> our task
ODDBOX are the originators of rescuing fruit and veg that would otherwise be wasted and delivering them directly from farms to homes. They were looking to grow their base significantly and have ambitions of nationwide delivery by the end of 2021, starting with a 2-hour drive time across the South East from London. We were appointed to profile their customer database, identify key target audience(s) in this new area and create an ‘Offline’ strategy to acquire new customers.
> our strategy
We profiled early adopters against more recent signed-up customers from the first lockdown to understand any differences and identify core audiences plus new customer group profiles. We mapped the two audiences to understand the geographic location of the customers and identify best fit growth areas for new customer acquisition. We further segmented these areas into high opportunities areas with high penetrations suitable for Door Drop campaigns and lower penetration areas where Direct Mail would be more effective.
> the result
Our Response Zebra Dashboards allowed the ODDBOX marketing team to monitor response in real time and visually identify subscriptions growth by region and the effectiveness of Door Drops, Partially Addressed Mailings and personalised Direct Mail Channels. We exceeded new subscriber targets by 15% and delivered ‘Offline’ CPA’s that were 40% lower than historic digital channels. &You London are currently rolling out to the SEE and extending the campaign to increase penetration in Greater London and The Midlands.
> find out more
If you want to learn more about how we can help deliver ‘Offline’ marketing to generate profitable new customers, wed be delighted to talk informally to see how we can add value.
> email [email protected]