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Colgate: Plax Targeted Coupon January CashBack ClubCard Mailing Post-Campaign Report. Contents. Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations. Introduction. 100,000 ClubCard shoppers targeted utilising 5one’s targeting tool - PowerPoint PPT Presentation
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All content copyright © 5one 2001 – 2011. All rights reserved. Confidential.
Colgate: Plax Targeted Coupon
January CashBack ClubCard MailingPost-Campaign Report
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential.
Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
2
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential.
Introduction• 100,000 ClubCard shoppers targeted utilising 5one’s targeting
tool• Campaign period: 20 January – 3 March 2011• Both Current and New shoppers targeted:
• 18,328 Current shoppers • 81,639 New shoppers
• Reward level constructed tested:• Get R6 off any 500ml Colgate Plax Mouthwash
• Control group of look alike shoppers measured over the campaign period
3
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential.
The Mailing
4
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential.
Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
5
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. 6
Targeted Coupon: Redemption
Redemption: shoppers who bought featured product at the same time as handing in the coupon
How many mailants shopped the promoted products?
• Overall redemption rate is good 1.27% (above 1% is ‘good’ for Current shoppers, 0.5% ‘good’ for New shoppers)
Coupon Mailed Redeemed Red. Rate
Current: R6 off 18,328 605 3.3%
New: R6 off 81,639 665 0.8%
TOTAL 99,967 1,270 1.27%
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. 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 good: 3.5% (above 2% is ‘good’ for Current shoppers, above 1% for New shoppers)
• Excellent response rates for both current and new shoppers with overall 3,517 shoppers responding
Coupon Mailed Redeemed Red. Rate Responded Resp. Rate
Current: R6 off 18,328 605 3.3% 1,826 10%
New: R6 off 81,639 665 0.8% 1,691 2%
TOTAL 99,967 1,270 1.27% 3,517 3.5%
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential.
Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
8
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. 99
Incremental Shoppers
Coupon Mailed Resp. Rate Responded Control Resp.
RateIncremental
Shoppers%
Incremental
Current: R6 off 10% 1,826 n/a n/a n/a
New: R6 off 2% 1,691 0.6% 1,212 75%
TOTAL 3.5% 3,517
• Mailed group for new shoppers shopped at a higher rate than the control group resulting in 1,212 incremental shoppers
• Current shopper control group too small (598 shoppers) to accurately determine incremental behaviour
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?
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. 1010
Incremental Units
How many more units were purchased?
• Overall 74% of units to new shoppers incremental
Coupon Total Mailed Units
Incremental Units
% Incremental
Current: R6 off 2,305 n/a n/a
New: R6 off 1,979 1,470 74%
TOTAL 3,962
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. 1111
Incremental Sales
How many more sales were achieved?
• Total mailed sales of R177k achieved, with 74% new shopper sales being incremental
Coupon Total Mailed Sales
IncrementalSales
% Incremental
Incremental / Responder
Current: R6 off R 97,294 n/a n/a n/a
New: R6 off R 80,659 R 60,219 74% R 35.60
TOTAL R 177,953
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential.
Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
12
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. 1313
Immediate Return On Investment
What was the immediate ROI of the targeted coupon based on Incremental sales?
Coupon Total Mailed Sales
IncrementalSales
Production Costs
Gross Profit ROI
Current: R6 off R 97,294 n/a R 1,833 n/a n/a
New: R6 off R 80,659 R 60,219 R 8,167 R 52,052 637%
TOTAL R 177,953 R 10,000
• ROI for new shoppers is 637%
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential.
Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
14
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. 15
Campaign Summary
• Overall campaign generated the following response:• Redemption rate: 1.27% (1,270 shoppers)• Response rate: 3.5% (3,517 shoppers)
• Successful at driving incremental behaviour for new shoppers • Shoppers: 1,212 (72%)• Units: 1,470 (74%)• Sales: R 38,785 (75%)
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. 16
1. Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands
2. Test broader offer for new shoppers (less niched / fewer constraints)
3. In-depth analysis of what the Plax shopper looks like, how they shop across the range and what competitor products they are purchasing into
Recommendations
All content copyright © 5one 2001 – 2011. All rights reserved. Confidential.
Thank-youNikki Emerton
083 686 9076