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PANTENE AQUA LIGHT Direct Mailing Results October 2011 (rev)

PANTENE AQUA LIGHT Direct Mailing Results October 2011 (rev). Contents. Introduction Creative Response Comparison Inclusion of sachets ROI measurement Observations & Conclusions Recommendations. Introduction.

chelsea-burns
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PANTENE AQUA LIGHT Direct Mailing Results October 2011 (rev)

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  1. PANTENE AQUA LIGHTDirect Mailing ResultsOctober2011 (rev)

  2. Contents • Introduction • Creative • Response • Comparison • Inclusion of sachets • ROI measurement • Observations & Conclusions • Recommendations

  3. Introduction • 225 000 customers sent a ClubCard endorsed direct mail pack launching the new Pantene Aqua Light product range • Targeted to ClubCard active customers, who bought a shampoo, conditioner or treatment in last 18 months • Excluded existing Pantene buyers • Mail date: 13 June 2011 • Campaign period measured: 15 June – 10 August 2011 (8 weeks) • No offer • Mailed in English & Afrikaans • At the last minute 55 250 sample sachets were sourced and inserted into a random selection of packs.

  4. Contents • Introduction • Creative • Response • Comparison • Inclusion of sachets • ROI measurement • Observations & Conclusions • Recommendations

  5. Creative • Outer envelope • Letter • Brochure The word ‘AIR’ was die-cut through every panel with little holes to enhance the ‘light as air’ concept

  6. Contents • Introduction • Creative • Response • Comparison • Inclusion of sachets • ROI measurement • Observations & Conclusions • Recommendations

  7. Response Customers who received the mailing and bought Pantene products in the campaign period between 15 June and 10 August 2011 • Overall response rates are very good considering the fact that the customers mailed were non-Pantene users and there was no offer attached • Above 1% is considered good for new shoppers to a brand.

  8. Total ‘sales’ from mailed group Pantene product sales from customers mailed: - total Pantene product sales - Pantene Aqua product Light sales * Includes Pantene Aqua LIght

  9. Sales by SKU Total Pantene Aqua Light sales from ClubCard members mailed in the promotion period 15/6 – 10/8/2011:

  10. Sales by SKU Total Pantene sales from ClubCard members mailed, i.e. customers who bought other Pantene products Continued overleaf…

  11. Sales by SKU cont. Total Pantene sales cont.

  12. Contents • Introduction • Creative • Response • Comparison • Inclusion of sachets • ROI measurement • Observations & Conclusions • Recommendations

  13. Comparison Sales comparison: incremental analysis between the 8-week period prior to mailing vs the 8-week campaign period

  14. Contents • Introduction • Creative • Response • Comparison • Inclusion of sachets • ROI measurement • Observations & Conclusions • Recommendations

  15. Inclusion of the sample sachets 55 250 customers (Gauteng; Eng/Afrik) received sachets in their mail pack. • Note that the inclusion of the sachet was done at the last minute and a control group was not drawn for comparison purposes therefore this result is not 100% reliable.

  16. Sachet customer sales by SKU Total Pantene sales from ClubCard members mailed whose received sample sachets in their mail pack:

  17. Contents • Introduction • Creative • Response • Comparison • Inclusion of sachets • ROI measurement • Observations & Conclusions • Recommendations

  18. ROI measurement Total Pantene product sales from ClubCard customers mailed: • Marketing cost R 569 600 • Postage R 392 668 • TOTAL R 962 268 • Initial loss” -R548 334 • It is important to note that the ROI measurement is for the 8-week period immediately after mailing and does not include repeat purchases over the long term.

  19. Contents • Introduction • Creative • Response • Comparison • Inclusion of sachets • ROI measurement • Observations & Conclusions • Recommendations

  20. Observations and Conclusions • Despite the fact that the pack did not include an offer or deadline, the response rate in the 8-week measured sales period was very good (2.85% for all Pantene products and 1.36% for Pantene AL.) • 9465 new Pantene buyers were achieved from this mailing who should repeat purchase. This will make the campaign profitable over the long-term • The mailing stimulated sales across the Pantene brand. • The inclusion of an offer would have improved response. • The inclusion of the sample sachets had a positive impact on sales (+15%). • Because there was no direct offer to buy from Clicks, the mailing could have prompted customers to buy Pantene from any retail store. This sales impact cannot be measured. • This mailing will have done an additional brand building job that will be realised over time with further sales.

  21. Contents • Introduction • Creative • Response • Comparison • Inclusion of sachets • ROI measurement • Observations & Conclusions • Recommendations

  22. Recommendations • For maximum return on investment from a ClubCard direct mailing we recommend: • inclusion of an offer (Randsoff, points, competition, etc.) for in-store redemption • an expiry date to drive urgency. • 2. Future mailings could include tests. These could take the form of: • different offers (different rands off values; points; competitions, etc.) • With and without a brochure • support the mail pack by using additional supporting Clicks channels around the same mailing period.

  23. Thank you

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