In the past, Nisbets issued seven catalogues to every customer in its database, each year. As a way of understanding the value of the catalogue business, they reduced the number of catalogues to just two a year.
However, treating every customer the same regardless of sector or need resulted in a significant drop in sales and saw the mailings deliver a negative return on investment (ROI). The company realised that they needed to better understand the link between catalogue mailings and the impact of the relationship with the customer on sales.
Following a broad marketing review of all channels, Nisbets turned to Qbase to help deliver an omnichannel audience segmentation programme to drive better targeted campaigns and improve ROI.
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“Qbase are much more than an infrastructure provider. We’ve greatly benefitted from their strategic guidance and tactical know-how to produce incredibly innovative marketing programmes. They’re a key partner for us.”
PETER FOSTER, NISBETS