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January 2012 Cash-back mailing Head & Shoulders supplier offer Post-campaign Report Feb 2012

January 2012 Cash-back mailing Head & Shoulders supplier offer Post-campaign Report Feb 2012. Contents. Introduction Redemption Response Immediate ROI Demographics Summary, Conclusions & Recommendations. Introduction .

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January 2012 Cash-back mailing Head & Shoulders supplier offer Post-campaign Report Feb 2012

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  1. January 2012 Cash-back mailing Head & Shoulders supplier offerPost-campaign Report Feb 2012

  2. Contents • Introduction • Redemption • Response • Immediate ROI • Demographics • Summary, Conclusions & Recommendations

  3. Introduction • 100,000 ClubCard customers targeted to random sample of all female members (White, Indian and Coloured) LSM 7-10 who are non-Head & Shoulders buyers and have purchased Gill/Clear/Sunsilk anti-dandruff in past 6-months. • R10 OFF any Head & Shoulders 400ml Shampoo or 360ml Conditioner • Campaign period 20 January 2012 to 22 February 2012

  4. Targeted Coupon: Redemption Redemption: mailed shoppers who bought featured product at the same time as handing in the coupon

  5. Targeted Coupon: Total Response Response:mailed customers who received the offer and bought Head & Shoulders with or without redeeming the coupon. A more accurate metric for campaign success as the coupon acts as a call to action and a marketing message. (Buying without redeeming is the ideal as the supplier does not carry the cost) • * Response per product: • Shampoo – 676 ( 87.5% of respondents ) • Conditioner – 93 ( 9.26% of respondents ) • Shampoo + Conditioner – 24 ( 3.2% of respondents )

  6. Immediate Return on Investment What was the immediate ROI of the coupon within offer period? • * Mailed sales: • Shampoo – R40,695.32 • Conditioner – R4,516.73 • ** Package deal proportionate allocation of R99 000.

  7. Demographics What were the LSM and age demographics of all Registered Active Mailable ClubCard members, including target, who bought Head & Shoulders shampoo or conditioner during the promotional period? • LSM 1-5 contributes 24% to overall sales • Males contribute 12% to overall sales

  8. Summary • Overall campaign generated the following response: • Redemption rate: 0.304% (304 shoppers) • Overall response rate within offer period: 0.745% ( 745 shoppers ) • Shampoo sales far higher than conditioner: 87.5% ( 676 vs 93 shoppers ) • Mailed Sales within offer period: R 45,212.05 • ROI: 96.23%

  9. Conclusions and Recommendation • Although redemption was low the voucher served as awareness and stimulated sales with and without redemption. • Because of the decision to use the package deal the ROI is very good. • For future mailings the selection criteria should not be limited to LSM 7-10 - the lower LSMs are buying H&S (refer slide 7). LSM data is also not 100% accurate and transactional selections are stronger than demographic. • Consider testing a voucher to existing H&S shampoo buyers with a conditioner offer to drive cross selling.

  10. Thank YouClicks Data Analyst:Jaco Van StadenEnquiries:Belinda Walsh K&B Direct 021 7971628Belinda@kbdirect.co.za

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