Catalog, Shared Mail Insert Combination Boosts Retail Foot Traffic | Retail
10/27/2026
- Upgraded printed catalog: RRD optimized leading furniture retailer’s catalog production and improved print quality
- MegaSheet introduction: RRD added targeted shared mail MegaSheet and precise neighborhood-level targeting to the company’s media mix
- Boosted sell-through: Solo mail catalog and shared mail MegaSheet combo added exposure, lifted in-store sales
RRD’s targeted shared mail MegaSheet, solo mail combination amplifies Black Friday sales for leading furniture retailer
CHALLENGE
A regional furniture retailer had become increasingly dissatisfied with the performance of their mailed catalog and newspaper inserts. High postage rates combined with reduced newspaper subscriptions led to just a fractional reach of their target audience. As a result, they were experiencing reduced foot traffic and a decline in sales volume.
The retailer wanted to improve the targeting of their catalog and reduce postage costs. In addition, they were intent on exploring best options for maximizing return on ad spend (ROAS). They sought a partner that could help them drive in-store sales and increase ROAS.
SOLUTION
RRD was brought in to improve the retailer’s reach over their current strategy. Following a consultation session, RRD devised an integrated marketing plan that merged shared mail distribution with solo mail for a more efficient campaign. The combined touchpoints targeted broader audience reach, enhanced brand awareness, and higher conversion rates.
For the retailer’s catalog, RRD oversaw printing while also executing targeting and mailing. Further, RRD was able to elevate the catalog’s perceived value by improving its print quality — strengthening the catalog's role as a physical extension of their brand.
As a way for the retailer to increase traffic even more, RRD introduced a targeted two-page shared mail MegaSheet insert with an initial run during Black Friday weekend. An oversized (10.25" x 12.25") 4-color insert, the MegaSheet integrates with RRD's Consumer Graph℠ for predictive analytics and precise, neighborhood-level targeting. As a result, the MegaSheet solution engages customer attention and generates significant visual clout while providing the cost efficiencies of shared mail.
RESULTS
RRD’s shared and solo direct mail solutions augmented the retailer’s catalog reach with a two-page MegaSheet insert, which generated added exposure and foot traffic. Specific results included:
- Optimized media mix: Integrating shared mail into the existing catalog distribution provided a comprehensive customer touchpoint strategy and improved overall campaign cost-effectiveness
- Enhanced campaign performance: Adding the insert drove a significant lift in brand engagement and overall conversion rates
- Greater audience engagement: The high-impact MegaSheet served as a powerful visual disruptor, successfully capturing customer attention during key sales periods
- Validated long-term strategy: The successful initial test and subsequent performance outcomes led the retailer to adopt the MegaSheet as a permanent media-mix fixture