SG360°, a Segerdahl Company | 1351 South Wheeling Road | Wheeling IL, 60090 | 847.541.1080 | sg360.com After struggling with a growing number of single purchase customers, a large sporting goods retailer turned to direct mail to re-engage and drive that all- important second purchase. THE CHALLENGE With a database that numbered nearly one million single purchase customers at any twelve- month period, the retailer struggled to turn these one-time shoppers into repeat customers. Up to this point the retailer’s marketing tactics relied heavily on newspaper circulars, seasonal sports catalogs (think the start of football and baseball seasons) and social media. While these channels were successful at acquiring new customers, they proved ineffective at driving repeat purchase traffic. TH

Join for free to read