For whatever reason, there are always a number of customers who are loyal to our stores throughout the first part of the year but do not think of us for Christmas gifts. We call these "opportunity customers" and actively seek ways to remind them that Christmas is what Hallmark stores do best!
This card is based on the strategy of targeting people who have spent at least $50 in our stores during the year but have not purchased anything in the time between our Open House (Nov. 1) through Christmas. We mail out the high value and low hurdle offer of $5 off a purchase of $10 or more, and the results are fantastic.
This past year, this card received a response rate of over 11%, and in spite of the low $10 purchase requirement, the average transaction (before the $5 discount is applied) is $34.10. Since these are customers who would not have shopped otherwise, this is one of our more valueble traffic drivers of the year.