Customer loyalty was down at Grosvenor; their standard lapsed marketing activity was not winning them back.
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 G.EM software, that matched the player profile to specific images, copy, offers and layout.
Every week, the platform automatically created a personalised direct mail pack for each individual lapsed customer. The entire solution from concept to dispatch was handled at Gecko.
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.
24% increase in response rates from lapsed customers