The Warehouse Group has appointed data-driven letterbox marketing company ReachMedia to distribute mailers for the group's family of brands.
The competitive bid sees ReachMedia leveraging its market intelligence platform to distribute promotional physical mailers to The Warehouse Group's customers. The deal includes a partnership with printing company Webstar, which will print the mailers.
The Warehouse Group's chief marketing officer Jonathan Waecker says ReachMedia's appointment follows a robust pitch process.
"We were impressed with ReachMedia's innovation and data-driven approach to selecting the right households for our mailers. While the partnership is focussed at this stage on delivering promotional and personalised messages to specific addresses, in time we hope to be able to leverage more data and marketing automation capabilities from ReachMedia."
ReachMedia chief executive John Hanna says The Warehouse Group and its other customers are increasingly attracted to the company's ongoing transformation of letterbox marketing into a business of 'smart mailers' that blends multiple layers of data with mobile GPS technologies.
"Advances in mobile technology, together with the integration of rich customer data sources are transforming the business of unaddressed mail.
"As part of our customer offering, we can now produce more personalised content enabling measurement of customers subsequently visiting a physical shop or website, and any purchases they make."
Further innovation around mobile GPS technology from the use of smartphone apps is in development and will make ReachMedia's network of walkers among the most measurable and accountable promotional mail distributors in the New Zealand market, he says.
Prior to The Warehouse Group win, ReachMedia held a letterbox marketing distribution rights for The Warehouse only – it will now also deliver Noel Leeming and Warehouse Stationery Mailers.