Charles Worthington Direct Mailing Campaign Post-campaign Report November 2011

1. Charles Worthington Direct Mailing Campaign Post-campaign Report November 2011

2. Contents • Introduction • Response • ROI • Campaign Summary & Recommendations

3. Introduction • 32,001 ClubCard customers targeted using 5one’s targeting tool • Campaign period: 21 May – 30 June • Campaign Objectives: Launch Charles Worthington Range and drive Sales • New shoppers for Charles Worthington range targeted, i.e. • Shoppers who have a high propensity to shop Charles Worthington based on their previous transactional behaviour • Excluded any existing Charles Worthington buyers • Competition: • After purchasing a Charles Worthington product shoppers could enter into an SMS competition for the chance to win a luxurious spa package to the value of R2,000

4. Creative

5. Contents • Introduction • Response • ROI • Campaign Summary & Recommendations

6. Response Response: customers who bought Charles Worthington regardless of whether they entered the competition • Average of 1.7 bottles purchased per customer • Average of R145 spend per customer • Overall response rate is very good: 2.9% (above 1% considered good for new shoppers to a brand) • This is a very good response rate, particularly for a mailing going to customers who have never shopped Charles Worthington, the fact that the brand is relatively unknown in SA and that there was no offer included

7. Contents • Introduction • Response • ROI • Campaign Summary & Recommendations

8. Return On Investment What was the immediate ROI of the mailing? R34 512 additional revenue to be generated to reach breakeven

9. Return On Investment It is important to keep in mind that this mailing also acts as a brand awareness exercise and although shopper volumes are relatively low, these shoppers should drive long term ROI over time if they continue to shop the brand If, for example, a conservative 50% of the 913 purchasers buy from this range again at an average spend of R145, the following revenue scenarios are possible: After 1st repurchase the campaign realises a profit

10. Contents • Introduction • Response • ROI • Campaign Summary & Recommendations

11. Campaign Summary • Overall campaign generated the following response: • Response rate: 2.9% (913 shoppers) – this is very good, especially when you consider this is a relatively unknown brand in the SA market and there was no offer to drive them in store • Average spend of R145 per customer and 1.7 bottles each • These new shoppers will generate positive ROI 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

12. Recommendations • Continue to use targeted mailings to invoke re-purchase and gain new shoppers to the brands. • Ensure an offer is attached when targeting new shoppers to the brand to increase response. From experience we have seen offering a Rands-off discount working very well to incentivize shoppers to purchase. • A minimum of at least 10% off the price is recommended. • Consider multiple offers e.g. Rands-off shampoo, conditioner, mousse etc. • Consider following up mailing with an sms reminder to further boost response

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