biosource edm post campaign results presented july 2009

8/14/2019 BioSource eDM Post Campaign Results Presented July 2009

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BioSource

eDM

Post Campaign Results

Presented July 2009


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Campaign Overview BioSource eDM

Campaign Objective: Increase sales within the natural health category

Build brand awareness for BioSource within the natural health category Shift the share of market during the promotional period and beyond by targeting users of

competitor brands

Campaign Description: targeted eDM with price promotion offer and a chance to win a $500day spa voucher

Offer description: $11 off BioSource Mens & Womens Wellbeing Formula

Offer period: 21 May 2009 to 10 June 2009

Number of recipients: 29,720successful sends

Offer mechanic:Print off eDM voucher and present instore along with Clubcard to redeem

Priceline Promo SKU: please add in SKU


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Target Market

Target market was selected based on the following criterion:Brands purchased

Anyone who had purchased within the Natural Health category within the last 6 months(Ron please check was this 6 or 12?) broken down into the following brands: Cenovis Centrum BioSource Other Brands within the Natural Health Cetagory

Spend value

All of the above members were broken down into spend bands within the category: Top 30% Middle 30% Bottom 30%

A control group ofxxxxx people who shared the same characteristics as those selectedabove were set aside and did not receive the email. This enabled us to compare howpeople who received the email acted differently to those who didnt received the email.Later results will show this comparison

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Campaign Creative

Offer button within eDM linking through to

downloadable eVoucher to print off & redeem

instore

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5/13

Results Summary eDM targeted groups

Redemptions fromtotal received

(244)0.82%

Redemptions from

total opens

(244)

29.2%

Successfully Sent(29,720)

Unique Opens

(8,361)28.13%

Unique Clicks

(1,523)5.12%

Of everyone who opened the eDM, 29.2% then went on to redeem the offer and xx ofthese people entered the competition.

Total competition

entries from opens

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Results Summary eDM targeted groups

Targeted groups Opens % Clicks % Redeemed %

BioSource purchaser 34% 11% 2.5%

Cenovis purchaser 29% 7% 1.2%

Centrum purchaser 34% 6% 0.4%

Purchaser of other brands 27% 5% 0.8%

All open rates exceeded industry standard of 20%

Click through rates were on par or higher than industry standard of 5%

Successful redemption rates for eDM sit between 1-2% - with this eDM being on paror higher

The campaign was successful in targeting non-BioSource customers - getting

them to engage with the email and go instore to redeem the offer.


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eDM engagement by targeted brand usersOnce the eDM was opened, members behaved in the following ways:

Proportion of eDM opens

34%29%

34%27%

34%

25% 18%

17%

22%

17%

7%16%

bought BioSource Bought Cenovis Bought Centrum Other_Items

Redeemed %

Clicks %

Opens %

Ron, please add anything here to summarise


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eDM engagement by age bandOnce the eDM was opened, members behaved in the following ways:

Highest redemption rates were those aged 36+ or those whose age we do not know 19-25 market had a high open rate of the email but did not know the same interest

when it came to engaging (clicking) on the email or going on to redeem

23%26% 25% 26% 26% 25%

34%

4%

14% 13%17%

23%23%

20%10% 11%

18%

23%

14%

16%

0%

10%

20%

30%

40%

50%

60%

70%

80%

18 or less 19 - 25 26 - 35 36 - 45 46 - 55 56 - 100 Unknowns

Redeemed %

Clicks %

Opens %


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Total Sales - Mens & Womens Wellbeing Formula

Period before30/04/09-19/05/09

Period During20/5/09-10/6/09

Period after11/06/09-01/07/09

# people who purchased 91 314 92

# purchases 94 363 94

spend (Mens & Womens) $1,913.60 $6,953.39 $1,705.76

frequency 95 336 92

spend per person $21.03 $22.14 $18.54

visits per person 1.04 1.07 1.00

items per person 1.03 1.16 1.02

Table shows a clear spike in sales and purchases for BioSource Mens & Womens Wellbeing Formula during the promotional period. You would need to look at sales within the coming months to see if those who purchasedfollow up with another purchase ie: nature of product says they wouldnt have needed to purchase in the period directly following the promotional period

Members, on average, were only purchasing a few other items which shows they w ere coming into Priceline to redeem this offer.

Ron,notsurewhatthefrequencyvalue inthistablemeans.

Plsaddsomeexpanationorremoveisnotrelevant.


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Total Sales - BioSource

Period before30/04/09-19/05/09

Period During20/5/09-10/6/09

Period after11/06/09-01/07/09

# people who purchased 1,355 1,709 1,818

# purchases 1,549 2,431 2,325

spend (All Biosource) $ 29,358 $ 35,968 $ 36,201

frequency 1,404 1,825 1,906

spend per person $21.67 $21.05 $19.91

visits per person 1.04 1.07 1.05

items per person 1.14 1.42 1.28

The table shows positive increases during and after the promotional period for all BioSource SKUs increase in numbercustomers, number transactions and sales value. This is a positive result for BioSource, particularly when there was such aspike in results for the 2 SKUs on offer (refer following chart).

These results could potentially be attributed to the increased brand exposure for BioSource, which continued after thepromotional period as well as additional products being purchased in addition to or instead of just the 2 discounted SKUs


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Results Summary Sales

$-

$5,000

$10,000

$15,000

$20,000

$25,000

$30,000

$35,000

$40,000

Pre During post

spend(Mens andWomens)

spend(All Biosource)

This graph indicates total BioSource sales before, during and after the promotionalperiod - showing the proportion of total sales attributed to the promotional SKUs butmore successfully, the increase in overall sales for BioSource during and followingthe campaign period.


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Sales Results eDM vs Non eDM recipientsSales results for eDM and non eDM recipient

0

21

4955

71

44

155

010

148 8 3

25

0

20

40

60

80

100

120

140

160

180

18 or less 19 - 25 26 - 35 36 - 45 46 - 55 56 - 100 Unknow n

eDM recipients

Non eDM recipients

The eDM was effective in influencing 395 transactions compared to only 68transactions from like people who did not receive the eDM


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Key Learnings & Opportunities For future campaigns, exclude anyone in the 18 less market but do not exclude those we

do not have ages for as this was a receptive market.

This campaign was successful in penetrating competitor markets and driving competitorcustomers to purchase BioSource

Re-target the most receptive segments and find more customers like these to enhancefuture campaign results. Target them when they are most likely to need to top-upfollowing their BioSource purchase during the promotional period.

Look at the purchasing cycle of the BioSource or competitor products and re-target whenthey will be mos

We believe the offer was very enticing, especially to switch your competitor customersduring the promotional period. We recommend a follow up campaign to further extendyour brand awareness amongst these groups and see if you can entice repeat purchasewithin your competitor segments.

biosource edm post campaign results presented july 2009

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