Kesko has a long tradition of using coupon offers. In the summer of 2023, Budget Sport and Intersport implemented an addressed mailing campaign in cooperation with Posti.
Addressed direct marketing is an effective way of reaching the desired target group by mail with printed messages sent to their home. A message sent with a name and address has good attention value, and precise targeting helps to avoid unnecessary contacts.
Addressed mailing reaches customers effectively
The Budget Sport and Intersport campaigns aimed to reactivate their best customers to shop online or in-store.
The best customers were considered to be those who had shopped in-store during the last year. Budget Sport offered customers a 25% discount on one item of clothing, while Intersport offered a 25% discount on one item of clothing and a pair of shoes. Both discounts also included products on special offer.
"In addition to addressed mailing, some of the target group was also reached electronically," says Arto Rasi, Marketing Manager at Intersport.
"We absolutely wanted to do an addressed mailing, as it has a significantly higher attention value than electronic messages. The personal nature of the coupon is more appealing than a mass email. This is also reflected in the results achieved," says Anne Sorvari, Marketing Manager at Budget Sport.
Both Sorvari and Rasi are satisfied with the results of the campaigns. During the campaign period, 10% of the target group reacted to the addressed coupon from Budget Sport, and 21% to the coupon from Intersport.
"The purchase rate of the customers who received the benefit increased by 4% compared to the two-week period before the campaign. We also achieved positive results in weekly sales, as sales to the customers who received the benefit increased by 8% during the campaign period," Rasi says.
The Budget Sport and Intersport campaigns used control groups to help measure the results. The control group consisted of customers who did not receive a coupon. Their purchase rate did not increase during the campaign.
Stable and good cooperation with Posti
Kesko’s close cooperation with Posti has continued for years. The companies have carried out various kinds of coupon mailings for a long time, and over the years the process has become agile. Rasi and Sorvari are pleased that the communication with the contact person at Posti works well and that Kesko also has its own direct feedback channel with Posti.
"In addition, Finland has no other operator that would do addressed mailing to this extent. Coupons can be delivered all the way to Lapland,"
Anne Sorvari, Marketing Manager, Budget Sport
Rasi, on the other hand, especially appreciates the ease of using the service. Implementing campaigns with Posti is easy.
"The fact that you don't need to order deliveries separately makes it easy to use the service. After the printing company drops off the materials at Posti, the message will reach the customer within four weekdays," Rasi says.