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How a major book club discovered the reach of the customer base...

Background:
Offering paperbacks and hardcovers in the digital world to subscribers in a membership based model has become increasingly difficult. With so many digital devices, customer churn rates are even higher than ever and bookworms are becoming a dying breed. .

Objective:
Our client needed a way to build customer loaylaty while retaining their avid bookreader's attention. They wanted to increase orders through their channel, retention of members as well as create some buzz around their brand.

Strategy:
From the customer's point of view, we learned that loyalty and defection are closely related to their lack of time and the accessiblity factor of newer technologies. Although they loved the book club, they simply could not keep up with demands on their time and enjoy one of their favorite pasttimes. Thus we developed a premium promotions program focused on the "right" customer: the customers that really want to continue to do business with the company.

The Results:
The results were amazing! 40,000 members participated in the promotional sweepstakes and as importantly several thousand new orders were presumably through the power of the customer base's network.

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