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All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Slow-Mag Review: Customer Insight Analysis July 2010.

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Presentation on theme: "All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Slow-Mag Review: Customer Insight Analysis July 2010."— Presentation transcript:

1 All content copyright © 5one All rights reserved. Confidential. Slow-Mag Review: Customer Insight Analysis July 2010

2 All content copyright © 5one All rights reserved. Confidential. Contents  Introduction  Shopper Profiling  Basket Analysis  Next Steps 2

3 All content copyright © 5one All rights reserved. Confidential Introduction

4 All content copyright © 5one All rights reserved. Confidential. Introduction Clicks Slow-Mag analysis commissioned in July 2010 Analysis based on the Clicks ClubCard shopper behaviour on the Slow-Mag brand Analysis has been carried out at a number of levels, outlined below: Slow-Mag : Topline level Range: Slow-Mag Tablets, Slow-Mag Capsules, Slow-Mag Fizzy Total SKU count: 8 Analysis period: 17 June 09 – 16 June 10 Category: Lifestyle Supplements 4

5 All content copyright © 5one All rights reserved. Confidential. 5 Introduction: Topline Stats Slow-Mag shoppers21,768 Average Slow-Mag spend per customerR 184 Baskets containing Slow-Mag39,033 Average baskets containing Slow-Mag per customer1.78 Average Slow-Mag spend per basketR 104 Average Slow-Mag units per customer2.05 Average Slow-Mag units per basket1.15 Baskets containing multiple units9.8% Customers are likely to buy about 2 Slow-Mag units in a year over 1 to 2 baskets Shopping stats and behaviour of Clicks ClubCard holders over the previous 12 months (17 June 2009 – 16 June 2010):

6 All content copyright © 5one All rights reserved. Confidential. 6 Introduction: Topline Stats by Range Shopper TypeVolume% Total Shoppers Slow-Mag Capsules11,98355% Slow-Mag Fizzy1,4894% Slow-Mag Tablets10,33244% Shopper type volumes by ranges: If over two-thirds of purchases are within a range they are categorised as that shopper type, otherwise they are combination shoppers; there are no Slow-Mag Combination shoppers Slow-Mag Fizzy has the smallest % of total shoppers, i.e. 4%

7 All content copyright © 5one All rights reserved. Confidential Shopper Profiling

8 All content copyright © 5one All rights reserved. Confidential. 8 Profiling: Introduction Profiling can assist with the look & feel of a marketing campaign, with packaging and with NPD. Question: What do Slow-Mag shoppers look like? Answer: We will examine customers by: Segment profile Age profile Gender profile Ethnicity

9 All content copyright © 5one All rights reserved. Confidential. 9 Shopper Segment Profiling Shopper segments based on transactional information and demographic data. Products are grouped together based on how they are bought, then the customers who buy them analysed to determine what is most important to each segment. Each segment is then analysed in more detail to create an enriched profile.

10 All content copyright © 5one All rights reserved. Confidential. An index is an easy way of showing the difference between customer groups For example: 40% of Healthy at Heart buy Vitamin C But 20% of all customers buy Vitamin C We can see from this example that Healthy at Heart are twice as likely to buy Vitamin C, using an index: 40/20*100 = 200 Understanding Indices and Volume

11 All content copyright © 5one All rights reserved. Confidential. 11 Shopper Lifestyle Segment Profiling: Brand Level Slow-Mag shoppers mainly Ageless Beauty and Healthy at Heart More likely to be Ageless Beauty, Healthy at Heart and Sophisticated Me compared to Lifestyle Supplements category Slow-Mag is currently not appealing to a budget shopper. Under-indexes on all other segments, but especially on Big Brands + Bargains and Movin On Up segments

12 All content copyright © 5one All rights reserved. Confidential. Shopper Value Segment Profiling: Brand Level Low valueInfrequent baskets Occasional top-up Occasional modest Occasional large Freque nt modest Top shopper Frequent small 12 Few items Top-up Small baskets Medium baskets Large baskets Trolleys R200 Infrequent 1-2 over 12w Occasional 3-5 over 12w Regular 6-10 over 12w Frequent >10 over 12w

