Send Weekly Flyers to Grocery Store

Direct mail is a marketing strategy that uses printed media to send offers and advertising to a customer’s physical address.

Direct mail is a great way for your brand to stand out in the age of digital ads and overflowing email inboxes. With the right audiences, direct mail gives your brand a physical touchpoint with which you can make a positive impression on your customers.

Many direct-to-consumer companies prefer using direct mail becuase they can show the brand (and products) using a tangible format that customers can hold in their hands.

A common example of a recurring direct mail campaign – and one that we have all experienced – is the weekly (or monthly) offer from your local grocer that are sent to each household within a certain proximity of their local grocery store.

The following sections describe using the Segment Editor to build a segment that uses a combination of store ID, postal code, and household ID to find customers who are eligible to receive a weekly (or monthly) flyer.

SEND WEEKLY FLYERS

Open the Segment Editor.

Open the Segment Editor, look in the lower-right of the page and make sure your customer 360 database is selected.

Use your customer 360 database to build segments.
Return a list of customers who are the primary household buyer.

The first step is to identify customers who are the primary buyer for their household. Choose the Is Primary Buyer Household attribute from the Customer Attributes table, and then select the “is true” operator:

Find customers who are the primary buyer in their household.

This step helps ensure that you are sending only one flyer to each household.

Click the Refresh button located on the right side of the Segment Editor to see how many customers are in your segment, how much they spent in the past year, how many are active, and how many of them should belong to a future campaign.

Find customers in near a store.

The next step is to filter your audience by proximity to your stores. There are many ways to do this, such as filtering by region, by state/province, by store ID, or by postal code.

Keep the and/or slider set to AND.

Choose the Postal attribute from the Customer360 table, and then choose the “is in list” operator. Add the list of postal codes. For example, by using a series of zip codes in Seattle, WA:

Find customers in near a store.

Click the Refresh button located on the right side of the Segment Editor to view updated values for the combination of customers who are the primary buyer for their household and who are located within a specific postal code areas.

Tip

You can use sub-audiences in your campaign to split those audiences by store. There are many ways you can do this and it depends on how your brand groups physical stores and then information that you have for them in Amperity.

For example, zip codes can be used to separate customers by cities, such as Portland, OR and in Seattle, WA. Each sub-audience can be sent to the same destination, in this case PebblePost.

Split customers by zip code to identify proximity to grocery stores.
Save your segment.

You’re done building your audience! Click the Save As button in the top right corner of the Segment Editor. Give your segment a name that clearly describes the purpose and audience type for the segment. For example: “Send Weekly Flyer - Grocery Store”

Give your segment a name.

Tip

Use good naming patterns to ensure that you can always find your segments when you need them. Be sure to include the brand name and/or the store name if you have multiple brands or have multiple stores and want to build segments that are brand- and/or store-specific.

Segment insights page

After your segment is saved the Segment Overview page opens and shows additional details, such as historical and predicted revenue, the percentage of customers that are reachable by email, by phone, on Facebook, and customer trends, such as purchases by channel, revenue by lifetime spend.