Carson-Dellosa Reads into Consumer Behaviour
Carson-Dellosa
Carson-Dellosa is a leading educational publishing company providing classroom decorations; supplemental books for math, science, social studies, language arts, and early childhood; pocket charts; games; and much more for preschool through the eighth grade.
Traditionally, Carson-Dellosa marketed its products through a catalogue mailed to 3 million teachers. But the mailing did not allow the company to track who was making purchases and was becoming prohibitively expensive.
Carson-Dellosa needed a streamlined, targeted communication solution that would allow them to inform teachers about their products, and that would also profile high-value prospects and track their purchases. Fortunately, they found the 80/20 solution.
The publisher switched from the catalogue to an online web store. They then used 80/20’s dynamic segmentation tool and reporting capabilities to identify high-value prospects and target communications specifically to the needs of those groups (for example, new teachers and those teaching new subjects) and their needs (pre-school and home school, for example, as well as primary school grades).
The result has been a 40% growth in the size of their member community—opted-in members who want to know about Carson-Dellosa products and are pre-disposed to purchase from them—as well as a significant decrease in their marketing costs.
