Dettol Targeted Coupon July Cashback ClubCard Mailing Post-Campaign Report

All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.

Dettol Targeted CouponJuly Cashback ClubCard MailingPost-Campaign Report


Contents

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

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Introduction

• 150 000 ClubCard customers targeted utilising 5one’s targeting tool

• Campaign period: 28 June 2010 – 30 July 2010• Both Current and New customers targeted:

• 75 000 Current shoppers • 75 000 New shoppers

• Reward level constructed tested:• Buy any 3 Dettol Natural 100g Soaps and get R6 off

• Control group of look alike customers measured over the campaign period

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The Mailing

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Contents


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All content copyright © 5one 2001 - 2010. 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% : (above 1% is ‘good’ for Current, 0.5% ‘good’ for New)

• Current offers generated good redemptions rates

Coupon Mailed Redeemed Red. Rate

New R6 75,000 356 0.47%

Current R6 75,000 1,123 1.50%

TOTAL 150,000 1,479 1%


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: 1.42% (above 2% is ‘good’ for Current, above 1% for New)

• Response rate amongst Current shoppers is good• New offer driving 427 new shoppers to the brand.

Coupon Mailed Redeemed Red. Rate Responde

dResp. Rate

New R6 75,000 356 0.47% 427 0.57%

Current R6 75,000 1,123 1.50% 1,699 2.27%

TOTAL 150,000 1,479 1% 2,126 1.42%


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Incremental Shoppers

CouponMailed Resp. Rate

Responded

Control Resp. Rate

Incremental

Shoppers%

Incremental

New R6 0.57% 427 0.1% 380 89%

Current R6 2.27% 1,699 0.5% 1,310 77%

TOTAL 1.42% 2,126 0.3% 1,689 79%

• Overall the mailed group shopped at a substantially higher rate than control, resulting in a high percentage of incremental shoppers 79%

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?


Incremental Units

How many more units were purchased?

• Due to high response rate of customers more than 83% of total units purchased were incremental

Coupon Total Mailed Units

Incremental Units

% Incremental

New R6 862 794 92%

Current R6 3763 3,034 81%

TOTAL 4,625 3,828 83%


Incremental Sales

How many more sales were achieved?

• Total mailed sales of R11k was achieved, with 59% sales being incremental

Coupon Total Mailed Sales

IncrementalSales

% Incremental

Incremental / Responder

New R6 R 1,187 R 768 65% R 1.8

Current R6 R 10,037 R 5,810 58% R 3.4

TOTAL R 11,224 R 6,578 59% R 3.1


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Immediate Return On Investment

• Overall ROI is negative: -81%

What was the immediate ROI of the targeted coupon based on Incremental sales?

CouponTotal

Mailed Sales

Incremental

SalesProduction

CostsGross Profit ROI

New R5 R 1,187 R 768 R 17,500 -R16,732 -96%

Current R5 R 10,037 R 5,810 R 17,500 -R11,690 -67%

TOTAL R 11,224 R 6,578 R 35 000 -R28,422 -81%


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• Overall campaign generated ideal response:• Redemption rate: 1% (1,479 shoppers)• Response rate: 1.42% (2,126 shoppers)

• Highly successful at driving incremental behaviour:

• Shoppers: 1,689 (79%)• Units: 3,828 (83%)• Sales: R6,578 (59%)

• Overall campaign generated a poor immediate ROI -81% at a promoted product level

Campaign Summary


1. Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands

2. Test broader offer for new customers (less niched / fewer constraints)

3. In-depth analysis of what the Vital shopper looks like, how they shop across the range and what competitor products they are purchasing into

Recommendations


Thank-youNikki Emerton – 5one Account Manager [email protected]

Zakariya Patel – 5one [email protected]

mailto:[email protected]

mailto:[email protected]

Documents

Dettol Targeted Coupon July Cashback ClubCard Mailing Post-Campaign Report