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Johnson Controls has been a top provider of building technologies and solutions for more than a century. Today, the company continues to lead the way with the GLAS smart thermostat based on the Windows 10 IoT Core operating system. Connected to the Azure IoT solution accelerators, GLAS gives building owners remote access through web and mobile apps. to monitor and control features of the heating and cooling system. The solution can be intuitively managed through touch and voice commands. Easy to use and implement, the solution enables property managers and owners a way to affordably make buildings more comfortable.
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The case

A supplier of accessories for Apple devices wants to draw its customers’ attention to a new product: fine leather watch straps for AppleWatches. The company is of the opinion that the target group of 50-60 year olds with a higher income than buyers is particularly interesting, as they appreciate the high quality

The implementation

500 of the already registered customers received an e-mail with a picture, a short description of the leather straps, a link to the product page and a discount code.

Another 500 customers from the target group found a machine-made handmade letter in the post office. The letter presented the high-quality product and emphasized its durability and pleasant wearing comfort. 500 of the already registered customers received an e-mail with a picture, a short description of the leather straps, a link to the product page and a discount code. Another 500 customers from the target group found a machine-made handmade letter in the post office. The letter presented the high-quality product and emphasized its durability and pleasant wearing comfort.

The result

After a few weeks, the access data to the product page was analyzed. 121 customers clicked on the direct link, 43 of whom made a purchase. On the other hand, the number of clicks from other sources was conspicuous. These were 60 % higher than the access from the direct link in the newsletter. The number of completed sales was a little over 300. If one excludes the number of buyers who came across the product by chance or while browsing the website, it can be assumed that around 200 people who received a handwritten advertising letter actually became buyers