Missing Reps
Gym+Coffee is a premium activewear brand known for quality athletic apparel that transitions seamlessly from workout to everyday wear. Despite strong brand loyalty and engaged customers, they faced significant challenges with abandoned baskets representing substantial lost revenue, particularly as customers would browse and consider purchases but fail to complete transactions. Their digital-only remarketing strategies weren’t effectively recovering these high-intent prospects, and they needed a solution that would not only drive immediate conversions but also foster longer-term customer engagement and repeat purchase behaviour.
The Training Program
Paperplanes implemented a comprehensive abandoned basket recovery strategy using personalised postcards to re-engage customers who had shown purchase intent but hadn’t completed transactions. The campaign included A/B testing of discount incentives, comparing 20% versus 15% offers to determine which created more incremental basket value whilst maintaining profitability. Each postcard was carefully designed to reflect Gym+Coffee’s premium athletic aesthetic whilst creating urgency around abandoned items, with timing optimised to reach customers when they were most likely to convert based on ongoing performance analysis.
Peak Performance
The campaign delivered exceptional results, achieving a 17.6% conversion rate from 2,468 postcards sent with an impressive €17.70 to €1 ROAS. Engagement metrics demonstrated the power of physical touchpoints, with mailed customers 21% more likely to return to the site, visiting 12% more pages and spending 30% longer browsing than non-mailed counterparts. Sales uplift continued long after mail landed, with optimal conversion occurring at 11 days (mail typically in-home for 9 days at that point), and over 5% of mailed customers making multiple purchases, demonstrating improved customer lifetime value beyond immediate basket recovery.
