A coupon for Kaela, a female customer who's favorite dessert is cake.
A coupon for Zain, a male customer who's favorite dessert is cake.
This project is an example of how I implemented one-to-one marketing into a direct mail piece. As a result, the coupon connects to a database through XMPie, which allows the coupon's appearance and discount amount to change based on different criteria.
The logic: Personalization is crucial when it comes to direct mail, simply because it gets the attention of the recipient more than a general mail piece would. Therefore, each coupon is personalized for each recipient. For example, someone whose favorite dessert is a cake will have a photo of a cake on their coupon. Customers that return more frequently have a higher discount as a reward for their frequent patronage. The QR code also changes based on the number of visits a customer made. Someone who has visited 20 times is offered a separate coupon that gives them a free item. For customers that have not shopped at the bakery often, the QR code instead brings up the contact information and address of the bakery. Frequent customers already know how to contact or locate the bakery, but new customers likely would not.
The design: Before I started to design the coupon, I thought about the size of the piece. I knew I wanted my coupon to stick out from regular mail, so I opted to make it 11 x 6 inches. For graphic elements, I sought to maintain a cohesive design between all variations of the coupon. Rabbit motifs were utilized heavily as a tie-in to the name: Hot Bun Bakery. The logo resembles a bunny-shaped cinnamon roll (AKA: a "hot bun"). To appeal to feminine customers, I stuck with a cheerful and pastel color scheme. For masculine customers, the design is darker and more muted. I wanted the design of the coupon to embody the cozy atmosphere of the bakery, and so I used round shapes to evoke softness.