Library:
Paris Champerret
Madrid
London
Paris Montparnasse
Turin
Berlin
- Item type
- Study and report
- Dissertation
- Language
- English
- Publication year
- 2025
- Contributors
- VAFAINIA, Saeid
- Subjects
- MARKETING
Purpose - This master thesis explores the impact of personalized direct mailing (DM) on customer behavior, specifically its effectiveness in driving customer action (purchase incidence and purchase amount). Additionally, it aims at identifying key DM and customer characteristics that enhance its effectiveness.
Methodology/design - A literature review was conducted to identify potential key drivers, leading to the formulation of six hypotheses. Using Python, we built multiple regression models based on a dataset focused on eyewear sales in the Netherlands across select retailers from 2011 to 2018. To analyze purchase incidence, we applied logistic multiple panel regression, while linear multiple panel regression was used to examine purchase amount.
Findings – Our results indicate that some factors positively influence customer actions for CLC members – members receiving personalized DMs. These factors include the recency of the last purchase, the purchase frequency, and the customer's age. However, other variables such as gender, the sending of mass DMs, and the duration of a customer's participation in the CLC program do not significantly differentiate CLC members from others.
Managerial implications – Consequently, CRM Managers should particularly leverage recent buyers, frequent buyers, and older customer through specific DM campaigns. This approach implies targeting these customers thoroughly by optimizing both the timing and the frequency of DMs, as well as personalizing the content, offering for instance incentives and rewards for top clients.
Limitations – Unfortunately, the models have limited explanatory power regarding customer actions, suggesting that other factors play a significant role. Additionally, the study focuses on products purchased unfrequently, further research is needed to see if these patterns apply to other contexts.
Keywords - personalized direct mailing, direct marketing, CRM, personalization, incentives, customer segmentation, purchase incidence, purchase amount, eyewear industry
