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Sister Lilian Targeted Coupon July CashBack ClubCard Mailing Post-Campaign Report

Sister Lilian Targeted Coupon July CashBack ClubCard Mailing Post-Campaign Report. Contents. Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations. Introduction. 149,876 ClubCard customers targeted utilising 5one’s targeting tool

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Sister Lilian Targeted Coupon July CashBack ClubCard Mailing Post-Campaign Report

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  1. Sister Lilian Targeted CouponJuly CashBack ClubCard MailingPost-Campaign Report

  2. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

  3. Introduction • 149,876ClubCard customers targeted utilising 5one’s targeting tool • Campaign period: 28 June 2010 – 30 July 2010 • Both Current and New customers targeted: • 1,300Current shoppers • 148,576New shoppers • Reward level tested: • Buy any 2 Sister LilianRemedie and get R15.00 off • Buy any Sister Lilian Remedies products and get R10.00 off • Control group of look alike customers measured over the campaign period

  4. The Mailing

  5. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

  6. Targeted Coupon: Redemption Redemption: shoppers who bought featured product at the same time as handing in the coupon • Overall redemption rate is low 0.05% (above 1% is ‘good’ for Current, 0.5% ‘good’ for New) How many mailants shopped the promoted products?

  7. Targeted Coupon: Response Response: customers 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: 0.19%(above 2% is ‘good’ for Current, above 1% for New) • However, response rate amongst Current shoppers is excellent 5.23% • New offer driving an additional 216 new shoppers to the brand

  8. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

  9. Incremental Shoppers 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? • Overall 47% incremental shoppers, with 62% of New shoppers being incremental • Control response rate for current shoppers is quite high, an indication of a promotion perhaps? 9

  10. Incremental Units How many more units were purchased? • 45% of total units purchased incremental 10

  11. Incremental Sales How many more sales were achieved? • Total mailed sales of R21k wasachieved, with 45% sales being incremental 11

  12. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

  13. Immediate Return On Investment What was the immediate ROI of the targeted coupon based on Incremental sales? • Overall ROI is negative: -72% 13

  14. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

  15. Campaign Summary • Overall campaign generated ideal response: • Redemption rate: 0.05% (77 shoppers) • Response rate: 0.19% (284shoppers) • Highly successful at driving incremental behaviour: • Shoppers: 134 (47%) • Units: 168 (45%) • Sales: R9,889 (45%) • Overall campaign generated a negative immediate ROI -72%

  16. Recommendations • Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands • Test broader offer for new customers (less niched / fewer constraints) • In-depth analysis of what the Vital shopper looks like, how they shop across the range and what competitor products they are purchasing into

  17. Thank-you Nikki Emerton – Account Manager Nikki.emerton@5one.co.za Zakariya Patel – Analyst Zakariya.Patel@5one.co.za

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