Direct Mail for Omnichannel Retail
Help Total Wine & More Turn 18.5 Million Customers into Repeat Buyers with Intelligent Direct Mail
With 280+ stores expanding across 30 states and a data-savvy omnichannel strategy, Total Wine & More is positioned to drive measurable in-store and online conversions through automated, personalized direct mail. Lob helps you connect your digital customer intelligence—from website behavior to purchase history—to tangible mailers that arrive at exactly the right moment, no manual processes required.
Automate Grand Opening Campaigns
As Total Wine & More opens new locations like Lubbock and Lake Nona, Lob enables hyper-targeted radius mailers that drive foot traffic from day one—automatically triggered and locally personalized at scale.
Personalize Loyalty & Retention Offers
Leverage your rich customer data to send tailored promotions, event invitations, and loyalty rewards to millions of customers—each mailer dynamically customized by purchase behavior, location, and preferences.
Bridge Online-to-Offline Journeys
With 65% of Total Wine & More customers starting online before buying in-store, Lob lets you retarget digital browsers with personalized postcards that drive them to their nearest location with relevant offers.
Track & Measure Like Digital
Get full visibility into delivery status, response rates, and ROI across every store market. Lob's analytics integrate with your existing data stack so your data science team can optimize campaigns continuously.
Improve your retail mail ROI – even with a lean team
Direct mail for retail & ecomm marketers
Retail marketing teams are expected to move fast, personalize everything, and prove ROI – often without extra headcount. Lob combines advanced campaign tools and industry-leading infrastructure, so your team can launch campaigns without managing multiple vendors, handoffs, or timelines.
How Lob helps
- Templates and automation: Create reusable templates, then trigger mail via API integrations.
- Routing intelligence: Lob coordinates print, routing, and USPS entry through our print partners to help shrink delivery time.
- Campaign analytics: Integrate with your CRM or CDP to track multichannel campaign results.
See Lob in action
How ecommerce and retail brands use Lob
Add mail to your CRM or CDP
customer journeys
Trigger postcards to reactivate
lapsed customers
Drive digital engagement with QR
codes or PURLs
Mail to new audiences you can’t get
to with email
Send personalized promotions or
offers timed to key events
Launch and deliver new campaigns
faster
25%
of marketing budgets are
going to direct mail in 2026
98%
of leaders say direct mail is
effective for winback
94%
say direct mail is best when
integrated with other
channels
Our experts know retail mail
Read the Q&A from Lob retail experts
How do we add direct mail to existing journeys so it runs alongside our digital channels?
Lob's API integrates directly with your CRM or CDP, so direct mail becomes another trigger in your existing journeys, not a separate workflow. When a customer hits a segment or behavior threshold, you can program mail to fire automatically to amplify your other channels.
What are the best ways to trigger winback mail, and when should it send?
Postcards work well for reactivation since they’re low-cost, easy to personalize, and can be stuck to a fridge as a reminder. Set your trigger based on lapse behavior in your CRM: typically 30, 60, or 90 days of inactivity, depending on your purchase cycle. You may even be able to reach customers that you can’t reach through email.
How do we personalize retail direct mail at scale without slowing production?
Build your template once in Lob with merge variables and conditional logic, then let your customer data do the work. Content, offers, and format can all flex dynamically at send time, whether you’re sending 500 thousand pieces or 500.
See How Lob Powers Direct Mail at Scale for Total Wine & More
