Case Studies:
Macy's
Helping the national retailer drive sales with lower costs and increased effectiveness of its customer activation and loyalty program.
Insights:
- Increasing customer recognition of the benefits provided by the Macy's Star Rewards Loyalty Program called for breakthrough direct marketing tactics and execution techniques.
- Continually applying customer insight to direct marketing strategy and technique can make dramatic improvements in ROI.
- Retail cards are not singularly about building transactions — they must be linked to drive store sales, enhance customer loyalty and maximize the brand value.
Execution:
In a proactive endeavor to drive both store sales and credit card use, Heinrich developed a cost-effective mailer that strengthened the correlation between using the Macy's Card and receiving the privileges it delivers. The format utilized a coupon designed to mimic the Macy's Credit Card to encourage both customer engagement and reward.
Outperforming several other formats, including a credit card reissue package, the faux card mailing has become Macy's card activation and loyalty workhorse, mailing to millions of Macy's customers — providing them with savings on their purchases and reinforcing the value of the Macy's Loyalty Program. Over its 14-year relationship with Macy's, Heinrich continues to deliver project management, strategy, creative and production services to support the success of Macy's Credit Card Program and store revenue.
