Rough Around the Edges
Gents.se are changing the game in Scandinavia when it comes to men’s grooming, with strong brand messaging and an overall goal of ‘improving men’ that has generated substantial awareness and impressive sales. As a leading pioneer in their space, Gents were keen to understand how capability from Paperplanes could be leveraged to add an extra dimension to their marketing strategy and drive even stronger consumer engagement and results. They also wanted to understand how programmatic automation on direct mail could be utilised to surprise and delight their loyal client base, particularly around key moments like birthdays.
The Grooming Routine
Gents.se partnered with Paperplanes and PostNord to re-incentivise customers who visited their online website but failed to convert, with technology integrated onto their site to target these customers with personalised and relevant postcards encouraging them to return and complete their purchase. Separately, Gents also worked with Paperplanes to identify customers approaching birthday anniversaries, offering specifically tailored discounts to honour their loyalty and encourage incremental purchases. The campaigns were designed to reflect Gents.se’s premium grooming brand whilst creating urgency and personalised relevance through the Scandinavian postal system.
Sharp and Polished
Gents.se saw incredible conversion across both the abandoned basket and birthday campaigns, achieving a phenomenal 25% recovery rate on abandoned carts—meaning one in four customers who abandoned returned to complete their purchase. Birthday campaign recipients showed double the conversion rate of typical online browsers once they had received their personalised postcard, whilst the abandoned cart campaign delivered 10 times return on initial investment. The technology was also able to identify incremental conversion from customers who had come back to the site but didn’t enter their discount codes, providing visibility into sales that would not previously have been attributed to the mailing, demonstrating the full impact of direct mail beyond simple code redemption tracking.
