Date of Award
Master of Business Admin
This independent research project describes the direct-marketing efforts of Ukrop's Super Markets through its Ukrop's Valued Customer® Program, with special emphasis on the "zip code test" conducted in August, 1989. The purpose of this test was to acquire new Ukrop's Valued Customers from a population of non-Ukrop's customers.
While the test did yield a positive net present value, in evaluating the post-test shopping behavior of the two test groups and the control group, the author determined that there were no long-term benefits from these test mailings. Recommendations for improvements (if Ukrop's undertakes a similar campaign in the future) include additional and more timely follow-up after the mailing to determine why customers who received the mailing did not respond.
Spivey, Carol Beth, "Evaluating direct-mail effectiveness in building sales and attracting new customers" (1990). Master's Theses. 1012.