Revlon: Charlie Targeted Coupon August Cashback ClubCard Mailing Post-Campaign Report

1. Revlon: Charlie Targeted CouponAugust Cashback ClubCard MailingPost-Campaign Report

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

3. Introduction • 149,984ClubCard customers targeted utilising 5one’s targeting tool • Campaign period: 16 Aug 2010 – 18 Sep 2010 • Both Current and New customers targeted: • Eye Shadow 8 pan palette • 74,678 Current shoppers • 316 New shoppers • Eye Pencils • 70,424 Current shoppers • 4,566 New shoppers • Offers tested: • R10 off when you buy 2 or more Charlie Cosmetics Eye shadow 8 Pan Palettes • R10 off when you buy 2 or more Charlie Cosmetics Eye Pencils • 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 low for both coupons: 0.07% and 0.09% for Eye shadow and Eye Pencil respectively (above 1% is ‘good’ for Current, 0.5% ‘good’ for New) 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 poor: 0.11% and 0.16 for Eye shadow and Eye Pencil respectively(above 2% is ‘good’ for Current, above 1% for New) • Driving 181 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 86% of shoppers incremental 9

10. Incremental Units How many more units were purchased? • 86% of eye shadow units purchased incremental • 100% of eye pencils incremental 10

11. Incremental Sales How many more sales were achieved? • Eye Shadow had total mailed sales of R596 of which 7% was incremental • Eye Pencil had total mailed sales of R2,682 of which 82% was incremental 11

12. How Did Shoppers Respond at a Total Range Level Because the offer was only on Charlie: Eye Shadow, it is important to understand if responders chose a different product from the Charlie range as a result of the mailing. Again, measuring this against the control group enables us to understand what was incremental How many more shoppers, sales and units were generated at a range level? • Targeted voucher delivered better results at a total Charlie level, generating R43K incremental sales • This demonstrates the marketing halo effect of sending targeted communication

13. How Did ShoppersRespond at a Total Range Level Because the offer was only on Charlie: Eye Pencil, it is important to understand if responders chose a different product from the Charlie range as a result of the mailing. Again, measuring this against the control group enables us to understand what was incremental How many more shoppers, sales and units were generated at a range level? • Revlon Charlie Eye Pencil has done poorly on both a product level as well as on a brand level • As a result there was no halo effect from marketing communication 13

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

15. Immediate Return On Investment : Product level What was the immediate ROI of the targeted coupon based on Incremental sales? • Overall ROI was poor : Eye Shadow has -100%, Eye Pencil has -91% *sales through the till ex VAT 15

16. Immediate Return On Investment: Range Level What was the immediate ROI of the targeted coupon based on Incremental sales at a total Range level? • The Eye Shadow range generated R91K and Eye Pencil R114K in total mailed sales • Overall ROI for Eye Shadow did better on a range level at 74%, • Eye Pencil still has a negative ROI further illustrating the poor performance of the Eye Pencil offer 16

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

18. Campaign Summary • Overall campaign generated the following response: • Eye Shadow, Redemption rate: 0.07% (56 shoppers) • Eye Shadow, Response rate: 0.11% (80 shoppers) • Eye Pencil, Redemption rate: 0.09% (68 shoppers) • Eye Pencil, Response rate: 0.16% (188 shoppers) • Reasonably successful at driving incremental behaviour on Range level: • Eye Shadow, Shoppers: 836 (23%) • Eye Shadow, Units: 1,096 (33%) • Eye Shadow, Sales: R43,386 (4%) • Eye Pencil, Shoppers: 26 (1%) • Eye Pencil, Units: 85 (3%) • Eye Pencil, Sales: R 812 (1%)

19. Recommendations • Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands • Test broader offer for customers (less niched / fewer constraints) • E.g. R10 any Revlon Charlie Eye Shadow and Eye Pencil • In-depth analysis of what the Revlon Charlie shopper looks like, how they shop across the range and what competitor products they are purchasing into

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