Gardiner Security

Gardiner Angels

Summary

Gardiner Security is the UK’s leading distributor of electronic security equipment. They have a nationwide branch network and provide product and service expertise in the following business areas: Intruder, CCTV, Access and Fire, Public Address and Integrated Systems.
The business vision was to move towards ‘customer intimacy’ and provide the products and services that truly reflected the wants and needs of the market.

Further Information

Face-to-face and telephone interviews were undertaken to gain full appreciation of customer purchasing motivators. These established the rational and emotional reasons for spending with the distributors of their choice. Using transactional data as the basis, the customer base was segmented for maximum campaign impact. This was decided on the following factors:

• Recency of last purchase
• Frequency of purchasing
• Total spend
• Credit Status
• Length of time account had been held
• Company Size
• Share of Wallet
• Type of Business

Research indicated a distributor ‘communication void’. With Gardiner Security’s customer mix having a high percentage of small installer companies, IAS recommended developing promotions based on business as opposed to personal incentives. These promotions also had a higher £value perception in the minds of the customers than the actual cost to Gardiner (using its in-house buying power). Larger prize values as opposed to points based promotions were decided upon after commercial feasibility of running a points-based promotion.

A new synchronised database was developed and built from existing individual CRM, sales ledger and contact databases. This facilitated the data mining and subsequent implementation of the Direct Marketing Programme.

Campaign Objectives

The development and implementation of a Customer Relationship Marketing programme for Intruder, CCTV, Access and Fire divisions:

• To increase customer share of wallet
• To facilitate cross-selling and up-selling opportunities within the 4 core product areas
• To achieve 3 x ROI on year 1 spend from start of programme
• To break-even within 3 months from start of programme

Creative Concept

The creative concept ‘Everybody Has a Gardiner Angel’ was developed. It was the perfect platform to re-introduce local distributor staff and the present the rewards that the brand was about to issue.

Media Channels

Direct Mail
A series of segmented mailers were produced to support the promotions. These were dispatched at the optimum time in order to maximise the impact of each promotion.

Prize Draws
The Cloud 9 Prize Draws were linked to the core concept that IAS had developed. Two main promotions ran during the year. They were based on knowledge-based targeting and prioritisation and set individual, incremental sales targets for respective promotion periods. The prizes were as follows:

1) Win a Van worth over £10,000

2) Win a “Vantastic Package” worth over £5,000 plus the chance to win 20 other prizes. Alongside these were supporting product promotions that facilitated the cross-selling and up-selling objectives.

Results

• Exceeded 3 months break-even objective    +£41,000 (margin)
• Incremental Margin (Oct ’04 - May ‘05)       +£426,615
• Return on Investment                               3.3:1
• 1-2% increase in cross-selling across divisions
• 5-18% increase in up-selling within divisions
• The production of Management Reports previously unavailable

Testimonial

“It was a brilliant surprise on a grey Monday morning. It’s fantastic because I’ve never won anything before. The Leicester Branch is really good to work with and the Gardiner promotions are excellent. I hope they carry on.”

Van Winner - Steve Louch, Electrical Engineer from Leicester