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V itabiotics : Wellwomen Targeted Coupon Aug CashBack ClubCard Mailing Post-Campaign Report. Contents. Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations. Introduction. - PowerPoint PPT Presentation
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All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Vitabiotics: Wellwomen Targeted CouponAug CashBack ClubCard MailingPost-Campaign Report
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction
• Coupon Redemption & Response
• Incremental Analysis
• Immediate ROI
• Conclusions & Recommendations
2
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Introduction
• 99,773 ClubCard customers targeted utilising 5one’s targeting tool
• Campaign period: 16 Aug 2010 – 18 Sep 2010
• Both Current and New customers targeted:
• 1,717 Current shoppers
• 98,056 New shoppers
• Reward level constructed tested:
• Get R15 off any Vitabiotics Wellwoman product purchased
• Control group of look alike shoppers measured over the campaign period
3
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
The Mailing
4
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction
• Coupon Redemption & Response
• Incremental Analysis
• Immediate ROI
• Conclusions & Recommendations
5
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 low: 0.11% (above 1% is ‘good’ for Current, 0.5% ‘good’ for New)
Coupon Mailed Redeemed Red. Rate
New R15 off 98,056 77 0.08%
Current R15 off 1,717 34 1.98%
TOTAL 99,773 111 0.11%
All content copyright © 5one 2001 - 2010. 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 low: 0.28% (above 2% is ‘good’ for Current shoppers, above 1% for New shoppers)
• Offer to new shoppers driving an additional 197 new shoppers to the brand
Coupon Mailed Redeemed Red. Rate Responded Resp. Rate
New R15 off 98,056 77 0.08% 197 0.20%
Current R15 off 1,717 34 1.98% 83 4.83%
TOTAL 99,773 111 0.11% 280 0.28%
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction
• Coupon Redemption & Response
• Incremental Analysis
• Immediate ROI
• Conclusions & Recommendations
8
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 99
Incremental Shoppers
CouponMailed Resp. Rate
Responded
Control Resp. Rate
Incremental
Shoppers
% Incrementa
l
New R10 off 0.20% 197 0.0% 179 91%
Current R15 off 4.83% 83 3.7% 19 23%
TOTAL 0.28% 280 0.04% 198 71%
• Overall the mailed group shopped at a higher rate than targeted shoppers resulting in 71% of shoppers being incremental
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 - 2010. All rights reserved. Confidential. 1010
Incremental Units
How many more units were purchased?
• Overall 73% of total units purchased were incremental
• Mailed units higher than responders indicating shoppers picking up more than one product during the promotional period
Coupon Total Mailed UnitsIncremental
Units% Incremental
New R10 off 255 237 93%
Current R15 off 120 38 32%
TOTAL 375 274 73%
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 1111
Incremental Sales
How many more sales were achieved?
• Total mailed sales of R28k achieved, with 65% sales being incremental
CouponTotal Mailed
Sales
Incremental
Sales
% Incremental
Incremental / Responder
New R10 off R 18,421 R 16,599 90% R 84.3
Current R15 off R 9,797 R 1,747 18% R 21.0
TOTAL R 28,218 R 18,345 65% R 65.5
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction
• Coupon Redemption & Response
• Incremental Analysis
• Immediate ROI
• Conclusions & Recommendations
12
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 1313
Immediate Return On Investment
• Overall ROI is 83%
What was the immediate ROI of the targeted coupon based on Incremental sales?
CouponTotal
Mailed Sales
Incremental
Sales
Production Costs
Gross Profit
ROI
New R10 off R 18,421 R 16,599 R 9,828 R 6,771 69%
Current R15 off R 9,797 R 1,747 R 172 R 1,575 915%
TOTAL R 28,218 R 18,345 R 10,000 R 8,345 83%
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction
• Coupon Redemption & Response
• Incremental Analysis
• Immediate ROI
• Conclusions & Recommendations
14
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 15
• Overall campaign generated ideal response:
• Redemption rate: 0.11% (111 shoppers)
• Response rate: 0.28% (280 shoppers)
• Successful at driving incremental behaviour:
• Shoppers: 198 (71%)
• Units: 274 (73%)
• Sales: R18,345 (65%)
• Overall campaign generated excellent immediate ROI 83% at a promoted product level
Campaign Summary
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 16
Campaign Comparison
Mailing Offer Targeting Mailed Red. Rate
Resp. Rate
Control Resp. Rate
% Shoppers inc
% Units Inc
% Sales
Inc
Inc Sales
Profit ROI
Aug-10 R15 any Wellwomen
products New 98,056 0.08% 0.20% 0.0% 91% 93% 90% R 16,599 R 6,771 69%
Aug-10R15 any Wellwomen
products Current 1,717 1.98% 4.83% 3.7% 23% 32% 18% R 1,747 R 1,575 915%
Total Aug-10
99,773 0.11% 0.28% 0.04% 71% 73% 65% R 18,345 R 8,345 83%
Jul-10 R15 any Wellman
products New 149,908 0.04% 0.09% 0.0% 90% 90% 79% R 8,051 -R 1,944 -19%
Jul-10 R15 any Wellman
products Current 81 1.23% 9.88% - - - - - -R 5 -100%
TotalJul-10
149,989 0.04% 0.09% 0.0% 85% 85% 73% R 8,051 -R 1,949 -19%
May-10 R15 any Wellkid
products New 99,446 0.03% 0.11% 0.0% 100% 100% 100% R 10,858 R 898 9%
May-10 R15 any Wellkid
products Current 392 0 0.26% - - - - - - -
Total May-10
99,838 0.03% 0.11% 0.02% 99% 100% 99% R 10,858 R 858 9%
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 17
1. Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands
2. Test higher offer levels
3. In-depth analysis of what the Wellwoman shopper looks like, how they shop across the range and what competitor products they are purchasing into
Recommendations
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Thank-you
Nikki Emerton – 5one Account Manager [email protected]
Zakariya Patel – 5one [email protected]