13 All content copyright © 5one All rights reserved. Confidential. Infrequent Occasional Regular Frequent Few items Top-up Small baskets Medium baskets Large baskets Trolleys Shopper Value Segment Profiling: Brand Level Low value 1% (295) 42 Infrequent baskets 11% (2,340) 74 Occasional top-up 2% (490) 53 Occasional modest 8% (1,658) 69 Occasional large 25% (5,522) 135 Frequent modest 9% (1,984) 87 Top shopper 36% (7,912) 139 Frequent small 3% (609) Check volumes, i.e. Number of shoppers

14 All content copyright © 5one All rights reserved. Confidential. 14 Shopper Value Segment Profiling: Brand Level Slow-Mag shoppers mainly Top Shoppers and Frequent Modest Shoppers – more likely to fall into these segments in comparison to Lifestyle Supplements category as a whole Under-indexes on all other value segments

15 All content copyright © 5one All rights reserved. Confidential. 15 Shopper Age Profiling: Slow-Mag Brand Level Majority of Slow-Mag shoppers are older, i.e years Slow-Mag shoppers are more likely to be older and also less likely to be under 35 years

16 All content copyright © 5one All rights reserved. Confidential. 16 Shopper Gender Profiling: Slow-Mag Brand Level Majority of Slow-Mag shoppers are Female Slightly less likely than the Lifestyle Supplements category to be Male

17 All content copyright © 5one All rights reserved. Confidential. 17 Shopper Ethnicity Profiling: Slow-Mag Brand Level Majority of Slow-Mag shoppers are White Under-indexing on Black and Asian shoppers, in comparison to Lifestyle Supplements category

18 All content copyright © 5one All rights reserved. Confidential. 18 Shopper Type Segment Profiling: Range Level In comparison to the other ranges: Shopper type are fairly consistent in distribution Slow-Mag Tablets have the highest proportion of Healthy at Heart and lowest proportion of Sensible & Su$$ed Slow-Mag Fizzy range attracting highest proportion of Beauty on a Budget, Classic Gifters, Metro- Groomers, Sophisticated me and Sensible + Su$$ed

19 All content copyright © 5one All rights reserved. Confidential. 19 Shopper Type Value Segment Profiling: Range Level Value Segment profiles are fairly similar across the shopper types Encouraging that most shoppers are Top Shoppers – can we increase the frequency of Slow- Mag purchase as they are in store frequently

20 All content copyright © 5one All rights reserved. Confidential. 20 Shopper Type Age Profiling: Range Level Slow-Mag Fizzy shoppers attract the highest proportion of younger shoppers – Potentially parents buying for kids? Slow-Mag Tablets attract the highest proportion of age 55+

21 All content copyright © 5one All rights reserved. Confidential. 21 Shopper Type Ethnicity Profiling: Range Level As expected, majority of shoppers are White Although % is small Slow- Mag Tablets attracting the smallest proportion of Black shoppers

22 All content copyright © 5one All rights reserved. Confidential. Profiling: Conclusions Slow-Mag Brand Level: Slow-Mag shoppers mainly White Females, aged 46-65, are Ageless Beauty and Healthy at Heart shoppers who have a high visit frequency at Clicks Compared to the Lifestyle Supplements Category, Slow-Mag shoppers are less budget focused, older and less likely to be Male and Black Range Level: Slow-Mag Tablets attracting highest proportion of Healthy at Heart shoppers, who are more likely to be older and White Slow-Mag Fizzy range attracting highest proportion of budget segments like Beauty on a Budget and Metro-Groomers, attracting the highest proportion of younger shoppers Slow-Mag Capsules range attracting the lowest proportion of Beauty On A Budget and Big Brands + Bargains, who are more likely to be older and white 22

