Achieving a 32% Increase in New Online Customers: Direct Marketing Success for Mania.bg E-Shop

Mania.bg is part of the Mania brand - one of the leading franchise chains with dozens of modern OUTLET clothing and second-hand clothing stores in Bulgaria, Greece and Romania.

Client

Goal

Registration of new customers on the e-shop
Increase profits from online sales
Awareness of the online store

Products

discount coupon in season catalogue;
DL Voucher

Services

Discount coupons
Voucher booklet

Year

2023/2024

Details Matter

We collaborated with Mania, an online store, to create seasonal discount catalogues based on their annual plan. This campaign is popular due to its affordability, yet it achieves a large distribution volume. As a result, branded campaigns and customer acquisition efforts gain maximum profit at minimal cost.

Each coupon (or page in the catalogue) was designed following key principles for effective vouchers:

Visual Appeal: Aligning with the season to ensure the target audience can easily relate to the campaign.
Highlighting Discounts: Featuring prominent and vibrant discount elements.
Simplicity: Including straightforward and easy-to-enter codes for the website.

To test different marketing strategies, we incorporated both fixed discounts in BGN and percentage-based discounts in the coupons. This approach allowed both the client and us to assess the effectiveness of each type of offer. In this instance, fixed discounts of 10 or 15 BGN performed better. The average conversion rate across all three campaigns was 1.26%.

These conversions resulted in significant profits for the client. Throughout 2023, 2.25% of the total turnover for Mania.bg was generated by customers from the Direct Marketing campaign.

Campaign in Numbers

over 3,500

new registrations

32%

increase in customer base

2.25%

of the total e-shop turnover is from vouchers

1.26%

conversion rate

New Customers for Online Business

While sales are a crucial component of any marketing campaign, in this case, the most important indicator of success was new registrations on the website. A new user paves the way for long-term relationships. Even if the initial cost of acquisition is high, it can be offset by subsequent purchases.

“The main reason we started working together was the need for brand recognition, specifically for our online store. Mania is well-known in the Bulgarian market, but not MANIA.BG. PAKETPLUS turned out to be the right partner, helping us reach the appropriate target audience – our potential customer who shops online but does not know that Mania also has an online store.”

To attract customers to the site, we proposed using a DL gift voucher in a special envelope for clients. Such campaigns by PAKETPLUS are also effective for activating loyalty programs on websites. The envelope with discounts, received in a package, is perceived as a special gift, creating an unforgettable unboxing experience. This benefits our network partners and simultaneously increases the desire to use the offered discount or product.

According to the client, this campaign resulted in over 3,500 registrations, meaning new customers. With a total distribution of 60,000 inserts, the conversion rate was 5.8%.

The client stated: “We have a 32% increase in customer base for the period in which we had an active PP code for 4Q 2023 compared to the previous period.”

This case demonstrates that insert marketing can be an effective source for acquiring new customers for your online business. Since we work with an audience that shares similar interests but may not yet be familiar with or trust your brand, advertising inserts serve as a tool to open doors and bring potential customers to your website.

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