Case Study: Large National Retail Company boosts sales and ROI with RR Donnelley direct mail personalization

Direct Mail Strategy Evolves to Full Variable Versioning

Large National Retail Company worked with RR Donnelley to improve the performance of its direct mail reward programs. The retailer needed more effective personalization and micro-targeted campaigns to deliver relevant offers and meet increasingly challenging performance goals.

RR Donnelley helped the customer evolve from one-size-fits-all mailings to fully variable versioning, using repeated testing to refine format design, content, offers, and customer scoring. The result was a 28% increase in sales and a 17% increase in ROI year over year, with each customer receiving a unique mix of store-wide and item-level offers.