pantene aqua light direct mailing results october 2011 (rev)
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PANTENE AQUA LIGHT Direct Mailing Results October 2011 (rev). Contents. Introduction Creative Response Comparison Inclusion of sachets ROI measurement Observations & Conclusions Recommendations. Introduction. - PowerPoint PPT PresentationTRANSCRIPT
PANTENE AQUA LIGHTDirect Mailing Results
October 2011 (rev)
Contents• Introduction
• Creative
• Response
• Comparison
• Inclusion of sachets
• ROI measurement
• Observations & Conclusions
• Recommendations
2
Introduction•225 000 customers sent a ClubCard endorsed direct mail pack launching the new Pantene Aqua Light product range
•Targeted to ClubCard active customers, who bought a shampoo, conditioner or treatment in last 18 months
•Excluded existing Pantene buyers
•Mail date: 13 June 2011
•Campaign period measured: 15 June – 10 August 2011 (8 weeks)
• No offer
• Mailed in English & Afrikaans
• At the last minute 55 250 sample sachets were sourced and inserted into a random selection of packs.
Contents• Introduction
• Creative
• Response
• Comparison
• Inclusion of sachets
• ROI measurement
• Observations & Conclusions
• Recommendations
4
Creative
• Outer envelope• Letter• Brochure
The word ‘AIR’ was die-cut through every panel with little holes to enhance the ‘light as air’ concept
Contents• Introduction
• Creative
• Response
• Comparison
• Inclusion of sachets
• ROI measurement
• Observations & Conclusions
• Recommendations
6
Response
Mailed
# new customers who
bought %Total Pantene products 225 000 6411 2.85%
Pantene Aqua Light 225 000 3054 1.36%
Customers who received the mailing and bought Pantene products in the campaign period between 15 June and 10 August 2011
• Overall response rates are very good considering the fact that the customers mailed were non-Pantene users and there was no offer attached
• Above 1% is considered good for new shoppers to a brand.
Total ‘sales’ from mailed group
Mailed# of product
sales %# of product sales
per customer
Total Pantene * 225 000 10 544 4.69% 1.64
Pantene AL 225 000 5241 2.33% 1.72
Pantene product sales from customers mailed:- total Pantene product sales- Pantene Aqua product Light sales
* Includes Pantene Aqua LIght
Sales by SKU
9
Total Pantene Aqua Light sales from ClubCard members mailed in the promotion period 15/6 – 10/8/2011:
Product sales Rand value SKU # & Description
1,441 41,721.76 0186985 PANTENE AQUA LIGHT SHAMP 250ML
1,034 29,933.82 0186983 PANTENE AQUA LIGHT COND 200ML
795 45,540.58 0187204 PANTENE AQUA LIGHT SHAMP 750ML
573 20,747.25 0187205 PANTENE AQUA CONDITIONER 750ML
550 23,088.98 0187027 PANTENE AQUA LIGHT SHAMP 400ML
390 16,411.98 0186986 PANTENE AQUA LIGHT COND 400ML
277 12,881.47 0187028 PANTENE AQUA SHAKE LOT 150ML
181 9,524.22 0186987 PANTENE AQUA LIGHT TREATMENT 200ML
5,241 R199,850.06
Sales by SKU
10
Total Pantene sales from ClubCard members mailed, i.e. customers who bought other Pantene products
Product sales Rand value SKU # & Description
1,441 41,721.76 0186985 PANTENE AQUA LIGHT SHAMP 250ML
1,034 29,933.82 0186983 PANTENE AQUA LIGHT COND 200ML
795 45,540.58 0187204 PANTENE AQUA LIGHT SHAMP 750ML
573 20,747.25 0187205 PANTENE AQUA CONDITIONER 750ML
550 23,088.98 0187027 PANTENE AQUA LIGHT SHAMP 400ML
390 16,411.98 0186986 PANTENE AQUA LIGHT COND 400ML
389 16,453.23 0187207 PANTENE REPAIR & PROTECT COND 750ML
356 21,153.10 0187201 PANTENE REPAIR & PROTECT SHAMPOO 750ML
317 16,435.68 0187200 PANTENE NATURE FUSION SHAMP 750ML
286 10,073.77 0187206 PANTENE NATURE FUSION COND 750ML
277 12,881.47 0187028 PANTENE AQUA SHAKE LOT 150ML
276 7,987.19 0144285 PANTENE SHAMPOO REPAIR AND PROTECT 250ML
265 11,156.50 0041146 PANTENE 2 IN 1 SHAMPOO 400ML CLASSIC CARE
252 7,292.88 0144277 PANTENE SHAMPOO FULL AND THICK 250ML
214 9,008.27 0041148 PANTENE SHAMPOO 400ML REPAIR & PROTECT
207 5,990.33 0175741 PANTENE NATURE FUSION SHAMPOO 200ML
206 8,671.47 0041149 PANTENE CONDITIONER 400ML REPAIR & PROTECTContinued overleaf…
Sales by SKU cont.
