The Challenge

Online lingerie retailer Bare Necessities wanted to grow their established business using a direct channel to acquire new customers and to increase sales from existing customers. Our challenge was to create a business plan and marketing to support their need.

The Solution

We built a direct response business plan, including financial metrics and ROI requirements, database segmentation, prospecting recommendations, contact strategy, telemarketing, and call-center infrastructure. The marketing vehicle we developed to stimulate direct sales was a Bare Necessities branded catalog. Other marketing has included co-op catalogs.

The Result

The catalog response rate and ROI were exceeded each of the first three seasons and achieved break-even ahead of schedule.