23 All content copyright © 5one All rights reserved. Confidential Basket Analysis

24 All content copyright © 5one All rights reserved. Confidential. 24 Basket Analysis: Introduction Having now understood what Slow-Mag shoppers buy from the range, a basket analysis seeks to understand the behaviour of range shoppers in the context of their wider purchasing at Clicks. It provides insight into key shopper areas & most important SKUs to Slow-Mag shoppers. Question: What else do Slow-Mag shoppers purchase? Answer: We will examine Slow-Mag shopper behaviour by: Purchasing by customer (within same year) Purchasing by basket

25 All content copyright © 5one All rights reserved. Confidential. 25 Basket Analysis By Shopper: Overall DeptSub DeptClass% ShoppersSalesACVTrans 010 Scheduled Medicines096 Pharmacy Nonmerch Items 001 Pharmacy Nonmerch Items 79% R Health174 Medicinal001 Gastrointestinal61% R 3,405,120 R Beauty049 Haircare Caucasian005 Shampoo60% R1,861,374 R Health174 Medicinal010 Analgesics & Antipyretics52% R 751,674 R Health209 Lifestyle Supplements005 Minerals48% R 2,604,561 R Beauty049 Haircare Caucasian001 Styling Aids47% R 1,237,205 R Beauty054 Hand And Body Skincare001 Hand And Body Lotion45% R 719,708 R Health175 First Aid001 Woundcare45% R 520,715 R Beauty028 Facial Skincare001 Essential Care44% R 1,615,655 R Health209 Lifestyle Supplements003 Immune Support43% R 2,286,141 R Health053 Body Fresheners001 Aerosol Deodorant Ladies42% R 698,326 R Health174 Medicinal002 Cough & Cold42% R 711,322 R Health174 Medicinal003 Eye & Ear Care41% R 1,430,512 R Health042 Baby Toiletries001 Baby Toiletries41% R 769,751 R Table above displays, overall, the most popular other classes purchased by Slow-Mag shoppers at Clicks within the last 12 months The next slide analyses the % of Slow-Mag baskets containing products from competing areas

26 All content copyright © 5one All rights reserved. Confidential. 26 Basket Analysis By Shopper: Within Lifestyle Supplements Sub DeptClass% ShoppersSalesACVTrans 209 Lifestyle Supplements 005 Minerals48% R 2,604,561 R Immune Support43% R 2,286,141 R Supplements Oils23% R 924,899 R Female Health18% R 1,008,124 R Joint & Bone Support18% R 1,240,230 R Cardiovascular15% R 697,400 R Mens Health0.1% R 4,818 R In total, R8.8m spent on other Lifestyle Supplements by Slow-Mag shoppers over 12 months

27 All content copyright © 5one All rights reserved. Confidential. 27 Basket Analysis By Shopper: Competing Areas SKU Desc % Slow-Mag Shoppers SalesACVTrans Caltrate Plus Calcium Supplement 60s Tablets9% R 495,634 R Clicks Magnesium 30s Capsules8% R 235,498 R Clicks Magnesium Tabs 607% R 137,398 R Caltrate Plus Calcium Supplement 30s Tabs7% R 198,527 R Clicks Magnesium Tabs 1006% R 179,918 R Clicks Calcium&Magnesium Tablets 60s5% R 97,330 R Sandoz Calcuim Optim Plus Tablets 60s3% R 128,417 R Clicks Calcium & Magnesium Tablets 90s3% R 69,770 R Crampease Night 30 Capules3% R 47,399 R Sandoz Calcium Forte 500mg 20s3% R 163,536 R Sub DeptClass% ShoppersSalesACVTrans 209 Lifestyle Supplements 005 Minerals48% R 2,604,561 R

