Clicks Eetless Targeted Voucher January Cashback ClubCard Mailing Post-Campaign Report

1. Clicks Eetless Targeted VoucherJanuary Cashback ClubCard MailingPost-Campaign Report April 2010

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

3. Introduction • 99,981ClubCard customers targeted utilising 5one’s targeting tool • Campaign period: 22 Jan – 26 Feb • Both Current and New shoppers targeted: • 12,066Current • 87,915 New • Offer: • Save R5 when you buy either EetlessHoodia or Heatboost pills • Control group of look alike customers measured over exact same 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 low: 0.24% (typically around 0.5% - 1% is deemed as good) • Of the 239 redeemers, 30 were new shoppers 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 low: 0.7% (typically 1% - 2% is deemed as ‘good’) • However excellent response rates generated amongst Current shoppers: 5.1% • Of the 697 responders, 84 newshoppers were gained

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

9. Incremental Shoppers, Sales & Units Incremental analysis shows how total mailed responders would have shopped had they not received the mailing – essential in understanding actual effect of the campaign. • Overall, high uplift achieved across all metrics: • Number of shoppers increases from 239 to 697, with 52% being incremental • Sales increases from R33k to R75k, with 56% being incremental • Total Units increases from 369 to 807, with 54% being incremental 9

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

11. Immediate Return On Investment What was the immediate ROI of the targeted coupon? • Overall ROI is negative: -16% 11

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

13. Campaign Summary • Overall campaign generated slightly below average response: • Redemption rate: 0.24% (239 shoppers) • Response rate: 0.7% (697 shoppers) • However, compared to control group behaviour highly successful at driving incremental behaviour: • Shoppers: 364 (52%) • Units:438 (54%) • Sales: R 41,983 (56%) • Overall campaign generated a below average immediate ROI: • Profit: -R 8,017 • ROI: -16% • Campaign results indicative of niche/low awareness product range given the low numbers of current customers available

14. Recommendations • Raise awareness of the product range amongst Clicks shoppers • Continue to use targeted coupons to gain more profitable customer behaviour • Test higher offer levels

15. Thank-you Robert Grace – 5one Senior Consultant robert.grace@newclicks.com Nikki Emerton – 5one Account Manager Nikki.emerton@5one.co.za Zakariya Patel – 5one Junior Analyst Zakariya.patel@5one.co.za