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Case Studies

Strengthen loyalty by rewarding loyalty

Targeted Offer to Pet Owners Delivers Sales And Develops Loyalty

Sales in the pet food category were on the decline at a global retailer; consumers had been increasingly turning to pet shops for their needs. Pet category products have a high associated spend, so attracting customers and building loyalty in this valuable category was important to the retailer and its pet food brand suppliers. To ensure it was reaching out to the right consumers in the right way, the retailer reached out to dunnhumby.


The action

Based on an analysis of customer behavior, it was determined that a pet-themed mailing to reward select customers would be the best approach to help strengthen the relationship between the retailer and its customers and increase spend. Mailings were sent to 35,000 customers in both the Czech Republic and Slovakia who were targeted for shopping around the pet category. Insight indicated that customers would respond to a product discount, so the mailer offered a motivational discount of 35%, and communicated product benefits.

The result

The reward compelled recipients to shop the brand and retailer featured in the mailer, and post period sales indicate loyalty is growing:

  • 23.5% of customers who received a dog foot mailing in the Czech Republic bought one of the featured products; the mailing drove sales up 207,000 CZK during redemption, and by 49,000 CZK in the post-period
  • 31.8% of customers who received a cat food mailing in the Czech Republic bought one of the featured products; the mailing drove sales up 186,000 CZK during redemption, and by 9,000 CZK in the post-period
  • 28% of customers who received a dog food mailing in Slovakia bought one of the featured products; the mailing drove sales up 10,000 EUR during redemption, and by 3,000 CZK in the post-period
  • 24.3% of customers who received a cat food mailing in Slovakia bought one of the featured products; the mailing drove sales up 1,000 EUR during redemption