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Case Study: Retail

Customer Acquisition, Retention and Loyalty: Personalized Customer Communications for Renewals, Cross-selling, and Up-selling

Anderson Capabilities Used:

		Data Processing, Management and Personalization
		Database Development and Management
		4-Color Variable Data Printing
		Offset Printing
		Lettershop and Mailing Services
		Fulfillment

Challenge: A leader in financial management software products wanted to generate new customers and increase sales to existing customers. The client needed a production partner with:

		Intelligent data technologies, in order to maximize its vast database of current and prospective customers for each product division
		Security systems and infrastructure that can maintain strict confidentiality and containment of printed materials
		The ability to produce campaign materials in many different formats, including information kits complete with folders, personalized laser letters, postcards, and brochures
		The capability to customize communications with appropriate products and offers for each market segment (businesses, accounting professionals, and consumers)

Solution: Anderson built upon the client's existing marketing efforts to develop a direct mail program that delivers timely, personalized communications to customers for cross-selling, up-selling and renewals. For ease of administration, campaign artwork is transmitted by each regional marketing director via secure electronic file transfer. To maintain security, jobs are processed through a designated team of Anderson professionals who have all met the client's rigorous security standards. The content for each campaign is processed through an integrated workflow system from receipt to database integration to printing to mail delivery. Efficient delivery is key, and direct mail pieces are mailed within 72 hours of content receipt.

Results: Product sales volumes are up. The client is expanding its product offerings and direct marketing programs. Anderson continues to help the client maximize their marketing dollars by offering cost-effective solutions — for example, commingling print and mail runs to reduce postage costs. Delivering the right campaign to the right customer in a timely manner has proven to be highly successful for this company.

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