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All content copyright © 5one 2001 – 2011. All rights reserved. Confidential. New Clicks: Dr Sole Targeted Coupon January CashBack ClubCard Mailing Post-Campaign.

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Presentation on theme: "All content copyright © 5one 2001 – 2011. All rights reserved. Confidential. New Clicks: Dr Sole Targeted Coupon January CashBack ClubCard Mailing Post-Campaign."— Presentation transcript:

1 All content copyright © 5one 2001 – All rights reserved. Confidential. New Clicks: Dr Sole Targeted Coupon January CashBack ClubCard Mailing Post-Campaign Report March 2011

2 All content copyright © 5one All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 2

3 All content copyright © 5one 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: 50,000 Current shoppers 50,000 New shoppers Reward level constructed tested: Get R5 off any Dr Sole product. Control group of look alike shoppers measured over the campaign period 3

4 All content copyright © 5one All rights reserved. Confidential. The Mailing 4

5 All content copyright © 5one All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 5

6 All content copyright © 5one 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 0.2% (above 1% is ‘good’ for Current shoppers, 0.5% ‘good’ for New shoppers) CouponMailedRedeemedRed. Rate New: R5 off100, % TOTAL 100, %

7 All content copyright © 5one 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: 1.24% (above 2% is ‘good’ for Current shoppers, above 1% for New shoppers) R5 offer generating a good response rate, driving 1,235 new shoppers to Dr Sole products. CouponMailedRedeemedRed. RateRespondedResp. Rate New: R5 off100, %1, % TOTAL 100, %1, %

8 All content copyright © 5one All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 8

9 All content copyright © 5one All rights reserved. Confidential. 99 Incremental Shoppers Coupon Mailed Resp. Rate Responded Control Resp. Rate Incremental Shoppers % Incremental New: R5 off1.24%1, %00% TOTAL 1.24%1,2351.7%00% Overall the control group shopped at a higher rate than the mailed group resulting in no incremental shoppers This indicates a possible clash in promotional activity 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?

10 All content copyright © 5one All rights reserved. Confidential. 10 Incremental Units How many more units were purchased? Overall 1,470 units were mailed. Coupon Total Mailed Units Incremental Units % Incremental New: R5 off1,47000% TOTAL1,47000%

11 All content copyright © 5one All rights reserved. Confidential. 11 Incremental Sales How many more sales were achieved? Total mailed sales of R28,237 achieved. Coupon Total Mailed Sales Incremental Sales % Incremental Incremental / Responder New: R5 off R 28,237 00%0 TOTALR 28,237 00%0

12 All content copyright © 5one All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 12

13 All content copyright © 5one All rights reserved. Confidential. 13 Immediate Return On Investment What was the immediate ROI of the targeted coupon based on Incremental sales? Coupon Total Mailed Sales Incremental Sales Production Costs Gross Profit ROI New: R5off R 28,237 0R 10,000 -R 10, % TOTALR 28,237 0R 10,000 -R 10, % Overall ROI is -100% 1,235 new shoppers to Dr Sole will generate long term ROI over time

14 All content copyright © 5one All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 14

15 All content copyright © 5one All rights reserved. Confidential. 15 Campaign Summary Overall campaign generated the following response: Redemption rate: 0.2% (235 shoppers) Response rate: 1.24% (1,235 shoppers) Although ROI was negative these new shoppers should generate ROI over time

16 All content copyright © 5one All rights reserved. Confidential Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands; however need to ensure there is no clash in promotional activity over the campaign period 2.Test broader offer for new shoppers (less niched / fewer constraints) 3.In-depth analysis of what the Dr Sole shopper looks like, how they shop across the range and what competitor products they are purchasing into Recommendations

17 All content copyright © 5one 2001 – All rights reserved. Confidential. Thank-you Nikki Emerton


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