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Corega Mailing Campaign Post-campaign Report December 2011

Corega Mailing Campaign Post-campaign Report December 2011. Contents. Introduction Redemption Response Immediate ROI Summary, Conclusions & Recommendations. Introduction . 25,200 ClubCard customers targeted using 5one’s targeting tool Campaign period: 14 October – 14 November 2011

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Corega Mailing Campaign Post-campaign Report December 2011

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  1. Corega Mailing CampaignPost-campaign Report December 2011

  2. Contents • Introduction • Redemption • Response • Immediate ROI • Summary, Conclusions & Recommendations

  3. Introduction • 25,200 ClubCardcustomers targeted using 5one’s targeting tool • Campaign period: 14 October – 14 November 2011 • Both current Corega shoppers and new Corega shoppers targeted, i.e. • 18,910 current Corega shoppers • 6,290 new Corega shoppers (based on their transactional behaviour have a high propensity to purchase Corega) • All shoppers received 4 offers • R10 off Corega Fixative Powder 50g • R3.50 off Corega Cleansers 32’s • R4 off Corega Cleanser Whitening 20’s • R7.50 off Corega Fixative Cream 40g

  4. Introduction

  5. Contents • Introduction • Redemption • Response • Immediate ROI • Summary, Conclusions & Recommendations

  6. Targeted Coupon: Redemption Redemption: shoppers who bought featured product at the same time as handing in the coupon • Redemption rate is excellent: 11.4%(above 1% is ‘good’ for Current shoppers, 0.5% ‘good’ for New shoppers)

  7. Contents • Introduction • Redemption • Response • Immediate ROI • Summary, Conclusions & Recommendations

  8. Targeted Coupon: Response Response: customers who received the mailing and bought Corega products (with and without redeeming the coupon) A more accurate metric for campaign success as the mailing acts as a call to action and a marketing message. • Overall response rate is excellent: 20.0% (above 2% is ‘good’ for Current shoppers, above 1% for New shoppers)

  9. Contents • Introduction • Redemption • Response • Immediate ROI • Summary, Conclusions & Recommendations

  10. Immediate Return on Investment What was the immediate ROI of the mailing? • Further profit will be made from these shoppers as they repeat purchase over the long-term

  11. Contents • Introduction • Redemption • Response • Immediate ROI • Summary, Conclusions & Recommendations

  12. Summary • Overall campaign was very successful • Redemption: 11.4% (2 861 shoppers) • Response rate: 20% (5 131 shoppers) • ROI 242% • On average 1.3 coupons were redeemed per shopper • Whilst the new shoppers ROI was negative this group will break even over time as they repurchase • Not only is this a call to action, but also a brand awareness exercise so customers may shop at a later stage outside of the analysis period

  13. Recommendation • Continue to use targeted mailings to invoke re-purchase and gain new shoppers to the brands. Consider tests as follows: • extending the offer period from 4 to 6 weeks to see if this increases response as it gives a longer period within which to redeem. • Test sms reminder 1 week after mailing • Potentially target shoppers who have responded to this campaign with threshold offers to drive increased spend e.g. Purchase 2 or more products and receive the discount.

  14. Thank You Belinda Walsh K&B Direct 021 7971628Belinda@kbdirect.co.za

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