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Mailbox Monday

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A few weeks ago, we talked about retailers and how postcards can be efficient and effective ways to promote in-store sales. The Queen B received a postcard this afternoon from one of her favorite retailers: Chico's.

We'll set the stage for you. The Queen B has been a loyal (and frequent) Chico's shopper for more than 20 years. She knows their different lines;  appreciates their unique (and forgiving) sizing; goes out of her way to visit their outlet store when she's in Florida. She's also a long-time member of their Passports loyalty club.

This means she gets a small discount whenever she shops and receives special offers in the mail. Which brings us to today.

The 4.25" x 6" postcard is bright red, with an abstract fall pattern. (Unfortunately, it appears that the artwork was smudged — that's a technical term, you know — by rollers either at the printer, lettershop, or USPS.) The headline reads:

FALL SALE
EXTRA 40% OFF ONE ALREADY-REDUCED STYLE
OR
EXTRA 50% OFF TWO OR MORE ALREADY-REDUCED STYLES

Generous discounts on top of sale prices. And, nice positioning in terms of the offer getting sweeter the more you buy. Fine print on the back (address-side) of the card explains that the offers are good at the retailer's online store and for phone orders too. There's a QR code and social media icons.

All in all, this is a solid promotion and the postcard does its job without much fuss or fanfare. Then we noticed something.

The offers are good September 22-30. 

The postcard arrived October 2. 

Bummer.

B Direct's timely assessment? Thumbs-down.

The Queen B (who, for the record, does not need any more embroidered jackets, no-iron cotton shirts, or silky Travelers pants) lost a potential bargain.

But, Chico's lost a sale.





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