At AJ we base our whole business model around attribution and our clients’ results prove how effective this approach is.
When we start working with a client, we strongly encourage them to take this philosophy on board. To unlock the full roll-out potential of print media, it is crucial to have a strong understanding of where your sales come from. This understanding is garnered directly from results and assumptions of customer habits can hinder this process.
We started working with Charles Tyrwhitt last year and though they were well experienced in offering discount codes, we felt that obstacles were created for their customers in the way these codes were used in their ads. They had a mechanism in place which required consumers to type in a unique URL to access their offers. The thought process was that the customer would have saved the ad with the URL. However, we believed this was causing them to miss out on orders. We felt this was purely because the majority of customers would actually use Google Search to find Charles Tyrwhitt, which would instead take them to the homepage and therefore not allow access to the offers.
After suggesting a different approach to Charles Tyrwhitt, they agreed to test a code at checkout via the main site and the results now speak for themselves. Times Magazine sales increased by a whopping 415%. Metro sales also saw a phenomenal growth, up by 375%. These results have now put press firmly back on the plan for Charles Tyrwhitt in 2019.
To hear more about how AJ’s insights can deliver serious gains, contact Lesley Bowman on 01225 758222 or email lesley@aja.co.uk.