LS Direct

New Movers Make the Most Receptive New Buyers

With New Movers direct™, LS Direct tailored a program for a prominent midwestern furniture retail company to capture a new pool of customers while continuing to retain traffic from their existing base of clientele.

300K
Since 2015, over 300,000 NewMovers direct™ postcards have been mailed.
$2.5M
The program generated over $2.5 million in incremental sales
936%
The program generated a whopping 936% incremental ROI while introducing many new movers to the brand.
See How We Can Help You

The Problem

Furniture Mart USA, a prominent regional Mid-West furniture retailer with over 40 successful stores across 3 retail brands, was committed to helping their customers find the perfect piece or room of furniture. This retailer had an established and mature brand and needed a cost effective and successful source of new customer traffic to continue to grow their customer base.

The Solution

This retailer approached their direct mail partner, LS Direct, in 2015 who introduced and launched their proprietary NewMovers direct™ marketing program which aligned with their needs.

NewMovers direct™ is a highly targeted direct marketing program with the ability to identify 200,000 – 400,000 new movers weekly nationally. The new mover data is then overlaid with additional third-party data such as:

  • Apartment, condo, or single-family home, year built
  • Is client upsizing or downsizing
  • Household income and credit data

LS Direct applies its proprietary algorithm, which is based on over 15-years of experience marketing to new movers, to this data. The higher the new movers score, the more likely the prospect is going to purchase with a higher average ticket thus making the mailing as efficient as possible. “When people move to a new home, and 26 million people do every year, they over-index on the purchase of all categories of home-related purchases,” says Jeff Horowitz, Founder and President of LS Direct. “We know that prospecting for new customers is challenging, and we only recommended NewMovers direct™ to Furniture Mart USA because it has a proven and consistent ROI.”

The postcards are personalized with the customer’s name on the front and back to draw attention, and, since the mover may be new to the area, a map showing the nearest store location and the distance from their new home to the store.

We have been running NewMovers direct™ since 2015, and it consistently works. New movers are a steady source of new prospect floor traffic and it has lowered our new customer acquisition cost.

Kayla Sifferath
Senior Marketing Manager
Furniture Mart USA

The Results

Since 2015, over 300,000 NewMovers direct™ postcards have been mailed. These have achieved a remarkable 1.66% conversion rate of which 0.58% are incremental (above the holdout/control group which responded at 1.08%). The program generated over $2.5 million in incremental sales and a whopping 936% incremental ROI while introducing many new movers to the brand.

300K
postcards mailed
1.66%
conversion rate
$2.5M
incremental sales generated by the program
936%
incremental ROI

See More Success Stories

Capturing Conversions of Browse Abandons

A leading direct-to-consumer sleep company experienced significant increase in their web traffic during 2020. They became concerned when they realized a large percentage of these browsers never converted. Their email retargeting brought positive results, but they knew it could be better.

Read More

Postal Retargeting Boosts Conversions

With Boomerang direct®, LS Direct tailored a program for a national women’s apparel brand to reinvigorate their overall conversion rates, in both physical storefronts and online retail spaces.

Read More

Realizing Incremental Holiday Sales

Who doesn’t love to receive a gift in the mail? Though gift-giving occurs all year, many brands look for ways to capture as large of a percentage of holiday gift budgets as possible. A well-respected company in the gift catalog industry had already seen success with data-driven direct mail, but they wanted to maximize their revenue potential during the holiday season.

Read More

LS Direct December 9, 2020