Epsilon and Conversant help Rhone target and acquire new customers profitably through catalogue and online
Abacus data and modelling
Segmentation and targeting
Conversant digital media
Rhone is a fast-growing men’s activewear brand geared toward higher-income, active men between 25 and 50 years of age. A direct to consumer brand that had expanded into wholesale, Rhone was doing very well with high-end retailers where customers could physically touch the product. However, this experience was difficult to replicate online, where they were determined to take their customer experience to the next level. Ready to market direct to the consumer, Rhone decided to test catalog as a customer acquisition channel. They engaged Epsilon to assist with targeting for their first direct mail prospecting campaign.
Using Rhone’s customer data and the Abacus Cooperative database, Epsilon developed models to identify a highly qualified universe of prospects for the catalogue mailing. We worked closely with Rhone on all aspects of the launch including: circulation plan development, catalogue format, cost parameters, seasonality and mailing mix. In addition, Epsilon’s digital media arm, Conversant, activated the data online with a display acquisition campaign targeting a look-alike prospect universe.
The initial spring catalogue launch was a success, bringing in new customers at half the customer acquisition cost (CPA) of existing online channels. Rhone doubled catalogue circulation at holiday time and performance was even stronger. At the end of the first year, Rhone had grown its customer base by 43% via the catalogue channel and acquired new customers at a profit. Additionally, Rhone was very happy with the customer experience the catalogue was able to create by providing a unique tactile shopping experience and conveying the brand messaging.
— Adam Bridegan, VP of Digital, Rhone