About Majestic

Majestic is the UK’s largest specialist wine retailer, with over 200 stores and over 1,000 highly trained expert staff nationwide.

The Challenge: Beat The Market Throughout The Christmas Period

Majestic wanted to outperform its rivals and exceed 2022 sales. To achieve this goal they’d need to win back lapsed customers, attract new fans, and drive retail traffic. All whilst accurately measuring channel attribution.

Over the seven weeks leading up to Christmas 2023, their campaign utilised TV, OOH, digital, social, customer DM, and door drops, all aligned with a unified strategy and insights.

The Solution: Targeted Door Drop Strategy Enhances Customer Acquisition

• Agency partner, &You, profiled Majestic’s RFV segments and created a Mosaic audience segmentation. This was integrated into their proprietary Zebra mapping tool to identify store catchment areas that were rich in both existing and potential new customers.
• Zebra sectors are ranked by coverage of high-value customer segment profiles. This helps to optimise offline targeting, including door drops and PAM. It also identifies sectors with the greatest acquisition potential, guiding media selection.

• The door drop strategy focused on targeting the profiled audience within store catchment areas, particularly in locations near to Waitrose and M&S stores. The goal was to drive maximum in-store traffic while re-engaging lapsed customers and attracting new ones.

The Results: Exceptional Returns in a Challenging Environment

• In January 2024, Majestic celebrated their best-ever Christmas, achieving an 8.1% sales increase despite a 50% reduction in the marketing budget compared to 2022. Majestic outperformed a market that was down 9% year-on-year.
• Door drop areas demonstrated a remarkable 33% sales uplift during the campaign, compared to a 15% uplift in control areas without the door drop—proving the door drop's impact in more than doubling performance.
• Even in the two weeks post-campaign, door drop areas maintained a 27% uplift, showcasing the channel’s extended 4-to-6-week effectiveness.
• Door drops delivered the highest Return on Marketing Investment (ROMI) across all channels, achieving an extraordinary 48.7:1.
• Success was driven by improved targeting using data insights, data-informed creative messaging, seamless integration with ATL channels, and direct response strategies.
• This campaign landed Whistl Doordrop Media and Majestic a Silver prize in the ‘Unaddressed Print & Door Drops’ category at the 2024 DMA Awards.