CASE STUDY
Circana Custom Box

SITUATION

Circana wanted to reach customers who would be interested in acquiring their POS consumer data analysis software. A small, highly targeted list of potential high value retailers was identified internally, and a unique strategy was needed to raise awareness and interest among the retailers.

Circana is the leading advisor on the complexity of consumer behavior. Circana provides advanced data analysis for almost 7,000 leading brands and retailers to take action and unlock business growth. Their data analysis provides a complete picture of the consumer and their spending so clients can apply insights to meet consumer demand and outpace the competition. The analysis gives businesses a clearer picture of retail performance, emerging trends, pricing and much more.

METHODOLOGY

The strategy adopted was twofold. First, a custom box was created to be mailed to the prospect list which their internal sales staff would follow-up once the package arrived. Second, the custom box would have an informational component highlighting capabilities and other vital product information.

The box was specifically designed to hold a camera which was revealed when the box was opened. The concept was that a camera captures critical moments like Circana captures critical POS data. Rather than placing the boxed camera box inside of another box, a custom tray was designed to hold the unpackaged camera. This way, the recipient would see the display, assuring maximum impact.

A product features informational booklet was designed to be perfectly inserted into the box. Each was personalized to the recipient. Circana accepted the recommendation to personalize the cover and the booklet’s inner pages with the lead’s name

RESULT

  • 30 custom boxes were mailed.
  • 7 appointments were made with Circana sales people – 23% response
  • 2 new contracts were directly signed –7% close rate
  • Project ROI was 5000+%

CONCLUSIONS

Mailing a high impact custom box broke through other mail pieces from competitors. Including a camera as a high impact link to their software provided a real-life comparison prospects could understand and relate.

Since the software and services are very high ticket, and prospects are regularly solicited, a new approach was needed to gain an appointment for their sales people to discuss the POS software.

Combining personalization and custom design showed prospects Circana was not like any other vendor. The information booklet outlined their POS system capabilities, which may have gone unread if not included with the custom packaging.