Waitrose had conceived an idea to produce a highly personalised, data driven direct mail piece specifically tailored to reflect food and drink choices based on the customer’s transactional history and spend threshold.
The myWaitrose mailer was a highly complex campaign made up over 10,000 different variables and 97 different coupon combinations.
Howard Hunt consulted with Waitrose on both content and design, working with the data team, marketing and lead agency. Our technical expertise was essential to transform the concept into reality – our technical team advised on how the images and text should be layered and applied to maximise the variability of the piece.
Vouchers were used with a perforated edge so that customers could tear out and use in store; the vouchers offered a selection of money-off and product offers to promote basket spend.
We produced 800,000 mailers explicitly designed to reflect the prestige and excellence of the John Lewis and Waitrose brand; Howard Hunt sourced the highest quality silk stock, and utilised our state-of-the-art Xerox iGen4 digital presses to ensure each mailing was produced to the highest possible standard.
The mailing exceeded client expectation, generating high response rates with particularly high average transaction value during the promotional period.