Due to time and space constraints, gardening on balconies is becoming increasingly common. For this reason, the customer magazine "Green Tips" is distributed to properties with balconies. The Aebi-Kaderli garden center in Düdingen (FR) transforms gardens and balconies into green oases. Among other things, it whets the appetite for gardening with its biannual customer magazine "Die grünen Tipps".
Shipping by PromoPostUntil recently, Aebi-Kaderli Garten-Center AG sent a small part of its circulation addressed to existing customers and the majority unaddressed via PromoPost. The company made use of PromoPost's selection options and only had the magazine delivered to detached and semi-detached houses.
Balconies instead of gardensIn the meantime, however, social trends have made a new mail-order solution necessary: "On the one hand, people are taking less time for gardening, and on the other, the number of gardens is decreasing due to denser construction," explains Nathalie Thossy-Aebi, retail specialist and member of the Board of Directors. "That's why we are now focusing more on balcony products and want to reach more people with balconies with our magazine."
Direct marketing à la carteThe company discussed this goal with its customer advisor at Swiss Post. He then developed a customized customer solution together with the Business Solutions team. The team is deployed whenever a customer request cannot be fulfilled with standard Swiss Post services. The creative minds develop around 300 to 400 customer solutions for business customers each year - mostly direct marketing solutions.
Individual scatter throwSwiss Post proposed an individual PromoPost scatter as a customer solution to the Aebi-Kaderli garden center. The delivery staff now check all properties in the distribution area to see whether they have balconies in view of "Die grünen Tipps". Only then do they put the magazine in the letterboxes. This minimizes wastage, increases the impact of direct marketing and reduces PromoPost costs.
Tailored to the budgetSpeaking of costs: Nathalie Thossy-Aebi appreciates the fact that Swiss Post's Business Solutions team developed several variants. "This enabled us to select the customer solution with the best cost-benefit ratio for us." As an SME with a limited advertising budget, the garden center has to pay particular attention to ensuring that the direct marketing has an optimal effect and produces lush blooms.
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