Best practice: Infopost (Sport Radermacher)
Initial situation: annual catalog shipment
Michael Radermacher, six-time German champion in white water slalom, is the owner of the sporting goods store Radermacher. The business specializes in canoeing supplies.
Each January, a 28-page catalog is sent to store’s 5,300 customers. The rate of dispersion loss for the catalog shipment is not known.
Solution: catalog shipment with reply card / introduction of a customer card
January: Mr. Radermacher inserted a reply car in this year's catalog. By returning the reply card, the customers requested to continue receiving the catalog free of charge. The catalog was sent with Infopost Groß.
May: Dispatching of a letter with customer card to 5,300 regular customers via Infopost Standard.
The following postage costs were incurred:
- 6,500 euro for national shipment
- 335 euro for international shipment
Results: 29% response rate
1,512 of the 5,300 customers (response rate: 29%) requested the catalog to be sent in the following year as well. The new catalog will only be sent to these customers. Dispersion losses are thus reduced to 71% and costs minimized accordingly.
