What the client says:​
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'The results speak for themselves and the team at Ginger Black
have helped us to accelerate our growth beyond all expectations.
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Not only have they delivered results, they have also worked with
us to build a strategy to continue our growth outside of peak
season and engage with our customers on a more one to one,
personalised basis.
Their support, insightful analytics and reporting
across the business have also been invaluable, from planning and
execution of our campaigns all the way through to organising
inserts, print and postage rates.
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Our aim was to be less reliant on high street sales and have
a clear plan and strategy for the future to continue on this
growth path, we have achieved that and cannot wait to see
what the future holds in partnership with Ginger Black'
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Alison Jackson – Head of Marketing at Micro Scooters
The Challenge
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With High Street foot fall radically declining
and the trend to continue post pandemic,
Micro Scooters sought to establish a channel
to sustainably recoup their forecast loss of sales.
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Online marketing was already fully established
and whilst circumstances provided a bounce on
activity, incremental spend on digital channels
did not fulfill the shortfall in retail sales.
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Micro Scooters had a low-level presence in the
Direct Mail market, but this had dwindled in the
last decade where more focus was given to retail
and digital. This offered a low risk, high gain
opportunity to re-explore this channel to
recover their sales targets.
The Solution
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In Summer 2020, Micro Scooters embarked on a journey with Ginger Black to establish a plan to recover losses in retail sales.
Upon discussion Direct Mail was identified as a viable option to explore.
Ginger Black noted the data base had grown expediently over the previous decade without a comprehensive contact strategy to encourage repeat orders; in that period historic customers would have potentially:
• Outgrown their previous scooter
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• Had other children who would also want a scooter
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• Not been introduced to new ranges such as adult and electric scooter which are more relevant with today’s cultural norms
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After conducting analysis on the CRM and mapping it against our data bureau to enrich the data with external lifestyle and social demographical
data, this provided us an opportunity to calculate the propensity to purchase
of their data base and estimate the level of response different groups
may have.
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With our experience of overseeing hundreds of millions of test which measure the effect of paper and format, we could then hypothetically apply and adjust these responses against different formats, paginations and economies of scale to find the optimum equilibrium to generate the greatest profit and learning.
The plan was built with the future in mind, not only were we looking for an increase in sales and return on investment now, but we were also looking
to the next 12 months, asking questions to help with the journey,
What learnings can we make now that will help us in the next 3, 6, 9, 12 months and beyond?
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How can we ensure that this model is sustainable outside of our key season?
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Ginger Black came in and started again, from reviewing and negotiating print and postage rates down substantially, all the way through to sourcing cold data and ensuring on and offline communications were married up.
The Outcome
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As a result, AW20 sales grew by 125% in comparison
to the previous year with ROI increasing by 249%.
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New tests were delivered to ensure that a full,
deliverable strategy was achievable for the next
12 months and beyond, not just peak season.
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The learnings in peak have now been applied
to campaigns ‘out of season’ and Micro are now
back in Direct-to-Consumer growth mode enabling
them to get product in front of the ‘high street
customer’ in their homes.