Foodstuffs - New World Direct Marketing

Foodstuffs is New Zealand’s largest grocery distributor, and one of the country’s largest businesses.  It owns a number of iconic Kiwi brands including New World, Pak ’N Save and Four Square.

Foodstuffs was looking to boost sales for New World from its existing client base by making personally relevant offers to these customers, targeted according to their spending preferences.

THE CHALLENGE:

• To make these offers relevant, Foodstuffs wanted to make different offers to different customers, using graphics as well as words.
• That required variable information on a covering letter to each customer, as well as information about local events and personalised information. The letters were each signed by the owner of the customer’s preferred New World.
• That meant more than 400 variations for this DM campaign.
• Grocery is a dynamic and hugely competitive industry, and turnaround timeframes were very tight.

THE SOLUTION:

• Orangebox was able to set up a template so that all of the variable information, including graphics and words were inserted on the fly as the job was laser-printed.
• A3 letters had to be folded and inserted into envelopes and dispatched to New World customers in time to take advantage of their personalised offers.

THE OUTCOME:

• The campaign hit letterboxes in perfect time for customers to take advantage of their special personalised offers.
• Significant uptake of the offers meant a corresponding increase in sales revenue during the period of the promotion.

“We had very tight timeframes on this campaign.  The complexity and high level of personalisation added to the challenge facing the mailhouse. 

As always, Orangebox was great to work with. They worked within the time frames we had, putting on additional shifts to get everything in the mail on time.”

DANIEL PICKERING
Customer Loyalty Manager
FOODSTUFFS (WELLINGTON) CO-OP SOCIETY

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