Melissa WardWhen a Piggly Wiggly executive noticed a store in his region was underachieving, he decided to have highly personalized customer satisfaction surveys created to figure out the reason for the decline. The result: The surveys delivered via personalized mailers helped collect customer data, gather valuable feedback, address the issues at the flagging store, and increase that store’s revenue.
Making Connections
Each side of the envelope addressed the family by name, and the photo was swapped out to match the ethnicity, marital status, and age of each customer. The front of the envelope also included a thank you for the customer’s loyalty.
More Than a Nickel for Your Thoughts
The inside of the mailer contained the 15-question customer satisfaction survey — which also had the customer’s name — plus the two coupons, each with its unique 2D barcode per household. Besides persuading respondents to fill out the survey, these incentives served two other purposes: to get respondents into the store, and to showcase the variety of the store’s offerings (store name was removed per Piggly Wiggly’s request).
By Invitation Only
The mail piece was designed to look like an envelope containing an invitation, making it stand out in the mailbox. Language on the back of the envelope, such as “by invitation only” and “private event,” piqued recipients’ curiosity and gave the mail piece an air of exclusivity.
This mail piece was featured as a BRAND United case study. Click here to read more about it.
