stein mart case study

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Case Study: “Stein Mart”


The Campaign Objectives:!

•  The main objective of this campaign was to increase store redemptions through a referral campaign leveraging their current customers to build a database of new customers.


The Campaign Strategy!

•  Direct Mail: large postcard focusing on the share incentive/sweepstakes

•  List: A total of 20,000 postcards were sent out to their customer database in the regional area surrounding stores from Kentucky, Ohio and Indiana.


•  The direct mail contained a personalized URL that directed customers to a unique micro-site

The Personalized URL!

Personalized URL sends customer to ePush landing page


Real-Time Tracking!•  As soon as the

customer lands on the micro-site, ePush’s analytics shows them walking across the screen.


Segmented to display sales funnel!

Shows actual hits on the

landing page

Number of customers that started filling

out info

Filled out form, now answering

questions “Activated”

offer

Shared offer

Printed offer


Custom Survey!•  Stein Mart used the

custom survey platform to gauge how many users were frequent Stein Mart shoppers or new customers.


Custom Survey!•  89% of users reported that

they monthly or rarely shop at Stein Mart, providing a huge opportunity to expand their customer database.


Share module!•  Customers were then

directed to share the offer in one click using as many as 233 different social networks, email, and SMS text messaging


Share motivator!•  Stein Mart took

advantage of the ePush share motivator to entice customers to share with an additional sweepstakes offer.


One-click sharing!•  With one click the $10

off $25 offer, and $1,000 sweepstakes incentive could be posted and shared with the world.

•  Stein Mart used custom messaging and branding to make the share message stand out.


Posts in real-time!


Social sharing delivered 85% of total response!

•  ePush analytics showed the direct mail campaign response to be just under 5.2% of the total response

•  The share module delivered 85%


Social sharing breakdown!

•  3,597 people shared the offer, bringing in 25,464 additional responses.


Social sharing breakdown!•  The offer quickly spread virally throughout the entire US


Data collection: •  Of the 15,462 names and emails collected, 13,868

were considered new customers to Stein Mart’s existing database.

•  Of the data collected, 86% came from social sharing.


Store delivery!•  Customers were able

to print out the original $10 off $25 coupon to redeem nationwide at any Stein Mart location.


Increase store traffic:

Expected Redemption Actual Redemptions:

600 8,000

•  Based off previous campaigns Stein Mart expected 600 redemptions (2-3%).

•  This campaign’s redemption rate was 13 times higher than their expected goal.

3% 40%


Overall campaign produced a 150% response

Total response: Mail response: Social response: Direct response:

150.30% 7.85%

127.30% 15.15%

•  The ePush platform increased response by 85%


Email dominated outgoing shares Outgoing shares: (people that shared)

Email: Facebook: SMS: Twitter:

71% 24% 2% 3%

•  Email proved to be the most popular form of sharing the offer.


Email dominated incoming response Incoming social response: (response from shared sources)

Email: Facebook: Twitter: SMS:

86% 11% 3%

.04%

•  Incoming response again was dominated by Email, delivering 5 times more response then the 2nd highest share source


Overall The ePush software brought a new level of opportunity, potential and ultimately success to Stein Mart’s direct mail campaign through the integration of social sharing, bringing offline marketing to the forefront of success stories by adding online capabilities. Stein Mart experienced a remarkable response and redemption rate.

stein mart case study

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