V itabiotics : Wellwomen Targeted Coupon Aug CashBack ClubCard Mailing Post-Campaign Report

1. Vitabiotics: WellwomenTargeted CouponAug CashBack ClubCard MailingPost-Campaign Report

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

3. Introduction • 99,773 ClubCard customers targeted utilising 5one’s targeting tool • Campaign period: 16 Aug 2010 – 18 Sep 2010 • Both Current and New customers targeted: • 1,717Current shoppers • 98,056 New shoppers • Reward level constructed tested: • Get R15 off any VitabioticsWellwoman product purchased • 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: 0.11% (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: 0.28%(above 2% is ‘good’ for Current shoppers, above 1% for New shoppers) • Offer to new shoppers driving an additional 197 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 71% of shoppers being incremental 9

10. Incremental Units How many more units were purchased? • Overall 73% 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 R28k achieved, with 65% 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 83% 13

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

15. Campaign Summary • Overall campaign generated ideal response: • Redemption rate: 0.11% (111 shoppers) • Response rate: 0.28% (280shoppers) • Successful at driving incremental behaviour: • Shoppers: 198 (71%) • Units: 274 (73%) • Sales: R18,345 (65%) • Overall campaign generated excellent immediate ROI 83% at a promoted product level

16. Campaign Comparison

17. Recommendations • Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands • Test higher offer levels • In-depth analysis of what the Wellwoman 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