STRATEGY & EXECUTION
SCORPIO™ rescored the database by projected level of incremental gain and ideal reinvestment rate to maintain visitation rates.
SCORPIO™ mailed the revised offer strategy on time and within 5% of its previous mail quantity.
The mail performed as expected by reducing the redemption reinvestment rate from 20% range to lower teens.
Most importantly, the percent of incremental increased from 33% to 35%.
This metric means that of the guests that participated due to the mailer, a greater percent of them were bringing “new money” or growing market share, satisfying the direct mail’s primary objective.