28 All content copyright © 5one All rights reserved. Confidential. 28 Basket Analysis By Shopper: Competing Areas SKU Desc % Slow-Mag Shoppers SalesACVTrans Procydin Capsules 608% R 369,342 R Clicks Vitaminc Supreme Antioxidant 100tab6% R 107,349 R Viralchoice Cap 605% R 135,824 R Calcvita Vit Tablets 20 S5% R 120,121 R Viral Guard Tablets 604% R 152,556 R Calcvita Vitamin Tabs 10 S3% R 33,876 R Viralchoice C Capsules 303% R 45,684 R Cal C Vita Immune Protector Effervescent 202% R 57,732 R Biostrath Tablets 100s2% R 98,603 R Calcvita Effervescent Tablet 30 S2% R 85,182 R Sub DeptClass% ShoppersSalesACVTrans 209 Lifestyle Supplements 003 Immune Support43% R 2,286,141 R

29 All content copyright © 5one All rights reserved. Confidential. 29 Basket Analysis By Shopper: Competing Areas SKU Desc % Slow-Mag Shoppers SalesACVTrans Clicks Omega 3 And mg 90s5% R 127,963 R Clicks Flaxseed 1000mg Caps 905% R 119,542 R Clicks Salmon Oil Omega Capsules4% R 92,303 R Revite Omega3 Fish Oil 1000mg 904% R 115,070 R Revite Flax Seed Oil 1000mg 903% R 83,228 R Omega Select Flaxseed Oil 90&90 Vagecaps3% R 95,947 R Revite Epo Salmon Cp 1000mg 903% R 66,175 R Omega Select Omega 3&6 60&60 Vegecaps2% R 45,745 R Revite Epo Double Strength 1000mg 90 Capsules1% R 33,260 R Flaxseed Oil 1000mg Caps Buy One Get One Free 90x1% R 24,404 R Sub DeptClass% ShoppersSalesACVTrans 209 Lifestyle Supplements 007 Supplements Oils23% R 924,899 R

30 All content copyright © 5one All rights reserved. Confidential. 30 Basket Analysis By Shopper: Competing Areas SKU Desc % Slow-Mag Shoppers SalesACVTrans Antistax Active Leg 30 Tablets3% R 189,199 R Bioharmony Meno Clove Forte Capsules 602% R 73,614 R Prosana Hair And Nail Booster 60 S1% R 43,324 R Venavine Leg Health 60 Caps1% R 52,486 R Venavine Intensive Vap 30s & 15 Free1% R 50,794 R Vascafem Tabs 1001% R 38,368 R Venavine Intensive Leg Health Caps 30s1% R 51,646 R Femolene Ultra Tab 601% R 79,944 R Pregnavit M Capsules 301% R 24,388 R Urikleer 6 Vegecaps 5day Course1% R 19,297 R Sub DeptClass% ShoppersSalesACVTrans 209 Lifestyle Supplements 002 Female Health18% R 1,008,124 R

31 All content copyright © 5one All rights reserved. Confidential. 31 Basket Analysis By Shopper: Competing Areas SKU Desc % Slow-Mag Shoppers SalesACVTrans Nutrilida Arthroguard Buy 1 Get 1 Free 90 Caps6% R 288,403 R Osteoeze Gold Caps 90s4% R 299,435 R Nutrilida Arthrogaurd Intensive 90s2% R 92,575 R Arthrochoice Advanced 120 Tablets2% R 86,387 R Osteoeze With Msm Cap 902% R 74,026 R Arthrochoice Tablets 901% R 49,006 R Jointeze Capsules 60s1% R 69,139 R Nativa Osteoeze Acute Tabs 30s1% R 19,358 R Pro Collagen 90 Capsules1% R 62,736 R Arthrochoice Banded Pack 90 & 20 Tablets1% R 34,270 R Sub DeptClass% ShoppersSalesACVTrans 209 Lifestyle Supplements 004 Joint & Bone Support18% R 1,240,230 R

