Direct mail working for Integra members

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In recent research carried out by Integra Office Solutions, consumers have reinforced the need for dealers to communicate regular price discounts, special offers and promotions to customers through direct mail.

Over 350 consumers responded to a study that asked them to rate the Integra A4, 52-page office products mailer.

A vast majority (89%) of respondents said of the Integra publications, it featured the right product mix, with consumers favouring price discounts and free gifts to prize draws or competitions.

Just over half (59%) of members wanted to receive the mailer quarterly, with 43% wanting it more regularly.

The Initiative own-brand also scored highly with 85% of consumers rating the product range as good or excellent.

The research carried out by the group is part of an on-going process to ensure members have a marketing programme that works for them.

Customers will be getting a revamped 80 page, A5 commodity mailer from Integra members in January, a change made not only to help members fight rising postage costs but also to help them differentiate themselves.