Personal Bests — Encouraging Returns

[ Program Objectives ]

The management of American Signature Furniture wanted a way to keep visits to its stores top of mind for browsers and to encourage them to come back. The company operates more than 80 furniture superstores that are part of the Value City Furniture chain.

Variable data marketing was still a new concept for American Signature when its vice president of marketing was approached by Marketing Services by Vectra (MSBV), based in Columbus, OH. Within a few days of the first meeting, the furniture retailer indicated it had enough interest to start a project. The concept piece MSBV developed enabled the decision-makers to quickly see how a personalized brochure would be an effective way to follow up with shoppers.