32 All content copyright © 5one All rights reserved. Confidential. 32 Basket Analysis By Shopper: Competing Areas SKU Desc % Slow-Mag Shoppers SalesACVTrans Calmettes 20 Tablets2% R 29,383 R Biral Tablets 402% R 72,443 R Calmettes Nite 25s Natural Herbal For Sleep2% R 33,462 R Diabecinn Capsules 60s1% R 69,504 R Diabion Diabetic Supplement 30 Capsules1% R 54,705 R Manna Blood Supplement 60 Tablets1% R 21,610 R Clicks Herbal Sedative 26 Tablets1% R 15,565 R Diabecinn Capsules 30 S1% R 17,952 R Clicks Herbal Tranquilizer 40 Tablets1% R 27,967 R Heath & Heather Quiet Night Tablets 30 S1% R 17,806 R Sub DeptClass% ShoppersSalesACVTrans 209 Lifestyle Supplements 001 Cardiovascular15% R 697,400 R

33 All content copyright © 5one All rights reserved. Confidential. 33 Basket Analysis By Shopper: Competing Areas SKU Desc % Slow-Mag Shoppers SalesACVTrans Vitabiotics Wellman 50plus 30 Tablets0.05% R 1,351 R Vitabiotics Wellman 30 Tablets0.04% R 1,197 R Vitabiotocs Wellman Sport 30 Tablets0.04% R 965 R Vitabiotics Wellman Energize Fizz 20 Tabs0.02% R 675 R Vitabiotics Wellman Conception 30 Tabs0.01% R 482 R Vitabiotics Wellman Tricologic 60 Tablets0.00% R Nativa Prostate Complex 60s0.00% R Spermiprove Dietary Supplement 60s0.00% R Sub DeptClass% ShoppersSalesACVTrans 209 Lifestyle Supplements 008 Mens Health0.1% R 4,818 R

34 All content copyright © 5one All rights reserved. Confidential. 34 Basket Analysis By Basket: Overall DeptSub DeptClass% BasketsSalesACVATVTrans 010 Scheduled Medicines096 Pharmacy Nonmerch Items001 Pharmacy Nonmerch Items25% R Health209 Lifestyle Supplements005 Minerals15% R 499,220 R130 R Health174 Medicinal001 Gastrointestinal13% R 391,663 R 106 R Health209 Lifestyle Supplements003 Immune Support10% R 346,506 R122 R Beauty049 Haircare Caucasian005 Shampoo8% R 146,489 R 57 R Health211 Multivitamins & Tonics002 Tonics & Overindulgence9% R 294,662 R 115 R Health211 Multivitamins & Tonics001 Multivitamins9% R 392,713 R154 R Health174 Medicinal010 Analgesics & Antipyretics8% R 81,822 R 32 R Health208 Branded Supplements012 Vital9% R 248,970 R 101 R Beauty049 Haircare Caucasian001 Styling Aids6% R 94,013 R 53 R Beauty028 Facial Skincare001 Essential Care5% R 127,323 R 72 R Health174 Medicinal003 Eye & Ear Care5% R 137,449 R 82 R Health209 Lifestyle Supplements007 Supplements Oils5% R 165,032 R 106 R Health175 First Aid001 Woundcare5% R 45,050 R 29 R Table above displays the most popular other classes purchased within the same basket as Slow-Mag this one overall next competing areas The next slide analyses the % of Slow-Mag baskets containing products from competing areas

35 All content copyright © 5one All rights reserved. Confidential. 35 Basket Analysis By Basket: Within Lifestyle Supplements Sub DeptClass% BasketsSalesACVATVTrans 209 Lifestyle Supplements 005 Minerals15% R 499,220 R 130 R Immune Support10% R 346,506 R 122 R Supplements Oils5% R 165,032 R 106 R Joint & Bone Support4% R 232,842 R 196 R Female Health4% R 159,633 R 146 R Cardiovascular3% R 89,284 R 121 R Mens Health0% R 303 R In total, R 1.5m spent on other Lifestyle Supplements products in the same basket as a Slow- Mag purchase

