There are two offers on the cover: Free delivery and a prize draw. To enter the draw customers need to hand in a tear-off section of the mailer to a shop assistant. Presumably, this then allows the shop to capture the customer’s email address and build a fuller picture of that buyer’s activity online and in-store. Alternatively, customers are automatically entered into the draw by shopping with Fat Face’s website. Rather telling, Fat Face doesn’t give recipients the option of posting back the form, or filling it in online without buying something. This demonstrates the two aims of the mailer: to generate an online sale, or acquire the customer’s email address in-store.
What all this goes to prove is that the print medium plays a key part in the multichannel marketing arsenal—with a role in driving store sales as well as online transactions. And while none of this should come as a surprise to seasoned direct marketers, Fat Face’s mini catalogue shows just how uncomplicated it can be.--MT