The Challenge on Our Plate
Gousto supplies subscribers with recipe kit boxes which include ready-measured, fresh ingredients and easy-to-follow recipe instructions. They are one of the fastest-growing companies in the UK with a strong reputation for speedy service and great food.
Response from digital channels had peaked in recent months so Gousto approached Paperplanes to understand if a fast, responsive and dynamically driven creative via the postal channel could make a difference for their already advanced customer journey.
Our Recipe for Success
Upon scoping the size of the opportunity with Gousto it was clear that personalisation and speed of communication to the lapsed universe would be key. We wanted to entice a returning customer with meal kit inspirations for the week ahead so we created a dynamic creative link to pull in a weekly update of meals.
It was also crucial to understand the difference between offering a customer a direct discount on creative vs potentially seeing if a QR code with a pre-loaded offer could add value. As an App-based business QR could turn out to be quite useful.
Bon Appétit
The campaign delivered strong incremental uplift that exceeded expectations, with 11% of churned customers returning to Gousto after receiving the automated direct mail. The strategy generated a 17% incremental uplift from the campaign overall, proving the effectiveness of physical touchpoints in their digital-first customer journey. Customers engaged positively with QR codes, which took them directly to the app or browser to resurrect their subscriptions. Most importantly, mailed customers demonstrated significantly higher retention rates. Our Gousto customers remained over longer periods than those not mailed, indicating improved lifetime value beyond immediate conversion.
