Van Nuys, CA, June 11, 2009 - Direct response marketing, DRTV in particular, is a fast-paced industry that requires the continual monitoring of every aspect of a campaign, from ad buys, inbound orders and customer service to time-in-transit, freight costs and return rates. That is why Savvier, LP counts on the integrated web-based campaign management and decision support platform from Moulton Logistics Management for real-time campaign management and optimization.
From order break downs to continuity reports, Moulton's platform provides Savvier, LP with the data and analytics and reporting tools they need, the moment they need it, in one convenient place.
Savvier, LP offers full-service marketing, product development, manufacturing and international distribution for some of the direct response industry's leading fitness, kitchen, house wares and personal care items. Among its most popular products are Bender Ball, Crunchless Abs, Zone Pilates and 6 Second Abs.
Savvier knows all too well how data-intensive the direct response industry can be. With short business cycles -usually lasting only a few years-instant access to comprehensive data and analytics to monitor and optimize campaign performance in real-time is critical to success.
"Moulton's extensive data capabilities really set them apart from other fulfillment companies. They realize that they aren't just in the shipping business; they are also the information business," said Stu Turner, Savvier's Vice President of Direct Response Operations. "Moulton provides us with the tools, information and reliable reporting we need to continually optimize and improve campaigns. Without that, our campaigns would be at a standstill."
Moulton's technology-enabled outsourced fulfillment and analytics services provide Savvier with comprehensive data, tools and reporting functions that allow them to monitor, manage and optimize every aspect of their direct marketing campaigns. As a result, they are able to deliver to their own clients improved campaign performance, reduced costs and increased profitability.
For example, Savvier makes extensive use of the order break-down tools available on the Moulton platform to generate a real-time view of how many orders have been received, shipped and returned. It also provides critical information on return and decline rates, even breaking it down by source or specific offer, and allows for streamlined continuity shipment performance monitoring.
"We can check shipping transit and delivery time by carrier, which lets us weigh freight costs against actual performance - not only what the carriers say, but what is actually happening," said Turner.
"There is great value in being able to query the database and look at specific date ranges, sources and offers in real-time. We can really keep an eye on how campaigns are going on a day-to-day basis, which is much more valuable than weekly or monthly data downloads or static snapshots. With many campaigns operating on a one- or two-quarter season, waiting until month's end to analyze performance is too late," he added.
The platform has already proved its value to Savvier, helping them identify a source that was not accurately capturing e-check information, resulting in a higher-than-average decline rate. Because they were able to access data at a very granular level, Savvier was able to isolate and correct the data capture problem before it impacted revenues.
"There is no way that we could have drilled down to such a fine level of detail if we had not had access to real-time data and tools across the platform. Normally, these details would have been lumped in with other transactions and, because the numbers were not big enough to throw everything off, the problem could have gone on unnoticed for years," said Turner.
Moulton designed its platform for ease of use, with drop down menus for easy sorting and searching based on a range of criteria, including order type and status, source, call center location and individual agent, shipping location, freight usage, and returns. It provides DRTV marketers like Savvier with peace of mind knowing that any break down along the continuum can be quickly pinpointed and resolved.
CampaignManager is another of Savvier's favorite applications on Moulton's platform because it allows them to administer nearly every aspect of their marketing campaigns. In addition to providing online management and distribution of digital and creative files and other shared documents, CampaignManager makes it easy to set up and manage offers, SKUs and bill of materials (BOMs) for faster time-to-market.
Turner describes CampaignManager as a "useful self-service manager" that allows Savvier to maximize internal resources by providing a central repository of offer codes and simplifying inventory set up, including the ability to direct the inclusion of special offer coupons and other materials in order shipments. By automating those processes through CampaignManager, Savvier is able to focus its internal resources on core business activities.
The continued investment Moulton makes in developing the innovative technologies that allow its clients to achieve their own business objectives has been important to Savvier. But it is far from the only reason Turner has entrusted Moulton with one of the most critical aspects of their direct response business.
"It's amazing to look back six years at all the changes that have been put into place, whether it be with fulfillment, freight, customer service or reporting and data," said Turner. "But the added bonus is the people. We have found them to be honest, trustworthy, forthright and easy to work with-all important qualities in one of your most important business partners."
About Moulton Logistics Management
Based in Los Angeles, Moulton Logistics Management (www.moultonlogistics.com) utilizes advanced technologies to provide the direct response marketing industry with turnkey direct-to-consumer fulfillment, retail distribution, state-of-the-art customer service contact centers and web-based DR analytics software. Central to Moulton's offerings is a fully integrated web-based platform that empowers clients to manage all aspects of their campaigns in real-time, providing full back-end visibility and campaign optimization. With 40+ years of experience, automated operations and bi-coastal distribution centers, Moulton Logistics is the one-stop solution provider for the direct response industry's outsourcing needs.
