The initial situation: EMP Merchandising Handelsgesellschaft was founded in 1986 by fans for fans and has since become the leading e-commerce company in rock & entertainment merchandising in Europe. The bond between EMP and its customers is close; as early as 2013, a customer loyalty programme with numerous customer benefits was established with the "Backstage Club". Accordingly, it was challenging to win even more members for the club.
The task: to persuade target groups derived from a market segmentation to join the Backstage Club and to bind them closely in the long term.
The solution: Under the core creative idea "Your passion. Your advantages. Your Club." an elaborately designed logoloop® mailing provided the coherent and emotionalising framework to present the benefits of membership step by step. New members received a free one-year membership and a welcome discount on their first order as a Backstage Club member.
The result: conversion and purchase rates were tracked via individual access codes on the last logoloop page: the mailing led to a response increase of almost 100% compared to the previous year's mailing.
Club benefits staged, mailing impact increased by 90%.
Clothing and accessories
"The success of the project illustrates that well-staged haptics and a strong partner can make all the difference in the creative communication of content. And with Touchmore, you are well advised when it comes to haptic communication."