March 2011

1. New Clicks: Blooms in a BottleTargeted CouponJanuary CashBack ClubCard MailingPost-Campaign Report March 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 • Campaign period: 20 January – 3 March 2011 • New shoppers targeted: 100,000 shoppers • Reward level constructed tested: • Get R2-0ff the purchase of any Blooms in a Bottle product • 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 0.04% (above 1% is ‘good’ for Current shoppers, 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 low: 0.27%(above 2% is ‘good’ for Current shoppers, above 1% for New shoppers) • Although volumes are small this is still a 4% increase in the Blooms in a Bottle customer base

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 199 incremental shoppers 9

10. Incremental Units How many more units were purchased? • Overall 77% of units incremental 10

11. Incremental Sales How many more sales were achieved? • Total mailed sales of R10k achieved, with 77% 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 -20% 13

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

15. Campaign Summary • Overall campaign generated the following response: • Redemption rate: 0.04% (38 shoppers) • Response rate: 0.3% (272 shoppers) • Successful at driving incremental behaviour: • Shoppers: 199 (73%) • Units: 331 (77%) • Sales: R 8,006 (76%) • Overall ROI is -20%

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

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