Game plan needed
Office Furniture Online (OFO) is the UK’s largest supplier of workplace furniture, offering a selection of stylish, office-compliant appliances to consumer and business customers. They were seeking a cost-effective strategy to increase customer engagement online and drive overall conversions from their interested leads:
those who had basketed items, but failed to complete their purchase.
Partnering with Paperplanes, the goal was to leverage personalized direct mail to construct sturdy profits out of this source of lost revenue.
Targeted tactics
We developed a data-driven abandoned basket campaign, sending warm, tailored letters to customers to remind them about the products waiting to be claimed as theirs. OFO leveraged the advanced segmentation that Paperplanes’ direct mail enables to curate messaging to different audiences, such as customers considering upgrading their home working space or business customers with office requirements in mind.
We also implemented A/B testing, enabling OFO to analyse the performance of different offer-based incentives using the advanced insight and analytics that Paperplanes’ data-platforms make possible.
Trophy-winning results
The campaign delivered outstanding results, with an overall average conversion rate of 10.5%. Exceeding OFO’s aim to drive online engagement, 17% of business recipients returned to the site, while customer mailings saw an overall engagement rate of 12.7%, with a standout campaign hitting 20.3%: all soaring past the industry benchmarks of 7.2% for warm Direct Mail.
With an average basket value of £456 for business segments and £273 for customers, the campaign testified to the power of tangible formats. The personalized mailings provided the meaningful brand contact and unignorable incentive required to turn otherwise lost customers into high-value repeat purchasers.
