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The new format was also declined to be tested for a geo-marketing experiment and distributed in targeted Heytens stores areas in order to create traffic and recruit new clients at a low cost.
Tests were realized in order to measure the impact of a non-addressed distribution, and the performance of an external mailing list compared to existing Heytens clients.

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Objectives: Increase traffic in Heytens stores during a critical promotion period. Recruit new clients, and increase the purchasing frequency and basket of existing customers.
Action: Zenon created a brand new format to attract customers and announcing the promotion. It was entirely personalized (customers name & address, Heytens store's address and opening hours, director's name...) and sent to the wide majority of Heytens clients.
Results: Sales during the action were 300% above the previous equivalent promotion.

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