A Tradition of Good Taste
With 80 stores located in the Midwest, HoneyBaked Ham required a multichannel approach to both retain and acquire new customers. The goal was to create an integrated program that would increase profits for both retail and direct-only divisions, each with their unique database of customers.
Deliverables
For the retail division, our team developed the criteria for capturing data in a POS system and then a database segmentation that marketed to customers based on a modeled “spend.” A direct mail program was developed to create incremental traffic and revenue, during both peak times as well as off-season sales. After testing media, lists, creative and offers, an acquisition program was developed based on a “10-mile radius” strategy. For catalog-only sales, a systematic approach to pagination was developed and supported with “bite off the page” photography.
For the retail division, our team developed the criteria for capturing data in a POS system and then a database segmentation that marketed to customers based on a modeled “spend.” A direct mail program was developed to create incremental traffic and revenue, during both peak times as well as off-season sales. After testing media, lists, creative and offers, an acquisition program was developed based on a “10-mile radius” strategy. For catalog-only sales, a systematic approach to pagination was developed and supported with “bite off the page” photography.
Results:
For over 14 years, both retail and direct programs saw year-over-year growth. In some years, they saw as much as a 4% response on acquisition programs and as much as a +40% response from top-performing segments.
