v itabiotics : wellwomen targeted coupon aug cashback clubcard mailing post-campaign report

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Vitabiotics: Wellwomen Targeted CouponAug CashBack ClubCard MailingPost-Campaign Report


Contents

• Introduction

• Coupon Redemption & Response

• Incremental Analysis

• Immediate ROI

• Conclusions & Recommendations

2


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:

• 1,717 Current shoppers

• 98,056 New shoppers

• Reward level constructed tested:

• Get R15 off any Vitabiotics Wellwoman product purchased

• Control group of look alike shoppers measured over the campaign period

3


The Mailing

4


Contents

• Introduction



• Immediate ROI


5

All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 6

Targeted Coupon: Redemption

Redemption: shoppers who bought featured product at the same time as handing in the coupon

How many mailants shopped the promoted products?

• Overall redemption rate is low: 0.11% (above 1% is ‘good’ for Current, 0.5% ‘good’ for New)

Coupon Mailed Redeemed Red. Rate

New R15 off 98,056 77 0.08%

Current R15 off 1,717 34 1.98%

TOTAL 99,773 111 0.11%


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

Coupon Mailed Redeemed Red. Rate Responded Resp. Rate

New R15 off 98,056 77 0.08% 197 0.20%

Current R15 off 1,717 34 1.98% 83 4.83%

TOTAL 99,773 111 0.11% 280 0.28%


Contents

• Introduction



• Immediate ROI


8


Incremental Shoppers

CouponMailed Resp. Rate

Responded

Control Resp. Rate

Incremental

Shoppers

% Incrementa

l

New R10 off 0.20% 197 0.0% 179 91%

Current R15 off 4.83% 83 3.7% 19 23%

TOTAL 0.28% 280 0.04% 198 71%

• Overall the mailed group shopped at a higher rate than targeted shoppers resulting in 71% of shoppers being incremental

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?


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

Coupon Total Mailed UnitsIncremental

Units% Incremental

New R10 off 255 237 93%

Current R15 off 120 38 32%

TOTAL 375 274 73%


Incremental Sales

How many more sales were achieved?

• Total mailed sales of R28k achieved, with 65% sales being incremental

CouponTotal Mailed

Sales

Incremental

Sales

% Incremental

Incremental / Responder

New R10 off R 18,421 R 16,599 90% R 84.3

Current R15 off R 9,797 R 1,747 18% R 21.0

TOTAL R 28,218 R 18,345 65% R 65.5


Contents

• Introduction



• Immediate ROI


12


Immediate Return On Investment

• Overall ROI is 83%

What was the immediate ROI of the targeted coupon based on Incremental sales?

CouponTotal

Mailed Sales

Incremental

Sales

Production Costs

Gross Profit

ROI

New R10 off R 18,421 R 16,599 R 9,828 R 6,771 69%

Current R15 off R 9,797 R 1,747 R 172 R 1,575 915%

TOTAL R 28,218 R 18,345 R 10,000 R 8,345 83%


Contents

• Introduction



• Immediate ROI


14


• Overall campaign generated ideal response:

• Redemption rate: 0.11% (111 shoppers)

• Response rate: 0.28% (280 shoppers)

• 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

Campaign Summary


Campaign Comparison

Mailing Offer Targeting Mailed Red. Rate

Resp. Rate

Control Resp. Rate

% Shoppers inc

% Units Inc

% Sales

Inc

Inc Sales

Profit ROI

Aug-10 R15 any Wellwomen

products New 98,056 0.08% 0.20% 0.0% 91% 93% 90% R 16,599 R 6,771 69%

Aug-10R15 any Wellwomen

products Current 1,717 1.98% 4.83% 3.7% 23% 32% 18% R 1,747 R 1,575 915%

Total Aug-10

99,773 0.11% 0.28% 0.04% 71% 73% 65% R 18,345 R 8,345 83%

Jul-10 R15 any Wellman

products New 149,908 0.04% 0.09% 0.0% 90% 90% 79% R 8,051 -R 1,944 -19%

Jul-10 R15 any Wellman

products Current 81 1.23% 9.88% - - - - - -R 5 -100%

TotalJul-10

149,989 0.04% 0.09% 0.0% 85% 85% 73% R 8,051 -R 1,949 -19%

May-10 R15 any Wellkid

products New 99,446 0.03% 0.11% 0.0% 100% 100% 100% R 10,858 R 898 9%

May-10 R15 any Wellkid

products Current 392 0 0.26% - - - - - - -

Total May-10

99,838 0.03% 0.11% 0.02% 99% 100% 99% R 10,858 R 858 9%


1. Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands

2. Test higher offer levels

3. In-depth analysis of what the Wellwoman shopper looks like, how they shop across the range and what competitor products they are purchasing into

Recommendations


Thank-you

Nikki Emerton – 5one Account Manager [email protected]

Zakariya Patel – 5one [email protected]

mailto:[email protected]

mailto:[email protected]

v itabiotics : wellwomen targeted coupon aug cashback clubcard mailing post-campaign report

Documents

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content copyright

targeted shoppers

rateincremental shoppers

alike shoppers

new shoppers reward

incremental units

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