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Clicks Acdoco Targeted Voucher January Cashback ClubCard Mailing Post-Campaign Report

Clicks Acdoco Targeted Voucher January Cashback ClubCard Mailing Post-Campaign Report. March 2010. Contents. Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations. Introduction.

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Clicks Acdoco Targeted Voucher January Cashback ClubCard Mailing Post-Campaign Report

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  1. Clicks Acdoco Targeted VoucherJanuary Cashback ClubCard MailingPost-Campaign Report March 2010

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

  3. Introduction • 99,960 ClubCard customers targeted utilising 5one’s targeting tool • Campaign period: 22 Jan – 26 Feb • Both Current and New shoppers targeted: • 8,349 Current • 91,611 New • Offer: • Save R3.50 when you buy any Lifestyle Condoms • Control group of look alike customers measured over exact same campaign period

  4. The Mailing

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

  6. Targeted Coupon: Redemption Redemption: customers who bought featured product at the same time as handing in the coupon. • Overall redemption rate is below average considering the high number of new shoppers targeted: 0.39% (above 1% is ‘good’ for Current, 0.5% ‘good’ for New) • Of the 385 redeemers, 301 were current shoppers 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 below average: 1.3%(above 2% is ‘good’ for Current, above 1% for New) • Response rates generated by Current shoppers: 12% • Of the 1,258 responders, 1,044 were new; meaning 214 newshoppers were gained

  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? • Control response rates, however still significantly lower compared to mailed response rates • Overall 34% of shoppers were incremental • % incremental shoppers for Current: 84% • % incremental shoppers for New: -207% 9

  10. Incremental Units How many more units were purchased? • Total number of units purchased 727, of which 34% was incremental: • Current shopper: 42% incremental units • New shopper: -6% incremental units 10

  11. Incremental Sales How many more sales were achieved? • Total mailed sales of R25,507 achieved: • Current shopper generating high 45% of incremental sales • New shopper generating lower -23% incremental sales *sales through the till ex VAT 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? • Overall ROI is negative: -14% • However, exceptionally high ROI amongst Current shoppers: 1046% • Low ROI generate amongst New shoppers: -110% 13

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

  15. Campaign Summary • Overall campaign generated response: • Redemption rate: 0.39% (385 shoppers) • Response rate: 1.3% (1,258 shoppers) • Successful at driving incremental behaviour: • Shoppers: 537 (43%) • Units: 727 (34%) • Sales: R 8,615 (34%) • Overall campaign generated a below average immediate ROI: • Profit: -R 1,385 • ROI: -14%

  16. Recommendations • Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands • Test both Current & New offers using high/low value split for reward levels

  17. Thank-you Robert Grace – 5one Senior Consultant robert.grace@newclicks.com

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