House of Fraser are a leading, national premium department store group in the UK and Ireland trading principally under the iconic House of Fraser brand name through a portfolio of 60 stores, as well as through a rapidly growing web-store, www.houseoffraser.co.uk
The challenge was to drive awareness of the House of Fraser brand and prompt B2B customers to purchase House of Fraser Gift Cards over rival products.
Synergis developed a direct mail campaign targeting companies who use Gift Cards as incentives. The campaign used the proposition ‘One card – over 1,000 brands’ The mailing included a £20 Gift Card to experience this for themselves. Recipients also received a follow up call with the intention of arranging a meeting to discuss how House of Fraser Gift Cards could enhance their business offer.
Initial results have been excellent with a 7% response rate and more new customers being obtained than in any other sales drive the company has undertaken.
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