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DICK'S SUPERMARKETS "CONGRATULATIONS" LETTERS
Murray Raphel shared this story about one of the most effective direct mail letter programs in
American retailing:
■ In southwestern Wisconsin, Dick's Supermarkets are a dominant force in the food
retail business. The president, William Brodbeck, says that a good deal of their
growth and success is due to an effective, ongoing, results-oriented direct marketing
program. New residents moving into any of the five communities with a Dick's
Supermarket receive a personal letter from the manager of the store nearest them.
The residents may have arrived from another part of the state or country, or they may
be newly married.
The letters are identical except for the opening paragraph: "Congratulations on your
recent marriage" for one and "Congratulations on your new home" for the other.
Each letter explains the different services and departments in Dick's Supermarket.
Each also contains six coupons for the recipient to use: two a week for the next 3 consecutive
weeks. Each coupon has one item of food the customer receives free: a half
gallon of ice cream, 5 pounds of potatoes, a pound of ground beef, a pound of butter
Rare is the individual who will throw away a coupon for free food. Nearly 95 percent
of all the coupons Dick's mails are used.
At the middle of the third week, the president, Bill Brodbeck, writes his own letter.
He thanks the people for shopping in their local Dick's store (he knows this from the
coupons). He welcomes them to the Dick's family, and then he asks them for some
help. He encloses a three-page questionnaire on the various departments in Dick's.
For taking the time to fill out the questionnaire, Dick's includes six more coupons.
A new baby is born to the family. Again a letter is received from Bill Brodbeck
addressed to the child, beginning, "I trust this is the first business letter you will
receive." The letter welcomes the child to the world and to the community and
encloses a $2 gift certificate that must be used for baby merchandise only: milk, formula,
diapers, baby accessories. One year later, a card goes out to wish the child a
happy birthday and offer a discount on his or her first birthday cake from the bakery
department.
One year after the customers fill in the initial questionnaire, they receive another
questionnaire from Brodbeck, saying, "A year has passed, and we want to know
what you think about our store now." There is another coupon attached for them to
use in exchange for taking the time to fill out the questionnaire.
www.greatestsalesletters.com - 361 -