1. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. VHF: Sister Lillian Targeted Coupon August CashBack ClubCard Mailing Post-Campaign Report November 2010

2. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 2

3. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Introduction 149,890 ClubCard customers targeted utilising 5one’s targeting tool Campaign period: 16 Aug 2010 – 18 Sep 2010 Both Current and New shoppers targeted: 1,059 Current shoppers 148,831 New shoppers Reward level constructed tested: Buy any 2 Sister Lillian Remedies and get R15.00 off Buy any Sister Lillian Remedies products and get R10.00 off Control group of look alike shoppers measured over the campaign period 3

4. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. The Mailing 4

5. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 5

6. 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: 0.05% (above 1% is ‘good’ for Current, 0.5% ‘good’ for New) CouponMailedRedeemedRed. Rate New R10 off148,831710.05% Current R15 off1,059100.94% TOTAL 149,89081 0.05%

7. 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: 0.14% (above 2% is ‘good’ for Current shoppers, above 1% for New shoppers) Offer to new shoppers driving an additional 153 new shoppers to the brand CouponMailedRedeemedRed. RateRespondedResp. Rate New R10 off148,831710.05%1530.10% Current R15 off1,059100.94%595.57% TOTAL 149,89081 0.05%212 0.14%

8. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 8

9. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 9 9 Incremental Shoppers CouponMailed Resp. RateResponded Control Resp. Rate Incremental Shoppers % Incremental New R10 off0.10%1530.01%13488% Current R15 off5.57%595.1%58% TOTAL0.14% 212 0.04%13965% Overall the mailed group shopped at a higher rate than targeted shoppers resulting in 65% 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?

10. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 10 Incremental Units How many more units were purchased? Due to high response rates of shoppers 65% of total units purchased were incremental Mailed units higher than responders indicating shoppers picking up more than one product during the promotional period CouponTotal Mailed UnitsIncremental Units% Incremental New R10 off22520692% Current R15 off9611% TOTAL32120765%

11. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 11 Incremental Sales How many more sales were achieved? Total mailed sales of R14k was achieved, with 57% sales being incremental Coupon Total Mailed Sales Incremental Sales % Incremental Incremental / Responder New R10 off R 9,416 R 8,29388%R 54.2 Current R15 off R 5,090R 00%R 0.0 TOTALR 14,506 R 8,29357%R 39.1

12. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 12

13. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 13 Immediate Return On Investment Overall ROI is negative: -76% 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 R10 offR 9,416R 8,293R 34,753-R 26,460-76% Current R15 offR 5,0900R 247-R 247-100% TOTALR 14,506R 8,293 R 35,000 -R 26,707-76%

14. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 14

15. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 15 Overall campaign generated ideal response: Redemption rate: 0.05% (81 shoppers) Response rate: 0.14% (212 shoppers) Successful at driving incremental behaviour: Shoppers: 139 (65%) Units: 207 (65%) Sales: R 8,293 (57%) Overall campaign generated negative immediate ROI -76% at a promoted product level Campaign Summary

16. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 16 Campaign Comparison Mailing Offer TargetingMailed Red. Rate Resp. Rate Control Resp. Rate % Shop pers inc % Units Inc % Sales Inc Inc Sales ProfitROI Aug-10 R10 off when you buy any products New 148,8310.05%0.10%0.01%88% R 8,293 R -26,460-76% Aug-10 R15 off when buy 2 or more Current 1,0590.94%5.57%5.1%8%0% 0 R -247-100% Jul-10 R10 off when you buy any products New148,5760.04%0.15%0.1%62% R 9,889 -R 24,808-71% Jul-10 R15 off when buy 2 or more Current1,3000.92%5.23%6.3%0% --R 304-100% Jan-10 R10 when spend R60 Current3,4641.3%4.9%0.0%95%96% R 14,719R 12,9531122% Jan-10 R10 when spend R60 New146,5290.02%0.04%0.0%95%94%96%R 3,258-R 45,723-94%

17. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 17 1.Use targeted coupons to invoke re-purchase and reward current shoppers 2.Consider solus mailing to gain new shoppers to the brand (targeting shoppers near stores where Sister Lilian is stocked) 3.In-depth analysis of what the Sister Lillian shopper looks like, how they shop across the range and what competitor products they are purchasing into Recommendations

18. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Thank-you Nikki Emerton – 5one Account Manager Nikki.emerton@5one.co.za Zakariya Patel – 5one Analyst Zakariya.Patel@5one.co.za