How our highly targeted marketing comms increased response by 24%
GROSVENOR CASINOS
WHAT?
Customer loyalty was down at Grosvenor; their standard lapsed marketing activity was not winning them back.
HOW?
We dug deep into Grosvenor’s data to analyse each individual customer to understand their player behaviour, favourite club, favourite game etc. Gecko Tech then created a platform, using our Gem software, that matched the player profile to specific images, copy, offers and layout.
Every week, the platform automatically created highly targeted marketing comms in the form of a direct mail pack for each individual lapsed customer. The entire solution from concept to dispatch was handled at Gecko.
RESULT...
An instant increase in response rates of 24%. The campaign was so successful we have been running their recruitment and loyalty mailings for over 5 years.