We developed a new style and template for an Intersport national email campaign launch. Using existing Intersport infrastructure we came up with a template designed to drive and increase online sales. The designs incorporate a balance of USP promotions, products and features, designed for better customer interaction. The emails are monthly and target seasonal sporting events and products.
Global brand and High Street stalwart Intersport sought Spring’s expertise for an e-marketing and loyalty solution for their affiliate members. Some 15 + members, all independent, family-run, specialist retail stores, undertook Spring to deliver regular e-broadcasts and loyalty-based direct mailings of which conform to Intersport corporate branding guidelines, whilst retaining each of their own business identities. The goal was to ensure that the delivery of regular and consistent messaging was engaging enough to drive sales and conversion rates, plus instill a keen interest in the brand and interact with the consumer first hand.
In reaching out to their respective customer bases on a regular basis, the objective was to identify key audiences and high spenders. In so doing, the methodology of activity met with reward for loyal customers that hoped to achieve and drive ongoing and repeat custom. With a seasonal and sports-led cyclical marketing plan, the employed strategy sought to capitalise on key sales periods and prompt loyal and ongoing patronage during the dips. Recognising the seasonal trends and consumer base for each, the sports messaging is worked into a strategy that maximises each opportunity throughout the calendar.
Offering a fully integrated approach to the communications delivered, the Intersport members benefits from a full mix of the online solutions that mirror activity in store, whilst complementing the strategic approach to the calendar. Overall, the method was developed in line with approachable and well-versed techniques that would infiltrate each respective database and target audiences with specific and personalised marketing solutions, delivering complementary communications that bolster an approach that is commensurate with their status as specialist sports retailer. On and off-line, the strategy required particular and careful data handling, a design direction that would recognise all brand considerations and prerequisites, offer key marketing messages to a receptive audience and generate a positive response, brand recall, sales conversion, regular purchase and engagement.
This integrated approach sought to boost click through and overall interactivity of their e-marketing messaging, and to date the group have seen an uplift in their interactivity. Monthly emails across the group have been sent to 75k recipients to date, in total receiving an above average open rate of 23%, compared to industry statistics at 16% on average; and average click through of 9.86%, outdoing the industry threefold. Recruitment to the loyalty scheme up 25% since the commencement of the contract. Mailings occur 3 times throughout the year and to date sent to approx. 50k recipients. Group activity has increased throughout the year, all with the objective to help in the recruitment and interaction with the database ongoing.