XSportsProtective is a specialty retailer of high-quality protective gear for action sports. Traditionally, 100% of their marketing efforts included online efforts only. While this was successful in growing the business, offline efforts seemed like a natural progression into their continued growth. J. Schmid's goal was to create an efficient direct mail test that would increase overall retention and add incremental sales to their program. By segmenting the XSportsProtective customer file and creating an offer-driven postcard sent to customers only, both of these goals were achieved with a positive ROI. Further testing has confirmed a seasonality hypothesis, and this Fall, XSportsProtective will roll out their program while continuing to test offers. For this “Pure Play” a more multi-channel approach has proven successful.
