Effective modelling: Adler Modemärkte
Situation
With more than 130 retail outlets in Germany, Austria and Luxemburg, and sales of approx. € 750 million Adler Modemärkte is one of the most successful fashion chains in central Europe. Adler has built its reputation on good quality at low prices and wants its marketing budget to work as efficient as possible.
Business objectives
Mailings are the main media to generate store traffic and attract new customers.
A card based discount programme allows for systematic and precise result tracking. SAZ was set the objective to increase mailing response.
Solution
In 1996 SAZ started designing, testing and implementing the first models to optimise response within customer segments. The introduction of predictive modelling then led to more precise targeting and better conversion rates. Current models not only include Adler customer data they also take advantage of the SAZ household database with its 250 profiling criteria.
Results
Applying this latest version again led to such an increase in response and sales that modelling costs were more than covered after the first mail-shot.