Musti Group is the leading pet supply store in the Nordics, with over 260 retail outlets, as well as webshops, in Finland, Sweden and Norway. Their combined sales exceed 200 million euros.
A core part of their marketing strategy to date has been a 16-page leaflet sent monthly to over 1 million people. Musti Group wanted to understand whether this marketing activity was working for them and, perhaps even more importantly, could it be working even better? So far, the same postal codes had been repeated with little time to test new areas.
The aim was simple -- maximise ROI while remaining within their current budget and better reach both current and new customers.
To help them do this we developed an interactive heat map which plotted store locations, key KPIs and, best of all, expected ROI. This allowed them to fine-tune their strategy and test out previously neglected hypotheses.
“Of course the profitability has gone up, we’re now making 1,4 million more margin on top of the margin growth we had before.”