Tepperman’s and Canada Post turn a centennial catalogue into record in-store traffic

At a glance

• Tepperman’s launched a centennial, omnichannel campaign across southwestern Ontario with Canada Post — anchored by a beautifully produced catalogue and VIP Personalized Mail™ offers.
• The tangible, targeted mix cut through competitive noise, drove record in‑store traffic, and lifted sales and social engagement, reinforcing Tepperman’s 100‑year legacy with customers and communities.

Tepperman’s has been a comfortable part of our homes for a long time.

Since 1925, the Windsor-based company has provided furniture, mattresses, appliances and electronics to generations of customers. Operating seven stores in southwestern Ontario – Windsor, London, Kitchener-Waterloo, Ancaster, Sarnia, Chatham and St. Catharines – they have established themselves as a valuable community partner for three generations.

Approaching their 100th anniversary, the Tepperman’s team wanted to create a celebration that connected with loyal customers and attracted new prospects in a meaningful and impactful way. It was a marketing challenge a century in the making – and that’s why they turned to Canada Post.

Tepperman’s, a Canadian retailer used a targeted catalogue and Personalized Mail to drive in‑store traffic across Ontario during its centennial campaign. The combination of physical reach, precise targeting, and exclusive VIP offers increased customer engagement and helped lift store visits and sales during a highly competitive retail period. The approach also supported deeper brand loyalty and measurable campaign performance.

Standing out from competition: How a century‑old retailer stays competitive with direct mail

There’s a lot of competition to get into your living room, kitchen, dining room or even bedroom.

In 2025, the home furnishings market in Canada is expected to top $27 billion. With a projected annual growth rate of 3.85% over the next five years, it is one of the fastest-growing retail segments among all generations.

Those kinds of numbers mean lots of competitors, from lower-end online retailers to nationwide home furnishing giants to big box super stores.

For Tepperman’s, the challenge is clear: Leverage their 100-year legacy to stand out in a crowded market and drive measurable engagement and sales results during their milestone celebration.

“At its heart, this is a company of entrepreneurs constantly striving to be better at what we do,” said Karen Sterling, VP Marketing & eCommerce. “We are a smaller player up against some major national and international players, but we do very well for ourselves because we never rest on our laurels. Ours is a spirit of constant reinvention and a willingness to try.

“That’s what’s kept us competitive for 100 years.”

Celebrating a milestone: A centennial campaign powered by direct mail and catalogues

In March, Tepperman’s kicked off its 100 Years … and More in Store campaign, a yearlong celebration of the company’s centennial that served both as a reflection on its history and a vision for its future. Plans called for their largest, most comprehensive omnichannel marketing campaign ever – with Canada Post helping tie the whole room together.

“Canada Post is invested in our business and our spirit of innovation,” Sterling said. “They are amazing partners. Together, we brainstorm, get creative and find ways to further optimize.”

This collaborative relationship was essential in crafting a targeted direct mail campaign that would kick off Tepperman’s 100th-anniversary celebration with a bang.

Connecting with a catalogue: Why they remain a powerful retail marketing tool

Tepperman’s wanted everyone – everyone! – to join the celebration from the start.

“We wanted to encircle the customer,” Sterling said. “Whether they saw messages on TV, flyers, delivery trucks, billboards, transit advertising, online or heard it on the radio, we wanted Tepperman’s to be top of mind. And the direct mail component, delivered by Canada Post, was a crucial part of that strategy.”

The 100 Years campaign opened across all marketing channels, but leaned into a strong physical presence to connect with customers, including two main pieces:

• A beautifully designed catalogue highlighting Tepperman’s legacy and latest products. Distributed to select homes (and available online), the catalogue showcased exclusive promotions, including a 100th Anniversary Giveaway with more than $100,000 of prizes.
• Canada Post Personalized Mail sent to VIP customers, offering exclusive deals, special financing options and free gifts redeemable in-store.

“When it comes to media mix, people underestimate the power of having something tangible in your hands,” Sterling continued. “We are strong believers in digital. But when you have compelling print – gorgeous creative combined with precise targeting and the right message at the right time – it produces extraordinary results.

“It is special when something arrives in your home, something that has been carefully thought out with an exclusive offer just for you.”

Adding a personal touch: Driving repeat visits with Personalized Mail offers

For Tepperman’s, personalization was a key strategy for rewarding loyal customers and driving repeat business.

Recognizing the value of their VIP customers, the company used Canada Post Personalized Mail and created direct mail pieces that offered exclusive deals, special financing options and free gifts redeemable in-store. These mailers were tailored to individual customer preferences and purchase history, creating a highly relevant and engaging experience that reinforced their loyalty to the brand.

“The print component was an invaluable part of the success,” Sterling said. “Because we can effectively reach not only new customers with the catalogue, but our current customers with this personalized direct mailer, it really was the best of both worlds for us.”

By leveraging Personalized Mail, Tepperman’s created a one-to-one connection with their VIP customers, demonstrating appreciation and driving significant results. The personalized approach not only boosted redemption rates but also fostered a deeper emotional connection with the brand, solidifying a legacy of customer service.

“The direct mail component was a real closer for us,” Sterling said. “It’s one thing to see an ad online, but it’s another thing to have a tangible piece in your hands that you can think about and reflect on. That’s what really drove customers to our stores.”

Delivering exceptional results: How direct mail delivered strong results for Tepperman’s

The results of the campaign exceeded all expectations.

Despite economic uncertainties prompted by U.S. tariffs, Tepperman’s experienced a significant increase in foot traffic to their stores. This surge in visits translated into extraordinary sales. Furthermore, the campaign generated record engagement across social media, with customers sharing their own Tepperman’s stories demonstrating a deep emotional connection with the brand.

Direct mail delivered a winning 100th anniversary campaign with major lifts

Source: Tepperman’s

“Our March program launched the celebration of Tepperman’s 100th anniversary, and the printed catalogue played a key role in its success,” CEO Masoud Negad said.

“Working with Canada Post allowed us to deliver it efficiently and at scale – cutting through the competitive noise, bringing our story and products directly into the homes of the customers we serve. It was a straightforward, effective tactic that supported broader momentum in the business and contributed to a very successful month.”

Growing with Canada Post: Testing, targeting and optimizing future direct mail efforts

The 100 Years campaign will be more than a year of celebration – it will also be a year of learning, as the company has three tests planned and more in mind with new formats, new targeting and new approaches.

“We’re slicing and dicing different ways of approaching our marketing. Everything is about optimization of our ROI,” Sterling said. “I’m data driven. As marketers, we always have a sense of what will work, what’s in our gut, but nothing beats when you can show people real data and hard numbers. In marketing, we’re all about the ROI. We need to ensure we are spending effectively and show the receipts of what works.”

For Tepperman’s, this anniversary campaign was a celebration of their enduring commitment to customers and communities. With the help of Canada Post, they were able to deliver that message directly to the homes and hearts of Canadians, solidifying their legacy for generations to come.

Key takeaways

• Tangible print plus precise targeting can outperform digital‑only approaches.
• Use a catalogue for reach and brand building, and Personalized Mail for relevance and redemption.
• VIP recognition and clear offers strengthen loyalty and in‑store action.
• Continuous testing of formats, targeting, and timing sustains ROI.