Case Study: a major online mattress retailer achieves 3.3x pre-mover campaign performance with Deluxe

Pre-mover data helps retailer reach customers

Deluxe worked with a major online mattress retailer that wanted to expand into physical retail and reach consumers before they finalized their purchase decisions. After trying new mover data from another provider, the retailer found that much of that audience had already made buying choices, so it needed a faster way to target likely buyers.

Deluxe proposed a pilot using multi-sourced pre-mover data alongside new mover data, delivering weekly first-to-market triggers for households likely to need mattresses before moving. In a direct mail campaign across California and Washington, Deluxe reached 50,000 consumers in pre-mover, new mover, and control groups; the pre-mover segment outperformed with a 0.10% net-of-control lift and 3.3x better campaign performance versus the control group, while new movers showed mostly flat results.