Published Thursday, Nov 10, 2016
Hardware Store Taps Data to Target Hyper-local Shoppers and Generates a 440 percent Return on Investment
LIVONIA, Mich., Nov. 10, 2016: Valassis today announced that Farm & Home Hardware has successfully engaged and activated customers at a local level using data from Valassis’ intelligent media delivery solutions.
The Ohio-based hardware store, which serves as a garden center, provider of power equipment, paint, lumber and much more, has considered customer service a staple of its business since opening its doors over 55 years ago. The business sought a new way to engage its customers and acquire new ones. In particular, Farm & Home Hardware wanted to capitalize on the summer season and increase pool supply sales.
To meet this objective, the company turned to Valassis for its Variable Data Postcard (VDP), which leverages consumer data and maximizes variable messages and imagery for increased relevancy. Through efficient direct mail delivery, each VDP is customized to the household as it accompanies the RedPlum® package.
“We have been collecting relevant customer data over the past few years and upon engaging with Valassis, we were able to make the data work harder for us,” said Scott Jerousek, owner, Farm & Home Hardware. “Valassis not only validated what we had hoped for, but they were able to take us to a whole new level of marketing.”
For the hyper-local targeting required, client loyalty data was augmented with Valassis data to identify households with pools that weren’t in Farm & Home Hardware’s database. Six different versions of the VDP with tailored images, messages and names were delivered across two mailings. Non-pool owners were included as well, and received offers for relevant springtime needs. The majority of the distribution was mailed to prospects with $15 off coupons, while the remaining 20 percent went to loyalty program members with $10 off coupons.
As a result of this initiative with Valassis, Farm & Home Hardware experienced the following results:
"The challenge for businesses everywhere has been harnessing data and uncovering the opportunity to positively impact growth,” said Wayne Powers, chief revenue and operating officer, Valassis. “We’re proud of utilizing Valassis’ intelligent media delivery to help our clients drive results at a hyper-local level with meaningful, relevant engagements. Farm & Home Hardware demonstrates that local retailers have the ability to understand their target audience and execute strategic marketing campaigns. We’re pleased to work with them on this initiative and look forward to seeing their continued success.”
To learn more about how Farm & Home Hardware partnered with Valassis to drive sales, view this video.
Valassis is a leader in intelligent media delivery, providing over 58,000 clients with innovative media solutions to influence consumers wherever they plan, shop, buy and share. By integrating online and offline data combined with powerful insights, Valassis precisely targets its clients’ most valuable shoppers, offering unparalleled reach and scale. NCH Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries, and RedPlum® is its consumer brand. Its signature Have You Seen Me?® program delivers hope to missing children and their families. Valassis is a wholly owned subsidiary of Harland Clarke Holdings.