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Veet Targeted Voucher January Cashback ClubCard Mailing Post-Campaign Report

Veet Targeted Voucher January Cashback ClubCard Mailing Post-Campaign Report. April 2010. Contents. Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations. Introduction.

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Veet Targeted Voucher January Cashback ClubCard Mailing Post-Campaign Report

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  1. Veet Targeted VoucherJanuary Cashback ClubCard MailingPost-Campaign Report April 2010

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

  3. Introduction • 100,000 ClubCard customers targeted utilising 5one’s targeting tool • Campaign period: 22 Jan – 26 Feb • Both Current and New shoppers targeted: • 8,309 Current • 91,691 New • Offer: • Get R10 off when you spend R40 or more on any Veet product • Control group of look alike customers measured over exact same campaign period

  4. The Mailing

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

  6. Targeted Coupon: Redemption Redemption: customers who bought featured product at the same time as handing in the coupon. • Overall redemption rate is excellent: 1.5% (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: customers 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 excellent: 5%(above 2% is ‘good’ for Current shoppers, above 1% for New shoppers) • Excellent response rates generated by Current shoppers: 10.2% • New coupon generating lower response rate but still good at 4.5%, driving 4,121 new shoppers to the range

  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? • Control response rates significantly lower compared to mailed response rates • Overall 70% of shoppers were incremental • % incremental shoppers for Current: 97% • % incremental shoppers for New: 64% 9

  10. Incremental Units How many more units were purchased? • Total number of units purchased 5,683,of which 71% was incremental: • Current shoppers: 96% incremental units • New shoppers: 66% incremental units 10

  11. Incremental Sales How many more sales were achieved? • Total mailed sales of R251k achieved: • Current shoppers generating high 97%of incremental sales • New shoppers generating lower 67% incremental sales due to lower overall response rate *sales through the till ex VAT 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? • Overall ROI is excellent: 255% • Exceptionally high ROI amongst Current shoppers: 608% • Also high ROI generate amongst New shoppers: 223% 13

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

  15. Campaign Summary • Overall campaign generated ideal response: • Redemption rate: 1.5% (1500 shoppers) • Response rate: 5% (4,972 shoppers) • Highly successful at driving incremental behaviour: • Shoppers: 3,476 (70%) • Units: 4,040 (71%) • Sales: R177,291(70%) • Overall campaign generated an excellent immediate ROI: • Profit: R127,291 • ROI: 255%

  16. Recommendations • Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands • Test both Current & New offers using high/low value split for reward levels

  17. Thank-you Robert Grace – 5one Senior Consultant robert.grace@newclicks.com Nikki Emerton – 5one Junior Account Manager Nikki.emerton@5one.co.za Zakariya Patel – 5one Junior Analyst Zakariya.patel@5one.co.za

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