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Bio Oil Targeted Coupon December CashBack ClubCard Mailing Post-Campaign Report

Bio Oil Targeted Coupon December CashBack ClubCard Mailing Post-Campaign Report. Contents. Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations. Introduction. 150 000 ClubCard customers targeted utilising 5one’s targeting tool

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Bio Oil Targeted Coupon December CashBack ClubCard Mailing Post-Campaign Report

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  1. Bio Oil Targeted CouponDecember CashBack ClubCard MailingPost-Campaign Report

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

  3. Introduction • 150 000ClubCard customers targeted utilising 5one’s targeting tool • Campaign period: 29 Oct 2010 – 26 Dec 2010 • Both Current and New customers targeted: • 75,000 Current shoppers 60ml • 75,000 New shoppers • Reward level constructed tested: • R8 off when you buy Bio Oil 125ml • R5 off when you buy Bio Oil 60ml • Control group of look alike shoppers 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 good: 2% (above 1% is ‘good’ for Current shoppers, 0.5% ‘good’ for New shoppers) How many mailants shopped the promoted products?

  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 Excellent: 7.7%(above 2% is ‘good’ for Current shoppers, above 1% for New shoppers) • Offer to new shoppers driving an additional 1,319 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 the mailed group shopped at a higher rate than targeted shoppers resulting in 5% of shoppers being incremental 9

  10. Incremental Units How many more units were purchased? • Due to higher response rates of mailed shoppers, 5% of total units purchased were incremental 10

  11. Incremental Sales How many more sales were achieved? • Total mailed sales of R618k achieved, with 4% 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: -26% 13

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

  15. Campaign Summary • Overall campaign generated ideal response: • Redemption rate: 2% (2,961shoppers) • Response rate: 7.7% (11,525 shoppers) • Successful at driving incremental behaviour: • Shoppers: 540 (5%) • Units: 783 (5%) • Sales: R 25,918 (4%) • Overall campaign generated immediate ROI of -26% at a promoted product level

  16. Campaign Comparison

  17. Campaign Comparison

  18. Thank-you Nikki Emerton – 5one Account Manager Nikki.emerton@5one.co.za

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