Simply Supplements is a rapidly expanding company in the UK, selling over 150 items ranging from vitamins and minerals to highly specialised products. However, the market is showing signs overall of heading into decline. Simply Supplements sends circa 12 million units of direct mail annually. The frequency of these mailings very much depends on the contact strategy agreed for each particular customer group. The company doesn't just focus on customer segmentation, but also on campaign segmentation.

To maintain the company's position as market leaders and to fuel higher purchases from existing customers.

A spotlight was put on 'healthy heart' products and creating a connection with consumers with having a healthy heart. This was coupled with reinforcement of the brand promise of "high quality products at unbeatable value?. The campaign launched in February, considered a suitable time due to Valentine's Day and the British Heart Foundation's national Heart Month campaign. This particular campaign targeted older consumers; they are the heaviest users of vitamins and also are concerned with preserving their health and longevity through maintaining a healthy heart.

The result was a better than expected sales lift - objectives were exceeded and sales are up year-on-year. 50% of recipients said they were 'likely to respond' to the brochure, while 25% said they would show it to friends/family. 25% also said they liked the brand/company more now that they'd received the brochure.

A well-timed and well-targeted campaign can make a big difference to sales. Also, for Simply Supplements it's a highly essential channel. The company is able to personalize communications and build relationships, which are extremely important in a fragmented market.