Client

Australian Geographic is a privately-owned company running two major business divisions.

The founding division is the Journal of the Australian Geographic Society which focuses on Australian fauna, flora outdoor adventure, science, the environment, and distinctively Australian people and places. It has an international subscription base of over 160,000.

The second division is the retail business. Australian Geographic owns and runs 54 retail stores across Australia with products across categories including weather, adventure, science and educational kids games.

This case study purely focuses on a campaign relating to the retail stores.

Business Problem

The Jump Online campaign objectives were two fold:

• To collect email addresses to facilitate an email marketing and retention strategy
• To increase footfall for the duration of the campaign

Solution

Australian Geographic distributed a personalised email using a Campaign Manager Application in conjunction with online printable coupon experts Couponstar.  The email invited a call to action, whereby recipients could take advantage of an offer for a $20 coupon.

The email was sent with a link to Couponstar’s system from which they could print the coupon. The coupon was to be printed and taken to any Australian Geographic store for redemption.

The Couponstar platform ensured that each coupon printed was unique and traceable back to the email type, consumer category and down to the individual consumer.  A secure online reporting interface presenting daily results was accessible 24/7.

The coupon was use-once-only when cleared at the point of redemption and the coupon incorporated the highest levels of security available to prevent fraud including device-level identification to limit prints, preventing the consumer from downloading the coupon as a file and encrypting the data at every turn incorporating 128-bit encryption. The technology allowed for a 30-day rolling expiration date printed on the face of the coupon to call consumers to action.

Customers who couldn’t print the coupon  at home were offered a ‘Print and Mail’ option whereby they could submit their details and the $20 coupon was mailed to the address of their choice.

In addition, each entrant who registered during the campaign period went into a draw to win one of 50 additional $100 vouchers.

Results

• Total registrations for the campaign came to 3726 (of which 2038 were new opt-ins). This means Australian Geographic can now communicate with over 16,000 email recipients.
• A total of 615 people redeemed coupons within the stores generating a coupon print to redemption ratio of 16.3%
• There were between 8500 and 9500 unique visitors to the website during the trial. This represents a 25% increase in website traffic.
• Based on 615 redemptions at an average spend of $60 spent in-store, the campaign yielded 300% ROI (return on investment).
• Overall 18,006 emails were sent, yielding a unique open rate of over 36% and a unique click through rate of 49%

Benefits

• Increased footfall within retail stores throughout life of campaign
• A 25 per cent increase in traffic to website
• 2,038 new registrations to website / additions to customer database

Disclaimer: Australian Geographic logo is property of Australian Geographic. Australian Geographic logo is used simply for demonstrational purposes.