36 All content copyright © 5one All rights reserved. Confidential. 36 Basket Analysis By Basket: Competing Areas SKU Desc % Slow-Mag Baskets SalesACVATVTrans Caltrate Plus Calcium Supplement 60s Tablets3.3%R 141,821R 160R Caltrate Plus Calcium Supplement 30s Tabs2.1%R 641,68R 106R Sandoz Calcium Forte 500mg 20s1.2%R 42,843R 150R Sandoz Calcuim Optim Plus Tablets 60s1.0%R 36,016R 132R Crampease Night 30 Capules0.6%R 9,738R 54R Clicks Calcium&Magnesium Tablets 60s0.5%R 10,099R 59R Zinplex 120 Tablets0.4%R 13,977R 101R Zinplex Tablets 600.4%R 9,214R 70R Cramp Ease Capsules 30 S0.4%R 6,016R 46R Menacal 7 30 Tablets0.4%R 16,062R 124R Sub DeptClass% BasketsSalesACVATVTrans 209 Lifestyle Supplements 005 Minerals15% R 499,220 R 130 R

37 All content copyright © 5one All rights reserved. Confidential. 37 Basket Analysis By Basket: Competing Areas SKU Desc % Slow-Mag Baskets SalesACVATVTrans Procydin Capsules 602.2%R 63,955R 114R Clicks Vitaminc Supreme Antioxidant 100tab0.9%R 14,939R 50R Calcvita Vit Tablets 20 S0.6%R 16,863R 81R Viralchoice Cap 600.6%R 20,860R 102R Marcus Rohrer Spirulina Tablets Refill Bag 180s0.6%R 26,340R 154R Viral Guard Tablets 600.5%R 18,778R 110R Pro Oxidin Ultra Cap 600.5%R 13,679R 97R Scorbex 500mg Tablets 100s0.4%R 12,378R 93R Calcvita Effervescent Tablet 30 S0.5%R 16,972R 133R Calcvita Vitamin Tabs 10 S0.3%R 3,529R 34R Sub DeptClass% BasketsSalesACVATVTrans 209 Lifestyle Supplements 003 Immune Support10% R 346,506 R 122 R

38 All content copyright © 5one All rights reserved. Confidential. 38 Basket Analysis By Basket: Competing Areas SKU Desc % Slow-Mag Baskets SalesACVATVTrans Clicks Omega 3 And mg 90s0.8%R 20,852R 79R Revite Omega3 Fish Oil 1000mg 900.8%R 23,017R 94R Clicks Flaxseed 1000mg Caps 900.7%R 16,522R 71R Clicks Salmon Oil Omega Capsules0.6%R 12,566R 63R Revite Flax Seed Oil 1000mg 900.6%R 18,268R 94R Revite Epo Salmon Cp 1000mg 900.5%R 14,659R 90R Omega Select Flaxseed Oil 90&90 Vagecaps0.4%R 19,130R 136R Omega Select Omega 3&6 60&60 Vegecaps0.2%R 8,644R 108R Revite Epo Double Strength 1000mg 90 Capsules0.2%R 6,666R 87R Mumomega Pregnancy Capsules 300.2%R 11,923R 178R Sub DeptClass% BasketsSalesACVATVTrans 209 Lifestyle Supplements 007 Supplements Oils5% R 165,032 R 106 R

39 All content copyright © 5one All rights reserved. Confidential. 39 Basket Analysis By Basket: Competing Areas SKU Desc % Slow-Mag Baskets SalesACVATVTrans Nutrilida Arthroguard Buy 1 Get 1 Free 90 Caps1.1%R 55,009R 162R Osteoeze Gold Caps 90s1.0%R 60,731R 221R Arthrochoice Advanced 120 Tablets0.4%R 21,749R 191R Nutrilida Arthrogaurd Intensive 90s0.3%R 17,297R 175R Osteoeze With Msm Cap 900.3%R 14,010R 147R Jointeze Capsules 60s0.2%R 10,977R 200R Pro Collagen 90 Capsules0.2%R 10,262R 190R Arthrochoice Tablets 900.1%R 7,998R 163R Nativa Osteoeze Acute Tabs 30s0.1%R 3,302R 67R Jointeze Sport 90 Capsules0.1%R 5,953R 149R Sub DeptClass% BasketsSalesACVATVTrans 209 Lifestyle Supplements 004 Joint & Bone Support4% R 232,842 R 196 R

