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Weetol Targeted Coupon July Cashback ClubCard Mailing Post-Campaign Report

Weetol Targeted Coupon July Cashback ClubCard Mailing Post-Campaign Report. Contents. Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations. Introduction. 75,824 ClubCard customers targeted utilising 5one’s targeting tool

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Weetol Targeted Coupon July Cashback ClubCard Mailing Post-Campaign Report

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  1. Weetol Targeted CouponJulyCashback ClubCard MailingPost-Campaign Report

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

  3. Introduction • 75,824ClubCard customers targeted utilising 5one’s targeting tool • Campaign period: 28 June 2010 – 30 July 2010 • Both Current and New customers targeted: • 23,942 Current • 51,882 New • Reward level constructed tested: • Get R10 off when you purchase 2 or more Weetol products • Get R10 off when you spend R50 or more on any Weetol products • Get R10 off on any Weetol productsover the 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 0.8%(above 1% is ‘good’ for Current, 0.5% ‘good’ for New) • Current offers generated excellent redemption rates, the spend R50 or more offer has a much higher redemption rate than the buy 2 or more offer 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 good: 3.80%(above 2% is ‘good’ for Current, above 1% for New) • New offer driving 202 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 the control group resulting in 20% of shoppers being incremental 9

  10. Incremental Units How many more units were purchased? • 38% of total units purchased were incremental 10

  11. Incremental Sales How many more sales were achieved? • Total mailed sales of R206k achieved, with 28% 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 Excellent!: 477% 13

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

  15. Campaign Summary • Overall campaign generated ideal response: • Redemption rate: 0.79% (601 shoppers) • Response rate: 3.80% (2,883shoppers) • Highly successful at driving incremental behaviour: • Shoppers: 576 (20%) • Units: 1,649 (38%) • Sales: R57,662 (28%) • Overall campaign generated excellent immediate ROI 477% at a promoted product level

  16. Campaign Comparison

  17. 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

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

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