Category: Beauty and Skin Care

Objective: Winning back lapsed customers

Campaign Period: December 2008

Media: Direct mailer followed by an SMS

Challenge: Clients of this skincare brand usually lapse once their problem has been resolved. Hence, the challenge was to cross-sell other services to this set of customers.

Target Audience: Customers who have not visited the outlet for over a year.

Creative Elements: The direct mailing piece included a highly personalized letter, personalized feedback form for the last service used and as an incentive - a personalized discount coupon for a popular service.

Campaign Description: The highly personalized direct mailer was sent to 17,000 lapsed customers, inviting them back to experience other new products and services. The feedback form invited the customers to rate their past experience. Apart from a special offer, the mailer also included an update on new services etc. To drive greater response, a reminder SMS was sent to the base fifteen days after the mailer was sent.

Response : 2% of the customers came back after receiving the communication, while more responses are still coming in, the ROI on the campaign was a heartening 500%.

Analyzing the behaviour of customers who have stopped transacting with you can give you early warning signals of existing customers who are starting to display similar behavioral patterns. Intervention at the correct moment can fix this. Sometimes the reason can the fact that the street on which you are located became a one-way street which led to the drifting of your customers. And sometimes, more often than not, it can simply be the lack of communication. There's no need for a bells and whistles communication to win back lost customers. What's important is just telling them that you miss them.