40 All content copyright © 5one All rights reserved. Confidential. 40 Basket Analysis By Basket: Competing Areas SKU Desc % Slow-Mag Baskets SalesACVATVTrans Antistax Active Leg 30 Tablets0.5%R 27,808R 174R Bioharmony Meno Clove Forte Capsules 600.3%R 13,907R 151R Pregnavit M Capsules 300.2%R 5,275R 64R Vascafem Tabs %R 6,296R 90R Prosana Hair And Nail Booster 60 S0.2%R 7,082R 103R Venavine Intensive Vap 30s & 15 Free0.2%R 8,716R 138R Femolene Ultra Tab 600.2%R 14,630R 236R Bioharmony Menoclove Plus 60 Capsules0.2%R 10,375R 182R Venavine Leg Health 60 Caps0.2%R 7,065R 126R Clicks Cranberry 7500mg 30capsules0.2%R 4,194R 75R Sub DeptClass% BasketsSalesACVATVTrans 209 Lifestyle Supplements 002 Female Health4% R 159,633 R 146 R

41 All content copyright © 5one All rights reserved. Confidential. 41 Basket Analysis By Basket: Competing Areas SKU Desc % Slow-Mag Baskets SalesACVATVTrans Diabion Diabetic Supplement 30 Capsules0.4%R 11,380R 126R Diabecinn Capsules 60s0.3%R 10,901R 135R Calmettes 20 Tablets0.2%R 3,459R 44R Biral Tablets 400.3%R 8,887R 117R Calmettes Nite 25s Natural Herbal For Sleep0.2%R 4,084R 62R Manna Blood Supplement 60 Tablets0.1%R 3,341R 71R Diabecinn Capsules 30 S0.1%R 3,152R 73R Heath & Heather Quiet Night Tablets 30 S0.1%R 2,364R 68R Clicks Herbal Sedative 26 Tablets0.1%R 1,153R 40R Diabecinn Extra 60 Capsules0.1%R 5,387R 200R Sub DeptClass% BasketsSalesACVATVTrans 209 Lifestyle Supplements 001 Cardiovascular3% R 89,284 R 121 R

42 All content copyright © 5one All rights reserved. Confidential. 42 Basket Analysis By Basket: Competing Areas SKU Desc % Slow-Mag Baskets SalesACVATVTrans Vitabiotics Wellman 30 Tablets0.003%R Vitabiotics Wellman Energize Fizz 20 Tabs0.003%R Vitabiotics Wellman 50plus 30 Tablets0.003%R Sub DeptClass% BasketsSalesACVATVTrans 209 Lifestyle Supplements 008 Mens Health0% R 303 R

43 All content copyright © 5one All rights reserved. Confidential. 43 Basket Analysis: Conclusions Nothing unusual about the top product areas shopped by Slow-Mag shoppers at Clicks over a year Slow-Mag shoppers shopping heavily into Health at Clicks – opportunity for co-promotion? A high proportion of calcium supplements shopped by Slow-Mag shoppers High proportion of shoppers purchasing other magnesium products – look at increasing frequency of shop

44 All content copyright © 5one All rights reserved. Confidential Next Steps

45 All content copyright © 5one All rights reserved. Confidential. Next steps 1. Workshop: Discuss and agree outcomes from customer insight analysis Agree objectives and align to those of Slow-Mag overall Prioritise activity 2. Campaign plan Activity Timings Budget 45

46 All content copyright © 5one All rights reserved. Confidential. 46 Thank you Nikki Emerton – Account Manager Zakariya Patel – Analyst


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