Best practice: new customers without addresses (Vedes)
The specialized trade organization with headquarters in Nuremberg has been publishing the monthly magazine tomo for customers since March 2003. The magazine, up to 52 pages thick, is intended to ensure frequent customer visits and thus sales in the Vedes specialty stores. Retailers usually handle distribution on their own, but Vedes headquarters wanted to support them in this task in honor of the company's 100th anniversary.
The sales team at Deutsche Post developed a dialog concept together with Vedes. In keeping with this concept, tomo will be distributed eight times in 2004 as a Postwurfspezial and inserted into consumer magazines a total of four times. Vedes is financing distribution through Deutsche Post for the retailers. The sales team has selected the distribution areas for every participating specialized retail shop with the help of the CD-Rom Brochure Service. For distribution of the magazine with Postwurfspezial, appropriate households were selected from another database which calculates the potential of households national-wide.
- Vedes headquarters has significantly reduced its administrative effort.
- The retailers have a new, promising distribution channel for tomo in the anniversary year.