STRAYZ stands for natural organic food for cats and dogs: gluten-free, with no added sugar, no preservatives and no unnecessary additives. The Berlin-based company also has a social mission. With every purchase, STRAYZ supports selected animal welfare organizations. Customer retention therefore has a special role in the brand’s growth strategy.
When STRAYZ saw that some cat-food customers bought only once, the team investigated carefully. Customer surveys and product tests showed that cats unfamiliar with natural food often found the product less appealing because it did not contain attractants. STRAYZ responded with a new recipe that had a higher sauce content, still without attractants or binders, and appealed even to very selective cats.
Challenge
Many cat owners liked the values and mission behind STRAYZ, but the food did not match their cats’ taste. These customers were effectively lost for STRAYZ because traditional channels such as email and social media could barely reach them. STRAYZ needed a way to inform those customers about the changed recipe.
Solution and campaign
Together with PostPal, STRAYZ launched a targeted postcard campaign. The goal was to reach customers who had bought cat food exactly once within the last 300 days. Customers from the last 30 days were excluded so that new customers who were still testing the product would not be contacted too early.
The campaign used DIN A6 postcards to announce the product relaunch. The card highlighted the increased sauce content and added a 15% voucher as a purchase incentive. As an additional conversion element, the postcard showed a stray cat to remind customers of the brand’s mission.
Results
The campaign achieved a ROAS of 483.6% and a conversion rate of 5.1%. STRAYZ was able to win back lost customers and create the basis for additional long-term revenue.
Madeline Metzsch, founder of STRAYZ, described the postcard campaign as a new way to strengthen customer retention: “Direct reachability for all of our customers opens up completely new possibilities in customer communication.”
The reactivated customers can now contribute additional revenue through follow-up purchases, which increases the long-term return on investment of the campaign.