Vital Health Foods: Weetol Targeted Coupon May Cashback ClubCard Mailing Post-Campaign Report

1. Vital Health Foods: WeetolTargeted CouponMay Cashback ClubCard MailingPost-Campaign Report July 2010

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

3. Introduction • 85,713ClubCard customers targeted utilising 5one’s targeting tool • Campaign period: 3 May – 4 June 2010 • Both Current and New shoppers targeted: • 19,514 Current shoppers • 66,172 New shoppers • Reward level tested: • Get R10 off when you spend R50 or more on any Weetol products • Control group of look alike customers 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: customers who bought featured product at the same time as handing in the coupon • Overall redemption rate is average (above 1% is ‘good’ for Current, 0.5% ‘good’ for New), however this is due to the large number of New shoppers targeted • Current shoppers generated excellent redemption rate of 3.5% How many mailants shopped the promoted products?

7. Targeted Coupon: Response Response: customers 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 excellent: 3%(above 2% is ‘good’ for Current, above 1% for New) • Response rate amongst Current shoppers is excellent at 12% • This campaign has driven an additional 180 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 control group shopped at a substantially lower rate than targeted shoppers resulting in all new shoppers to the brand being incremental 9

10. Incremental Units How many more units were purchased? • Due to good response rates of customers 39% of total units purchased were incremental 10

11. Incremental Sales How many more sales were achieved? • Total mailed sales of R187k achieved, with 25% sales being incremental • R52 per responder gained for new shoppers 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 excellent: 366% • Current offer generated an exceptional ROI of 1533% 13

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

15. Campaign Summary • Overall campaign generated ideal response: • Redemption rate: 0.84% (724 shoppers) • Response rate: 3% (2,622 shoppers) • Highly successful at driving incremental behaviour: • Shoppers: 250 (63%) • Units: 300 (64%) • Sales: R3,420 (55%) • Overall campaign generated a poor immediate ROI -93% at a promoted product level

16. Recommendations • Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands • Test broader offer for new customers (less niched / fewer constraints) • In-depth analysis of what the Weetol shopper looks like, how they shop across the range and what competitor products they are purchasing into

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