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July 2011

New Clicks: Ethnic Haircare Targeted Coupon April CashBack ClubCard Mailing Post-Campaign Report. July 2011. Contents. Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations. Introduction.

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July 2011

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  1. New Clicks: Ethnic HaircareTargeted CouponApril CashBack ClubCard MailingPost-Campaign Report July 2011

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

  3. Introduction • 100,000 ClubCard shoppers targeted utilising 5one’s targeting tool • Period: 11 April to 25 June 2011 • Both Current and New shoppers targeted: • 70,000 new shoppers to Inecto • 30,000 new shoppers to Inecto Plus and Cavil Colours • Reward level constructed tested: • R5 off INECTO 50ML’s • R10 off on INECTO PLUS & CAIVIL COLOURS

  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 good 0.5% (above 0.5% ‘good’ for New shoppers) 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 1%(above 1% for New shoppers) • This campaign resulted in an additional 1,110 new shoppers to the promoted product. Over time this should generate long term ROI for these brands.

  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 the control group resulting in 2,147 incremental shoppers 9

  10. Incremental Units How many more units were purchased? • Overall 58% of units were incremental 10

  11. Incremental Sales How many more sales were achieved? • Total mailed sales of R1.1 million achieved, with 60% 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 6731% 13

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

  15. Campaign Summary • Overall campaign generated the following response: • Redemption rate: 1.2% (615 shoppers) • Response rate: 4% (3,978 shoppers) • Successful at driving incremental behaviour: • Shoppers: 2,147 (54%) • Units: 3,285 (58%) • Sales: R 683,052 (60%) • Overall ROI is 6731%

  16. Campaign Comparison

  17. Campaign Comparison

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

  19. Thank-you Nikki Emerton Nikki.Emerton@5one.co.za 083 686 9076

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