LAKELAND

Find a way of reducing insert print spending whilst still maintaining overall new home shopper recruitment levels and retail footfall.

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Suggested 2 alternatives to the existing multi-page insert (1x 4 page and 1 x 8 page) to be tested head to head in the same environments using an incentive.

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Print costs reduced by 60% but response rates held up thanks to the voucher incentive.

ROI was higher than previous executions even when the £5 vouchers were taken into consideration.