An innovative multi-channel, multi-wave marketing programme, which included direct mail, instore POP and glow magazine, was developed. Participation in the programme was sold to select vendors (e.g. packaged goods), offsetting the cost of the programme for SDM. A creative concept was developed that tied together several key consumer insights while leveraging the brand equity of the Shoppers' Optimum Programme.Shoppers Optimum Members identified 'new mothers' (e.g. have recently had a child or are about to have a child) through SKU-level (stock keeping unit) data mining of the Shoppers' Optimum marketing database. Not only was SDM able to identify women who had recently had a child, they were also able to identify women who would have a child in the near future (e.g. purchase of prenatal vitamins). The New Mom creative tapped into the consumer insight that this time of their life is one of change – SDM is here to help provide value and information. Two waves of direct mail were executed, followed by subsequent mailings of glow magazine (a targeted publication mailed to top Shoppers' Optimum Members).

The Shoppers Optimum for Moms programme was a resounding success for SDM and the participating vendors on multiple metrics. The demand amongst vendors exceeded objective by 50%. Overall response exceeded objective, with the campaign netting nearly 25% while ROI to SDM was 1000% and an average ROI to individual brands of 8%. The results continued to impress with overall retention rates @ 19% vs that of the control cell. And finally, total sales of $4,500,000, $500,000 of which is incremental.