11
Product sales Rand value SKU # & Description
198 8,341.69 0041140 PANTENE 2IN1 SHAMPOO 400ML SMOOTH & SLEEK
186 5,382.84 0144283 PANTENE SHAMPOO RADIANT COLOUR 250ML
184 9,279.24 0187202 PANTENE SMOOTH & SLEEK SHAMP 750ML
181 9,524.22 0186987 PANTENE AQUA LIGHT TREATMENT 200ML
173 6,096.44 0187208 PANTENE SMOOTH & SLEEK CONDITIONER 750ML
166 4,805.80 0041110 PANTENE CONDITIONER 200ML SMOOTH & SLEEK
153 4,427.82 0020184 PANTENE CONDITIONER 200ML FULL & THICK
151 6,293.95 0020186 PANTENE SHAMPOO 400ML FULL & THICK
141 4,080.54 0041128 PANTENE CONDITIONER 200ML RADIANT COLOUR
134 5,634.38 0175750 PANTENE NATURE FUSION SHAMPOO 400ML
131 5,515.10 0041151 PANTENE CONDITIONER 400ML RADIANT COLOUR
120 6,314.40 0144290 PANTENE REJUVENATING MASQUE 200ML
111 4,666.08 0041141 PANTENE CONDITIONER 400ML SMOOTH & SLEEK
101 2,922.94 0175734 PANTENE NATURE FUSION CONDIONER 200ML
99 5,209.38 0144292 PANTENE INTENSIVE REPAIR AND PROTECT 200ML
95 3,992.48 0041138 PANTENE SHAMPOO 400ML SMOOTH & SLEEK
94 3,950.38 0041144 PANTENE SHAMPOO 400ML CLASSIC CARE
91 3,831.10 0175736 PANTENE NATURE FUSION CONDITIONER 300ML
90 3,746.90 0020182 PANTENE CONDITIONER 400ML FULL & THICK
65 2,736.50 0041147 PANTENE CONDITIONER 400ML CLASSIC CARE
49 2,578.38 0175728 PANTENE NAT FUSION TREATMENT 200ML
3 55.26 0185167 PANTENE FULL & THICK BANDED PACK
10,544 R413,934.08
Total Pantene sales cont.
Contents• Introduction
• Creative
• Response
• Comparison
• Inclusion of sachets
• ROI measurement
• Observations & Conclusions
• Recommendations
12
Comparison
13
8-week period prior to mailing
Measured sales period % increase
19/4 - 14/6/2011 15/6 – 10/8/2011
# mailed CC customers who bought Pantene AL 0 3 054
# mailed CC customers who bought any Pantene product 0 6 411
Total # CC customers who bought Pantene AL 12 890 15 267 18.4%
Total # CC customers who bought any Pantene product 51 544 52 811 2.5%
# of Pantene AL product sales CC customers mailed 0 5 241
# of any Pantene product sales from CC customers mailed 0 10 544
Total # of Pantene AL product sales from CC customers 20 974 25 534 21.7%
Total # of all Pantene product sales from CC customers 79 767 87 322 9.5%
Total # of Pantene Aqua Light sales from ALL CLICKS CUSTOMERS (CC & non-CC members) 25 396 30 129 18.6%
Total # of all Pantene sales from ALL CLICKS CUSTOMERS (CC & non-CC members) 98 984 106 116 7.2%
Sales comparison: incremental analysis between the 8-week period prior to mailing vs the 8-week campaign period
Contents• Introduction
• Creative
• Response
• Comparison
• Inclusion of sachets
• ROI measurement
• Observations & Conclusions
• Recommendations
14
Inclusion of the sample sachets
15
55 250 customers (Gauteng; Eng/Afrik) received sachets in their mail pack.
15/6 – 10/8/2011 with sachet without sachet % increase
# mailed 55 250 169 750
# responders 1745 4666
% response 3.16% 2.75% +15%
# product sales 2961 7583
% product sales 5035 4.46 +20%
• Note that the inclusion of the sachet was done at the last minute and a control group was not drawn for comparison purposes therefore this result is not 100% reliable.
