Contents

1. Vitabiotics: WellkidTargeted Coupon Results May CashBack ClubCard MailingPost-Campaign Report

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

3. Introduction • 100 000 ClubCard customers targeted utilising 5one’s targeting tool • Campaign period: 3 May – 4 June 2010 • Both Current and New customers targeted: • 392 Current shoppers • 99,446 New shoppers • Reward level constructed tested: • Get R15 off any Vitabiotics Wellkid product purchased • 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: customers who bought featured product at the same time as handing in the coupon • Overall redemption rate is low: 0.03%(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: 0.11%(above 2% is ‘good’ for Current, above 1% for New) • New offer driving 107 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? • Control group for current shoppers is too small to be able to report on incremental behaviour • Offer to new shoppers resulted in 107 new shoppers of which 99% incremental 9

10. Incremental Units How many more units were purchased? • 100% of all the new mailed units incremental 10

11. Incremental Sales How many more sales were achieved? • Total mailed sales of R11k achieved, with 98% 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 positive: 9% 13

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

15. Campaign Summary • Overall campaign generated ideal response: • Redemption rate: 0.03% (32 shoppers) • Response rate: 0.11% (108 shoppers) • Overall incremental behaviour: • Shoppers: 107 (99%) • Units: 142 (99%) • Sales: R10,858 (98%)

16. Recommendations • Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands • Build base of customers through brand building activity • In-depth analysis of what the Wellkid shopper looks like, how they shop across the range and what competitor products they are purchasing into

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