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Relax The Back® Drives New Customers Into Its Stores with ShopDrops™
Industry:
FurnitureIn Partnership With:
Shopify
,
TLDR:
- Background/Challenges: Relax The Back, an omnichannel ergonomic furniture and wellness retailer with over 60 corporate and franchisee-operated stores, came to PostPilot to modernize their marketing playbook and find new, measurable ways to drive retail sales.
- Solutions/Tactics: The team has run ShopDrops™ (geo-targeted lookalike mail that drives foot traffic to specific stores) for retail acquisition, SiteMatch™ to convert anonymous site visitors, and automated winbacks to reactivate lapsed buyers.
- Results: Extremely strong results across the board. The highlight: multiple ShopDrops campaigns posted above a 5x+ ROAS, meaning that Relax The Back has a new, reliable lever to drive retail sales.
Background & Challenges
Since 1984, Relax The Back has helped people find relief from pain, restless nights, and poor posture, so they can move well, rest well, and live well. It's an omnichannel business with a strong retail footprint, with over 60 stores.
That's a lot of retail square footage, and a lot of local markets where "did our marketing work?" has historically been tough to answer.
When Erika Weiss came on as fractional CMO, the brand's playbook hadn't changed for some time: 36-page catalogs, four times a year, printed and mailed through a stack of legacy vendors, with performance data that showed up months later.
So, using direct mail was never in question. The way it had always been run was. They suffered through egregious monthslong lead times, and data reporting was delivered in messy spreadsheets weeks after a campaign window ended.
Looks like a job for PostPilot.
"We needed to find new ways to acquire new customers. At the same time, people are experiencing digital fatigue. So, PostPilot’s been a great new customer acquisition vehicle. The targeting and dashboards have been phenomenal." —Erika Weiss
Solution: The Best Direct Mail Platform in the Biz
No More Spreadsheets (Thank Goodness)
For Relax The Back, performance data used to arrive in messy spreadsheets, weeks after a campaign ended. Now all campaign results appear in the PostPilot app, and the team can quickly make adjustments and plan based on the results. Erika has otherwise waited up to “three months” for data.
Even with retail performance data—Relax The Back is heavily leveraging ShopDrops™, which drives retail sales—the process is simple, and results are centralized: PostPilot’s analytics team quickly runs matchbacks and updates Relax The Back’s dashboard.
Rapid Launches and Easily Modifiable Mailers
“The fact that we can look at our results in the dashboard and make changes instantaneously is incredible. We're like, ‘Oh, you know what? We want to change the headline on that postcard.’ We send it in. Boom.” —Erika
Well, Erika pretty much wrote this section for us (thanks, Erika!).
But the point is that Erika’s team is able to treat direct mail like a digital channel. See the data, evaluate the creative, make a change, and relaunch a campaign in no time.
Just like in an email campaign or Meta ad.
Making Direct Mail Insanely Easy
“I really want to put in a good word for Aleks [Merz], our AM. We love her. We really, really enjoy working with her. She gets our business and is so easy to work with.” —Erika
Aleks, like all of PostPilot’s account managers, is a direct mail and PostPilot expert after having worked with brands running every kind of program under the sun. She builds and optimizes Relax The Back’s direct mail strategy, coordinates launches, keeps Erika updated on all campaign progress, and ensures the program runs like a well-oiled machine.
Or, maybe in this case, a hyper-fast, high-tech printer.
Tactics of the Trade
Driving Retail Sales with ShopDrops™
"We're driving completely new customers into our stores now. We can connect offline events to our dashboard and see exactly what's going on." —Erika
PostPilot’s ShopDrops™ are AcquisitionAI campaigns built to drive foot traffic into a brand’s retail stores. But instead of targeting prospects nationally, they target high-propensity prospects who live near specific store locations.
Retail-heavy brands like Relax The Back are always looking for levers to pull to increase retail foot traffic and retail sales.
ShopDrops campaigns do both.
They tested driving sales in corporate-owned stores, and now they’re looking to significantly expand the program after seeing strong results (more on that at the end).
SiteMatch™: Converting Anonymous Site Visitors for Net-New Acquisition
Relax The Back sells beautiful, high-ticket products that have longer consideration periods. When shoppers pop onto the site from a Meta ad, they’re less likely to buy after a quick glance, so the team needs a way to keep their products top-of-mind.
Enter: SiteMatch™, which identifies 20–40% of anonymous site visitors, matches them to a home address, and sends mail to those with the highest propensity to buy. Existing customers and visitors who don’t demonstrate valid intent signals are filtered out to boost performance.
With SiteMatch, the team is able to push their prospecting dollars further, and effectively nurture shoppers as they decide what to buy.
Retention: Reactivating Lapsed Buyers
Relax The Back customers often buy once and keep their products for years, which means that the team has had a golden opportunity to leverage direct mail’s superpower—that is, reaching all their past customers, including those who are unsubscribed from email/SMS.
And they’ve taken advantage of that superpower.
After seeing fantastic results winning back past buyers, the team has automated winbacks to ensure they’re reaching customers in multiple recency-frequency segments.
Results
"We love PostPilot’s speed and efficiency. We love the transparency, and we love the results. That’s it in a nutshell." —Erika
The big headline here: ShopDrops campaigns have been working. Top campaigns are running 5x to 14x+ ROAS.
Several target locations have already more than covered their spend, and every conversion is a brand-new customer who Relax The Back can retain down the road—with direct mail, perhaps. Because results report store by store, Relax The Back knows exactly which markets to scale next, and the winners are already getting their next drop.
But let's break down the rest of the program:
- SiteMatch: Relax The Back converted anonymous site visitors with SiteMatch™ at an 18.35x ROAS (!!)
- Retention: winbacks sent to one-to-three-year lapsed buyers drove 15x+ ROAS
For a brand that came in reliant on catalogs that took a long time to measure, we have a whole new story: direct mail turned into a performance channel Relax The Back can see, steer, and scale, driving new customers into stores and winning old ones back at the same time.
Next up, Relax The Back is expanding ShopDrops™ across more of its locations, automating their retention program, and even adding MailMatch™ as another retargeting layer.
Backs everywhere, rejoice!
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