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All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
VHF: Sister Lillian Targeted CouponAugust CashBack ClubCard MailingPost-Campaign Report
November 2010
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
2
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Introduction
• 149,890 ClubCard customers targeted utilising 5one’s targeting tool
• Campaign period: 16 Aug 2010 – 18 Sep 2010• Both Current and New shoppers targeted:
• 1,059 Current shoppers • 148,831 New shoppers
• Reward level constructed tested:• Buy any 2 Sister Lillian Remedies and get R15 .00 off • Buy any Sister Lillian Remedies products and get R10.00 off
• Control group of look alike shoppers measured over the campaign period
3
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
The Mailing
4
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
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: 0.05% (above 1% is ‘good’ for Current, 0.5% ‘good’ for New)
Coupon Mailed Redeemed Red. Rate
New R10 off 148,831 71 0.05%
Current R15 off 1,059 10 0.94%
TOTAL 149,890 81 0.05%
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 7
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: 0.14% (above 2% is ‘good’ for Current shoppers, above 1% for New shoppers)
• Offer to new shoppers driving an additional 153 new shoppers to the brand
Coupon Mailed Redeemed Red. Rate Responded Resp. Rate
New R10 off 148,831 71 0.05% 153 0.10%
Current R15 off 1,059 10 0.94% 59 5.57%
TOTAL 149,890 81 0.05% 212 0.14%
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
8
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 99
Incremental Shoppers
Coupon Mailed Resp. Rate
Responded
Control Resp. Rate
Incremental
Shoppers
% Incrementa
l
New R10 off 0.10% 153 0.01% 134 88%
Current R15 off 5.57% 59 5.1% 5 8%
TOTAL 0.14% 212 0.04% 139 65%
• Overall the mailed group shopped at a higher rate than targeted shoppers resulting in 65% 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?
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 1010
Incremental Units
How many more units were purchased?
• Due to high response rates of shoppers 65% 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 Units
Incremental Units % Incremental
New R10 off 225 206 92%
Current R15 off 96 1 1%
TOTAL 321 207 65%
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 1111
Incremental Sales
How many more sales were achieved?
• Total mailed sales of R14k was achieved, with 57% sales being incremental
Coupon Total Mailed Sales
IncrementalSales
% Incremental
Incremental / Responder
New R10 off R 9,416 R 8,293 88% R 54.2
Current R15 off R 5,090 R 0 0% R 0.0
TOTAL R 14,506 R 8,293 57% R 39.1
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
12
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 1313
Immediate Return On Investment
• Overall ROI is negative: -76%
What was the immediate ROI of the targeted coupon based on Incremental sales?
CouponTotal
Mailed Sales
Incremental
SalesProduction
CostsGross Profit ROI
New R10 off R 9,416 R 8,293 R 34,753 -R 26,460 -76%
Current R15 off R 5,090 0 R 247 -R 247 -100%
TOTAL R 14,506 R 8,293 R 35,000 -R 26,707 -76%
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
14
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 15
• Overall campaign generated ideal response:• Redemption rate: 0.05% (81 shoppers)• Response rate: 0.14% (212 shoppers)
• Successful at driving incremental behaviour:• Shoppers: 139 (65%)• Units: 207 (65%)• Sales: R 8,293 (57%)
• Overall campaign generated negative immediate ROI -76% at a promoted product level
Campaign Summary
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 16
Campaign Comparison
Mailing Offer Targeting Mailed Red. Rate
Resp. Rate
Control Resp. Rate
% Shoppers inc
% Units Inc
% Sales
IncInc
Sales Profit ROI
Aug-10 R10 off when you buy any products New 148,831 0.05% 0.10% 0.01% 88% 88% 88% R 8,293 R -26,460 -76%
Aug-10 R15 off when buy 2 or more Current 1,059 0.94% 5.57% 5.1% 8% 0% 0% 0 R -247 -100%
Jul-10 R10 off when you buy any products New 148,576 0.04% 0.15% 0.1% 62% 62% 62% R 9,889 -R 24,808 -71%
Jul-10 R15 off when buy 2 or more Current 1,300 0.92% 5.23% 6.3% 0% 0% 0% - -R 304 -100%
Jan-10 R10 when spend R60 Current 3,464 1.3% 4.9% 0.0% 95% 96% 96% R 14,719 R 12,953 1122%
Jan-10 R10 when spend R60 New 146,529 0.02% 0.04% 0.0% 95% 94% 96% R 3,258 -R 45,723 -94%
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 17
1. Use targeted coupons to invoke re-purchase and reward current shoppers
2. Consider solus mailing to gain new shoppers to the brand (targeting shoppers near stores where Sister Lilian is stocked)
3. In-depth analysis of what the Sister Lillian shopper looks like, how they shop across the range and what competitor products they are purchasing into
Recommendations
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Thank-youNikki Emerton – 5one Account Manager Nikki.emerton@5one.co.za
Zakariya Patel – 5one AnalystZakariya.Patel@5one.co.za
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