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All content copyright © 5one 2001 – 2011. All rights reserved. Confidential. New Clicks: Style Aromatherapy Targeted Coupon January CashBack ClubCard Mailing.

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

1 All content copyright © 5one 2001 – All rights reserved. Confidential. New Clicks: Style Aromatherapy 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 New shoppers targeted: 100,000 shoppers Reward level constructed tested: Get R20 off any Style Moisturiser or 500ml Style Mask 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 low 0.1% (above 1% is ‘good’ for Current shoppers, 0.5% ‘good’ for New shoppers) CouponMailedRedeemedRed. Rate New shoppers: R20 off 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 low: 0.4% (above 2% is ‘good’ for Current shoppers, above 1% for New shoppers) CouponMailedRedeemedRed. RateRespondedResp. Rate New shoppers: R20 off 100, %4050.4%

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. 9 9 Incremental Shoppers Coupon Mailed Resp. Rate Responded Control Resp. Rate Incremental Shoppers % Incremental New shoppers: R20 off 100, %34786% Overall the mailed group shopped at a higher rate than the control group resulting in 347 incremental shoppers 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 88% of units incremental Coupon Total Mailed Units Incremental Units % Incremental New shoppers: R20 off %

11 All content copyright © 5one All rights reserved. Confidential. 11 Incremental Sales How many more sales were achieved? Total mailed sales of R33k achieved, with 88% sales being incremental Coupon Total Mailed Sales Incremental Sales % Incremental Incremental / Responder New shoppers: R2 off R 33,115R 29,16088%R 72

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 shoppers: R2 off R 33,115R 29,160R 10,000R 19,160192% Overall ROI is 192%

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: 0.1% (124 shoppers) Response rate: 0.4% (405 shoppers) Successful at driving incremental behaviour: Shoppers: 347 (86%) Units: 370 (88%) Sales: R 29,160 (88%) Overall ROI is 192%

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 2.Test broader offer for new shoppers (less niched / fewer constraints) 3.In-depth analysis of what the Style Aromatherapy 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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