Left on the Shelf
Prestige Est. 1938 is a heritage British cookware brand offering premium kitchen products backed by decades of manufacturing excellence and trusted quality. Despite their strong brand reputation and loyal customer base, they faced challenges with abandoned baskets representing lost revenue, particularly for higher-value cookware items that customers carefully consider before purchasing. Their digital-only remarketing strategies weren’t effectively recovering these high-intent prospects who had shown clear purchase interest, and they needed to understand whether physical touchpoints could drive meaningful incremental conversions whilst generating quality engagement that justified marketing investment.
Back to the Kitchen
Paperplanes implemented a targeted abandoned basket recovery pilot campaign, reaching customers who had shown purchase intent but hadn’t completed transactions with personalised direct mail including incentive offers. The strategy was designed to test direct mail’s effectiveness for premium cookware purchases, with careful tracking of conversion rates, basket values, engagement metrics, and channel attribution. Each mailing reflected Prestige’s heritage brand positioning whilst creating urgency around abandoned items, with performance monitored throughout the pilot to understand optimal timing, offer effectiveness, and the quality of traffic generated compared to standard web browsers.
Recipe Perfected
The pilot delivered impressive results with 9.3% of mailed customers converting and generating an incremental £3.90 return for every £1 invested. Engagement metrics demonstrated exceptional quality, with 14.1% of abandoned basket customers returning to site and mailed customers spending an average of 19 minutes browsing versus just 3 minutes for typical visitors whilst 33% of converted customers engaged with the mailing code and 22% returned direct to the site, reducing reliance on expensive paid channels. Abandon conversions continued to grow throughout the pilot duration, proving direct mail’s effectiveness in recovering high-consideration cookware purchases.
