Case study card:
Understanding impact of Catalogue Mailings on sales
eCommerce & Marketing
Fast growing DIY chain Toolstation commissioned our supplier to better understand their media channel ROIs.
The supplier deployed a complete Marketing Measurement suite in 2021, including Multi-Touch Attribution and Econometric modelling.
The models’ results highlighted that Catalogue quarterly mailings were having low sales impact and were delivering a much lower ROI than average both in the Short Term and in the Long Term, with little potential for improvement.
Leveraging this insight, our supplier ran various media mix scenarios with Toolstation and highlighted opportunities to improve ROI by 13 to 18%, which Toolstation used to tailor its 2022 budget and cut through Catalogue mailing, instead making Catalogues available in stores.