Finding & acquiring new customers with the right data
Rhone, a men’s activewear brand, wanted to test catalog as a customer acquisition channel. Using our Abacus® Cooperative database and modeling, combined with a display acquisition campaign, they brought in new customers at half the customer acquisition cost (CPA) of existing online channels.
decrease in customer acquisition cost
growth in customer file
New customer acquisition with Abacus®
Using Rhone’s customer data and the Abacus Cooperative database, we developed models to identify a highly qualified universe of prospects for the catalog mailing. We worked closely with Rhone on all aspects of the launch, including: circulation plan development, catalog format, cost parameters, seasonality and mailing mix. In addition, our digital media arm, Conversant, activated the data online with a display acquisition campaign targeting a look-alike prospect universe.
The initial spring catalog launch was a success, bringing in new customers at half the CPA of existing online channels. Rhone doubled catalog circulation during the holidays and their performance had become even stronger. After one year, they had grown their customer base by 43% via the catalog channel and acquired new customers at a profit. Additionally, they were very happy with the customer experience the catalog was able to create by providing a unique tactile shopping experience and conveying their brand messaging.
We were all astonished by how data driven Epsilon is and how they advised us through the whole process.Adam Bridegan, VP of Digital, Rhone