That is why we decided to enter the NOTINO Loyalty Envelope Campaign into the prestigious Marketing Diamond Awards in Hungary, in the category Customer Experience & Loyalty Programs.
For us, this is not only about taking part in a competition—it is an opportunity to open an expert discussion about the real value of parcel inserts as a channel that connects customer experience, performance, and loyalty in a single solution.
The right moment. The right context.
The project was developed in collaboration with Notino and was built on a simple yet crucial insight:
the moment an order is delivered is the peak of the customer experience. The customer has the product in their hands, is in a positive emotional state, and is naturally open to further interaction with the brand.
By using a custom branded envelope with personalized benefits and a QR-based mechanic, the parcel became a natural carrier of loyalty communication—integrated directly into the existing fulfillment process, without disrupting the customer journey.
Offline that can be measured precisely
The campaign ran across six countries (SK, CZ, PL, HU, RO, BG) in two waves and proved that offline communication can be just as data-driven and measurable as digital channels:
- 4% conversion rate in both waves,
- 11–25% of customers made a repeat purchase,
- 41–60% of customers remained active after 30/60/90 days,
with no need for additional media spend, thanks to leveraging existing distribution infrastructure.
For B2B brands, it is key that each distributed piece was connected to a specific customer and a measurable result. No media waste—full control over reach.
More value for everyone involved
The solution also included collaboration with non-competing partner brands. They gained a precisely targeted acquisition channel, while the customer received greater value within a single parcel. The result was a synergistic model in which the e-shop, partners, and the end customer all benefited.
From Notino’s perspective, the project confirmed that a parcel can function as a platform for building long-term customer relationships—not just as a one-off promotional activity.
Why the Marketing Diamond Awards?
We see participation in the Marketing Diamond Awards as a confirmation that insert marketing has a strong place in modern marketing strategy. At a time of rising online acquisition costs, owned distribution becomes one of the few channels a brand can fully control—and leverage both for performance and relationship-building at the same time.
That is why at PAKIET PLUS we do not view parcel inserts as an add-on to campaigns, but as a strategic customer experience tool with a measurable impact on loyalty and repeat purchases.
Our experience with the NOTINO Loyalty Envelope project confirmed that a parcel insert can operate as a full-fledged marketing channel—not only in terms of performance, but also for long-term customer engagement. This principle is exactly what we are building on as we take the next step within the PAKIET PLUS portfolio.
