Contents

1. Colgate Palmolive Targeted CouponDecember CashBack ClubCard MailingPost-Campaign ReportFebruary 2011

2. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

3. Introduction • 298,855ClubCard customers targeted utilising 5one’s targeting tool • Campaign period: 29 Oct 2010 – 26 Dec 2010 • Both Current and New customers targeted: • 28,417 Current shoppers • 270,438 New shoppers • Reward level constructed tested: • R5 off any Palmolive Showergel • Control group of look alike shoppers measured over the campaign period

4. The Mailing

5. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

6. Targeted Coupon: Redemption Redemption: shoppers who bought featured product at the same time as handing in the coupon • Overall redemption rate is 0.7% (above 1% is ‘good’ for Current shoppers, 0.5% ‘good’ for New shoppers) • Offer to current shoppers generating excellent redemption rates How many mailants shopped the promoted products?

7. Targeted Coupon: Response Response: shoppers who bought featured product regardless of whether they handed in the coupon A more accurate metric for campaign success as the coupon acts as both a discount and marketing message. • Overall response rate is good: 1.6%(above 2% is ‘good’ for Current shoppers, above 1% for New shoppers) • Offer to new shoppers driving an additional 2,975 new shoppers to the brand!

8. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

9. Incremental Shoppers Incremental analysis shows how total mailed responders would have shopped had they not received the mailing – essential in understanding actual effect of the campaign. How many shoppers were incremental? • Overall the mailed group shopped at a higher rate than control shoppers resulting in 68% of shoppers being incremental 9

10. Incremental Units How many more units were purchased? • Due to high response rates of shoppers 74% of total units purchased were incremental 10

11. Incremental Sales How many more sales were achieved? • Total mailed sales of R92k achieved, with 64% sales being incremental 11

12. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

13. Immediate Return On Investment What was the immediate ROI of the targeted coupon based on Incremental sales? • Overall ROI is 18% • Although the ROI for new customers is flat, the effect of having 2,975 new shoppers to the product will generate positive effect over time 13

14. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

15. Campaign Summary • Overall campaign generated ideal response: • Redemption rate: 0.7% (2,157 shoppers) • Response rate: 1.6% (4,649shoppers) • Successful at driving incremental behaviour: • Shoppers: 3,161 (68%) • Units: 4,872 (74%) • Sales: R 59,159 (64%) • Overall campaign generated immediate ROI of18% at a promoted product level

16. Recommendations • Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands • Although the ROI for new customers is flat, the effect of having 2,975 new shoppers to the product will generate positive effect over time

17. Thank-you Nikki Emerton – 5one Account Manager Nikki.emerton@5one.co.za