CLIENT Charming Shoppes, Inc., the nation’s third-largest specialty retail apparel holding company as measured by store units, primarily focuses on plus-size women’s apparel. With three distinct brands—Lane Bryant, Fashion Bug and Catherines—and more than 2,300 stores nationwide, Charming Shoppes relies on promotional direct mail to drive traffic to their locations for sale events. CLIENT CHALLENGE Too many (over 40%!) of Charming Shoppes’ direct mail pieces were arriving either before or after their store sale window dates. About 20% arrived days early, causing in- store traffic to significantly decrease up to four days before the sale. Even worse, delivery after the sale averaged 22%, wiping out sales goals and creating customer complaints about expired sale coupons. ENTER DIAM

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