Printspace is a boutique label producing unique art and stationery. As an online retailer, the company wanted to drive brand awareness, visits and purchases via their website. Having never produced or distributed catalogues to the letterbox, Printspace trusted Salmat with the first catalogue campaign for their business.
The letterbox campaign ran for three months (May to July). An 8pp full colour catalogue was designed and 140,000 were printed for distribution in selected zones. Distribution zones were selected based on demographic knowledge of the target market.
To drive consumers online to purchase, the catalogue offered “Free Shipping” for those who referenced the special discount code. The discount code also had an expiry date to give an added sense of urgency. During the campaign, a second promotion asked customers to join the email newsletter and enter a competition to win a limited edition print valued up to $450.00.
The campaign details:
8pp full colour catalogue
Compelling ‘Free Shipping” offer
3 month campaign
140,000 catalogues printed and distributed
As the first catalogue promotion for Printspace, the campaign delivered higher results than expected. During the three-month campaign period, revenue increased by a staggering 65.96%, order volume increased by 11.64% and the average order value rose by 48.66%.
Data showed the biggest sales increases were across two main lines, Personalised Products and Limited Edition Products. Orders for personalised products increased by 38.10% and revenue by almost 50%, while Limited Edition products realised a massive 788.06% revenue increase during the campaign. This data provides valuable insights that can be used for future campaigns.
There had been a 65% increase from June 2013 to June 2014 of customers using mobiles and tablets to view the site said Printspace’s Nicholas Girling. Using AR or a QR code is an opportunity we would consider for other catalogue campaigns in the future.
65.96% increase in revenue
11.64% increase in order volume
48.66% uplift in average order value