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Cox Target Media® Promotion Yields 5,535% Return on Investment for Toys“R”Us

Marketing Objective

To measure the effectiveness of a Cox Target Media promotion in increasing sales volume, customer transactions and number of items sold.

Mailing Strategy/Campaign

  • Matched-store panel test in 3 markets: Boston, Chicago, Detroit
  • Test and control stores were similar in size, customer buying habits and consumer profiles
  • 500,000 homes mailed offers twice (1 million total mailings) within 5-mile radius of test stores
  • $5 off $50 or more, $10 off $25 or more and 20% off any item mailed in December
  • $5 off $25 or more, $10 off $50 or more and 20% off any item mailed in February

Test Results

  • 5,535% overall return on investment (ROI) over both mailings
  • $1.6 million net sales increase
  • 18,723 coupon redemptions
  • $85.40 average purchase
  • 7% increase in overall number of customer transactions
  • 4.3% increase in number of items sold


The sales increase generated by the Cox Target Media promotion indicates its effectiveness in
motivating consumers. In addition to the dramatic 5,535% ROI, the promotion’s 18,723 redemptions, a rate of 1.9%, produced an average purchase of $85.40 and a net sales increase of $1.6 million. The significant results of this marketing test indicate the Cox Target Media audience is highly motivated and responds enthusiastically to an ad campaign that includes strong offers.