Case Study: The Cashmere Centre

Client: Mailorder Company supplying quality knitwear.

The Cashmere Centre approached us because they wanted to hold a discount sale to clear their last season stock. They were going to hire Chelsea Town Hall as the venue for the sale. They wanted to send a postcard mailshot to around 20,000 people in the London area to invite them to the sale.

After selecting all buyers and enquirers from their house database we had approx 12,000 contacts. We bought a further 8K contacts from a list provider which was tailored to their type of customer and living within a 5 mile radius of Chelsea. This list was also suppressed against their existing database.

As Cashmere Centre were also advertising the sale in local newspapers etc we recommended including on the postcard asking the customers to bring their invitation along to the sale so The Cashmere Centre could monitor how many people had come along because of the postcard.

We suggested using Royal Mail’s Mailsort 3 120 OCR service (up to 7 days delivery) to send the mailing where they could receive maximum discounts on the postage. There was a saving of around a £1,600 using this service as opposed to using standard 2nd class.

The customer received a total of 55 calls prior to the sale and estimated approximately 350 people attended the sale due to the mailshot.

The client was extremely please with the results of the mailshot and are looking to hold further sales around the country with the possibility of buying new data lists.