The Blue Barn was established in 1984 and is based on the West/North Yorkshire border, serving both retail and wholesale customers with all their pet and animal requirements.
The team at The Blue Barn contacted Gecko because they wanted to launch a loyalty card scheme to reward their customers spending behaviour, attract more footfall and retain market share.
After spending time considering The Blue Barn’s customer journey, discussing ideas and understanding exactly what the client required, Gecko planned and then implemented the most effective communication strategy to fit within the client’s budget.
The main requirements were to notify existing customers, informing them that they could now join the scheme, whilst also signing up new customers in store, allowing The Blue Barn to collect their contact details for future correspondence.
To promote the privilege card scheme, Gecko designed and produced a one piece mailer for The Blue Barn to mail out to their existing customer database. Before going ahead with the mailing Gecko ran a data health check on The Blue Barn’s existing data file. A health check on the datafile eliminated over 9% of the records, vastly reducing the amount of potential wastage. A further 2% were updated with new addresses, which we then sent back to The Blue Barn so that they could update their records and ensure that their master file was clean and up to date.
Alongside the mailing Gecko produced an in-store data capture form, where customers could sign up to receive their free privilege card. This gave The Blue Barn another opportunity to capture data from their customers.
To promote the privilege card and to encourage new customers to sign up in store, we also designed and produced point of sale items for The Blue Barn which included posters and external banners.
The initial mailing generated a response rate of over 5%, in the form of people either signing up online or coming into the store. The in-store data capture form was rolled out after the mailing and has proved a huge success in generating additional sign ups.