Sachet customer sales by SKU
16
Total Pantene sales from ClubCard members mailed whose received sample sachets in their mail pack:
SKU Number and Description# of
customersProduct
salesRand value
0186985 PANTENE AQUA LIGHT SHAMP 250ML 389 403 11,668.13 0186983 PANTENE AQUA LIGHT COND 200ML 265 277 8,016.38 0187204 PANTENE AQUA LIGHT SHAMP 750ML 223 250 14,271.56 0187205 PANTENE AQUA CONDITIONER 750ML 189 196 7,056.17 0187027 PANTENE AQUA LIGHT SHAMP 400ML 180 183 7,704.30 0186986 PANTENE AQUA LIGHT COND 400ML 138 138 5,809.80 0187207 PANTENE REPAIR & PROTECT COND 750ML 109 121 5,218.78 0187201 PANTENE REPAIR & PROTECT SHAMPOO 750ML 96 104 6,174.14 0187200 PANTENE NATURE FUSION SHAMP 750ML 77 84 4,455.36 0187206 PANTENE NATURE FUSION COND 750ML 73 78 2,754.36 0144285 PANTENE SHAMPOO REPAIR AND PROTECT 250ML
69 70 2,025.55
0187028 PANTENE AQUA SHAKE LOT 150ML 67 70 3,253.60 0041148 PANTENE SHAMPOO 400ML REPAIR & PROTECT 66 70 2,947.00 0186987 PANTENE AQUA LIGHT TREATMENT 200ML 65 67 3,525.54 0041149 PANTENE CONDITIONER 400ML REPAIR & PROTECT
62 63 2,652.30
0041140 PANTENE 2IN1 SHAMPOO 400ML SMOOTH & SLEEK
57 60 2,526.00
0041146 PANTENE 2 IN 1 SHAMPOO 400ML CLASSIC CARE
55 60 2,526.00
0144277 PANTENE SHAMPOO FULL AND THICK 250ML 55 56 1,620.64 0144283 PANTENE SHAMPOO RADIANT COLOUR 250ML 43 43 1,244.42 0020184 PANTENE CONDITIONER 200ML FULL & THICK 42 43 1,244.42 0175750 PANTENE NATURE FUSION SHAMPOO 400ML 38 38 1,599.80 0187208 PANTENE SMOOTH & SLEEK CONDITIONER 750ML
38 42 1,421.07
0020186 PANTENE SHAMPOO 400ML FULL & THICK 37 38 1,599.80 0187202 PANTENE SMOOTH & SLEEK SHAMP 750ML 37 39 2,008.44 0041151 PANTENE CONDITIONER 400ML RADIANT COLOUR
35 37 1,557.70
0041128 PANTENE CONDITIONER 200ML RADIANT COLOUR
32 32 926.08
0020182 PANTENE CONDITIONER 400ML FULL & THICK 31 33 1,389.30 0041110 PANTENE CONDITIONER 200ML SMOOTH & SLEEK
31 30 868.20
0175741 PANTENE NATURE FUSION SHAMPOO 200ML 31 33 955.02 0144290 PANTENE REJUVENATING MASQUE 200ML 29 34 1,789.08 0041141 PANTENE CONDITIONER 400ML SMOOTH & SLEEK
26 28 1,178.80
0175736 PANTENE NATURE FUSION CONDITIONER 300ML 26 27 1,136.70 0041144 PANTENE SHAMPOO 400ML CLASSIC CARE 25 25 1,052.50 0144292 PANTENE INTENSIVE REPAIR AND PROTECT 200ML
25 25 1,315.50
0041138 PANTENE SHAMPOO 400ML SMOOTH & SLEEK 22 23 968.30 0175734 PANTENE NATURE FUSION CONDIONER 200ML 16 19 549.86 0041147 PANTENE CONDITIONER 400ML CLASSIC CARE 12 12 505.20 0175728 PANTENE NAT FUSION TREATMENT 200ML 8 8 420.96 0185167 PANTENE FULL & THICK BANDED PACK 2 2 36.84
Total 2,821 2,961 117,973.60Unique # of customers who bought 1,745
Contents• Introduction
• Creative
• Response
• Comparison
• Inclusion of sachets
• ROI measurement
• Observations & Conclusions
• Recommendations
17
ROI measurement
18
15/6 – 10/8/2011
Product sales of all Pantene products R413 934
Total # of all Pantene sales 6411
Marketing cost R 569 600Postage R 392 668TOTAL R 962 268
Initial loss” -R548 334
•It is important to note that the ROI measurement is for the 8-week period immediately after mailing and does not include repeat purchases over the long term.
Total Pantene product sales from ClubCard customers mailed:
Contents• Introduction
• Creative
• Response
• Comparison
• Inclusion of sachets
• ROI measurement
• Observations & Conclusions
• Recommendations
19
Observations and Conclusions1. Despite the fact that the pack did not include an offer or deadline, the response
rate in the 8-week measured sales period was very good (2.85% for all Pantene products and 1.36% for Pantene AL.)
2. 9465 new Pantene buyers were achieved from this mailing who should repeat purchase. This will make the campaign profitable over the long-term
3. The mailing stimulated sales across the Pantene brand.
4. The inclusion of an offer would have improved response.
5. The inclusion of the sample sachets had a positive impact on sales (+15%).
6. Because there was no direct offer to buy from Clicks, the mailing could have prompted customers to buy Pantene from any retail store. This sales impact cannot be measured.
7. This mailing will have done an additional brand building job that will be realised over time with further sales.
Contents• Introduction
• Creative
• Response
• Comparison
• Inclusion of sachets
• ROI measurement
• Observations & Conclusions
• Recommendations
21
Recommendations
22
1. For maximum return on investment from a ClubCard direct mailing we recommend:
• inclusion of an offer (Rands off, points, competition, etc.) for in-store redemption
• an expiry date to drive urgency.
2. Future mailings could include tests. These could take the form of:
• different offers (different rands off values; points; competitions, etc.)
• With and without a brochure
• support the mail pack by using additional supporting Clicks channels around the same mailing period.
Thank you