Case Study: Hannaford achieves 26,000+ new customers and 161.6% ROI with Strata Company

How Hannaford Acquired 26,000+ New Customers with a Targeted New Mover Strategy

Hannaford, a Northeast grocery chain with over 180 stores, needed to win new movers before they formed loyalties with competitors but lacked a precise, scalable way to reach that audience. To solve this, Hannaford partnered with Strata Company to deploy a data-driven new-mover direct mail strategy aimed at converting first-time visitors into repeat shoppers.

Strata Company implemented a personalized campaign using oversized 6"x11" postcards with a $5 off $30 offer (12-month redemption), QR codes and PURLs for individual tracking, and ongoing data-driven optimization. From 158,470 postcards mailed, the campaign produced 26,159 redemptions (16.5% response rate) and generated $784,770 in revenue from a $300,000 investment (161.6% ROI), demonstrating clear, measurable customer acquisition and strong return.

Hannaford