Mebeles24 - summer 2013 - DIREKT case study

COMPANY PROFILE: furniture retailer with 4 saloons in Latvia.

INCREASE IN SALOON SALES, TIMES

Q1 Q2 Q3 Q4

50.000 MAILED

DELIVERY BTL

CAMPAIGN GOAL: decreasing influence of seasonality, increase of the average check, generating enquiries for purchases from consumers.

UTILISED STRATEGY: promotion of seller’s and his assortment status, consumer bonus boosting, decreasing discount levels.

TACTICS USED: accumulative loyalty program for consumer and sales personnel.

INCREASE OF AVERAGE CHECK, EUR

6-7/2012 6-7/2013

490 726

RIGA

DAUGAVPILS

х 2,9 х 1,1

TOOLS AND COVERAGE

+76%

INCREASE OF TOTAL REVENUE, %

6-7/2012 6-7/2013

х 1,3

х 4,2

100%

+553

CAMPAIGN PERIOD AND SESONALITY MAIN PERFORMANCE INDICATORS

4 SALES LOCATIONS

4 ISSUES

ADS

98,4% PURCHASES ON CAMPAIGN TERMS

1,6%

SESONALITY IN FURNITURE RETAIL

CAMPAIGN DURATION

INCREASE IN CLIENTA DATABASE, PERS.

55%-20%

-40%

MULTIPLE PURCHASE DEALS DURING

CAMPAIGN

DECREASE OF DISCOUNT

DURING CAMPAIGN

20%

CAMPAIGN STAGES

TASK PLAN 3 DAYS

PREPARATION

DEMA

ND

10 DAYS CAMPAIGN

30 DAYS REPORT

Http://direkt.lv

08 / 2013 CASE STUDY