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Quidco’s Head of Card-linked Partnerships, Simon Hilton will present case studies on Jack Wills and Moss to highlight the impact of targeted marketing and multi-channel shopping By utilising behavioural, demographic and transactional user data on 4 million members, this presentation will show how you can target specific audience segments based on the retailers’ requirements. By extending this targeting mechanism to offline shoppers, online publishers are able to get one step closer to the single customer view while driving incremental sales and increased purchase frequency online and offline.
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QuidcoTargeted Marketing and the Multichannel Shopper
Simon Hilton – Head of Card-linked Partnerships
2
4+million members
Founded in
2005New monthly members
50k
Retail partners
4,000+Social fans
171k
The UK’s number one cashback rewards platform…
driving over £900 million sales in 2013
Introduction to Quidco
3
Card-linked offers
Customer engagement
Retailer value
Quidco strategy
4Quidco’s multichannel proposition
Multichannel partners
35+Cards
registered
1.4m£3.5mNew cards per month
15k 1m+Monthly in-store revenue
App downloads
Progress to date:
Challenges faced when moving to multichannel
1 . Drive value through the use of data
2 .
3 .
Make personalisation central to strategy
Model and measure incremental value
4 .Understand the impact5 .
Drive customer engagement
6
Revenue drivenIn 2013
£900m
Partners across 70 verticals
4kUK online
Spend 2013
1%Spend per
month
MultichannelIn-store revenue
£100m
£396
Transactionsper month
3x
Made anIn-store purchase
55%Quidco data universe
Quidco devoted customers
Revenue drivenSince 2010
£3.5bn
1. Quidco’s data universe
7
Quidco customer
0%
Repeatpurchase
2. Targeted Marketing capability
3%
Controlgroup
0%
Competitorcustomers
5%
Look-a-likecustomers
3%
Repeatbuyers
1%
8
Control group
Non-incentivisedNo exposure
Activator group
Incentivised withoffers
3. Measuring and modeling incremental uplift
94. Proving engagement
…. Online and on the high street
105. Providing valuable data insight
11
Three month piece of analysis that analysed the impact of card-linked incentivisation on a treatment group vs. a control cell of non-incentivised customers. The retailer was new to Quidco and offered a 5% cashback incentive:
Case study 1 - Driving incremental sales
£3.27 For every £1 spent, the retailer generated £3.27 in incremental profit
uplift in incremental revenue
51%additional revenue driven vs. control
£158kIncremental net profit driven for the retailer
£60k
12
Quidco act to influence three key metrics when approaching campaigns that are aimed at driving incremental performance. Those being, average basket value, average frequency and response rate from base. Using stretch targeting over a one month period, Quidco increased basket value and drove incremental revenue:
Case study 2 - Increasing basket size
£2.24
Uplift in average basket value
24%Uplift in spend per cardholder
22%Additional revenue driven vs. control
£20k
For every £1 spent, the retailer generated £2.24 in incremental profit
13
Measured online performance for a retailer launching on the card-linked platform for a three month period pre-launch vs. category (online). Performance was then re-analysed for a three month period post launch to understand impact on online revenue QoQ and vs. the wider category:
Case study 3 - Influencing online sales
Increase in purchasingusers vs. category
44%Increase in overallRevenue QoQ
66%Increase in average transaction value
19%
Additional revenue driven QoQ£318k
Summary
1 . Leverage demographic and transactional data to shape campaigns
2 .
3 .
Personalise offers to drive greater ROI and relevance
Create measurable reporting mechanisms for proving incrementality
4 .Optimise and keep testing5 .
Understand the levers influencing uplift to provide actionable insight
