Best practice from Clash-Media.
Next is one of the UK’s most successful multi-channel retailers. It operates one brand with three ways of shopping: 460 high-street stores, a high profile website and the popular 'Next Directory', which offers consumers the option of shopping by post or by phone.
With less and less people shopping on the high-street – sales figures last year were the worst in 13 years – retailers need to find new ways to reach their customers. Take-up of high-speed broadband connections is at its highest level, and there are more consumers than ever on the Internet.
In July 2007, online sales were 80 per cent higher than the same month the previous year – by December 2007 online sales had hit £15.2bn, up from £9.61bn in 2006. With more online consumers, the web is now, more than ever, an ideal place to gather marketing data and capture leads.
Next already had a strategic direct marketing campaign in place, but approached Clash-Media to provide leads for its 'Next Directory' catalogue, taking advantage of the rise in Internet subscribers.
Using Online Lead Generation Clash-Media was able to target the Next campaign to the most responsive audience and used only the latest registrations, so the data was as relevant as possible.
All the leads provided were fully opted-in and unincentivised, optimising their quality – and executives at Clash-Media also advised on the creative side of the campaign to ensure maximum success.
Online Lead Generation enables companies to set up and launch campaigns that quickly capture and qualify leads, so retailers achieve high conversion rates compared to other direct marketing activities.
Advertisers can specify exactly which leads they would like to receive – for example, the Next campaign was targeted at mostly women – and they will only receive leads in that particular demographic.
Instead of a static database waiting at the back of a company’s own website to collect the data submitted by visitors, Online Lead Generation proactively drives traffic to the site to automatically capture consumer details, qualify them and send them through for sales agents to convert.
This approach also sends leads directly to a client’s CRM system or contact centre where agents are ready to follow up with the customer within minutes of information submission.
The lead is very hot when it is contacted, which enables retailers to increase their conversion rates, and subsequently the value of Online Lead Generation within the overall marketing budget.
Clash-Media’s Online Lead Generation process produced just under 10,000 brochure requests for the “Next Directory” last year – over 2,000 for the Autumn/Winter catalogue alone.
In its Christmas trading update, Next revealed that its sales from the ‘Next Directory’ performed extremely well, rising by 2.2 per cent in the last six months of 2007.
In comparison, its high-street sales figures in store had dropped by 0.3 per cent, placing it just under the average retail fall of 0.4 per cent, published by the Office for National Statistics.
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