Contents

1. VHF: Sister Lillian Targeted CouponAugust CashBack ClubCard MailingPost-Campaign ReportNovember 2010

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

3. Introduction • 149,890 ClubCard customers targeted utilising 5one’s targeting tool • Campaign period: 16 Aug 2010 – 18 Sep 2010 • Both Current and New shoppers targeted: • 1,059 Current shoppers • 148,831 New shoppers • Reward level constructed tested: • Buy any 2 Sister Lillian Remedies and get R15 .00 off • Buy any Sister Lillian Remedies products and get R10.00 off • 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 low: 0.05% (above 1% is ‘good’ for Current, 0.5% ‘good’ for New) 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 low: 0.14%(above 2% is ‘good’ for Current shoppers, above 1% for New shoppers) • Offer to new shoppers driving an additional 153 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 targeted shoppers resulting in 65% of shoppers being incremental 9

10. Incremental Units How many more units were purchased? • Due to high response rates of shoppers 65% of total units purchased were incremental • Mailed units higher than responders indicating shoppers picking up more than one product during the promotional period 10

11. Incremental Sales How many more sales were achieved? • Total mailed sales of R14k wasachieved, with 57% 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 negative: -76% 13

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

15. Campaign Summary • Overall campaign generated ideal response: • Redemption rate: 0.05% (81 shoppers) • Response rate: 0.14% (212shoppers) • Successful at driving incremental behaviour: • Shoppers: 139 (65%) • Units: 207 (65%) • Sales: R 8,293 (57%) • Overall campaign generated negative immediate ROI -76% at a promoted product level

16. Campaign Comparison

17. Recommendations • Use targeted coupons to invoke re-purchase and reward current shoppers • Consider solus mailing to gain new shoppers to the brand (targeting shoppers near stores where Sister Lilian is stocked) • In-depth analysis of what the Sister Lillian shopper looks like, how they shop across the range and what competitor products they are purchasing into

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