The Business Issue Faced with ambitious lending targets, our client turned to us to test propositions to inform short–term DM campaigns. The need to defend margins meant that a price-led proposition was unfeasible...

The Solution A collaborative and innovative qualitative programme was developed, incorporating co-creation workshops, followed by gallery walk depth interviews.

The Results & Recommendations Whilst short-term DM was the initial focus, our client has subsequently re–written all of its marketing assets in light of the research. The new DMs have delivered:

• A 70% improvement in Net response rate
• A cost saving of 25% due to reducing volume of mailings being sent
• An overall improvement of 72% in ROI from loans acquisition DM