How Massa Helped Retail Furniture Stores Increase Direct Mail Response Rates 30 to 50% :

The Retail Furniture Marketing Challenge
Several retail chains had various disparate data streams, but no view of the big picture and no way to analyze data. They needed the ability to build predictive models and improve their direct marketing campaign targeting. Improving profitability in today’s competitive and rapidly changing retail furniture markets is imperative. They came to Massa for results.

Building a Retail Furniture Database

Our job, for several retail furniture chains, is to precisely target the buying needs of their customers for highly targeted direct mail, voice marketing, and e-mail marketing campaigns. So we created a marketing database on our servers with sophisticated analytic tools and effectively operate as an arm of their marketing staff but with immediate access to their POS data.

Massa has been furniture retail experts with access to a vast store of experience going back to 1999. Our knowledge of the retail furniture market made it possible for us to build a highly sophisticated marketing tool from the data warehouse that included store inventory data, customer contact information and customer transaction data (from GERS, Oracle Retail POS, and Storis) for seven retail chains in different markets across the US.

Massa first audited the information to locate and correct all data integrity issues (fields with missing or inappropriate values). Next, we cleaned the data via NCOA (National Change of Address) including apartment append, deceased suppression and Address Correction Enhancement to correct non-mailable addresses. We scanned E-mail addresses for validity and domain validation in order to avoid paying for the deployment of email addresses that could not be delivered. We tagged duplicate household records to ensure our clients sent only one mailing per household and duplicate records were tagged as well.

Massa Gets Results for Furniture Retail Chains
We created the customer profiles that made direct mail acquisition programs dramatically more effective, yielding response rates considered excellent for this industry segment. The targeted campaigns that our retail furniture clients developed based on the analysis of the data in our marketing database created a 30% to 50% increase in response to direct mail, voice marketing, and e-mail marketing campaigns.

We will help you determine not only who you SHOULD contact in your next campaign but also who you SHOULD NOT contact saving one chain 11% on their annual direct marketing budget!

Call Bonnie Massa today (312.463.1050) to talk about how we can help your retail chain increase campaign response rates and revenue!

"Having worked on both sides of the Atlantic with data and database experts, I've found Bonnie to provide a breath of fresh air -- outspoken, pragmatic, clear, and insightful in an industry full of jargon-speakers and shysters. She's as honest as you'll ever want to meet, will tell you if she can or cannot help, and adept at asking the 'right' questions to get you on the right path. Truly a trusted partner to have in 2010 and beyond.” April 1, 2010 Paul Woolf, Wild Onion Marketing

Call Bonnie Massa today (312.463.1050) to talk about how we can help your retail chain increase campaign response rates and revenue!