All content copyright © 5one All rights reserved. Confidential. VHF: Vital Targeted Coupon August Cashback ClubCard Mailing Post-Campaign Report November 2010

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

All content copyright © 5one All rights reserved. Confidential. Introduction 39,317 ClubCard shoppers targeted utilising 5one’s targeting tool Campaign period: 16 Aug – 18 Sep 2010 Both Current and New shoppers targeted: 16,759 Current shoppers 22,558 New shoppers Offers tested: Get R15 off when buying 2 or more Vital products to the value of R80 Get R10 off when you purchase any of the following Vital products: Vital Cranberry, Vital Evening Primrose Oil, Vital Omega 3&6, Vital Fat Burner Control group of look alike customers measured over the campaign period 3

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

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

All content copyright © 5one All rights reserved. Confidential. 6 Targeted Coupon: Redemption Redemption: customers who bought featured product at the same time as handing in the coupon How many mailants shopped the promoted products? Overall redemption rate is good: 1.47% (above 1% is ‘good’ for Current shoppers, 0.5% ‘good’ for New shoppers) CouponMailedRedeemedRed. Rate Current R15 off 16, % New R10 off 22, % TOTAL39, %

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 excellent: 4.70% (above 2% is ‘good’ for Current shoppers, above 1% for New shoppers) Campaign driving 88 new shoppers to the brand CouponMailedRedeemedRed. RateRespondedResp. Rate Current R15 off 16, %1, % New R10 off 22, %880.39% TOTAL39, %1, %

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

All content copyright © 5one All rights reserved. Confidential. 9 9 Incremental Shoppers Coupon Mailed Resp. Rate Responded Control Resp. Rate Incremental Shoppers % Incremental Current R15 off 10.49%1,7588.3%35920% New R10 off 0.39%880.1%5765% TOTAL4.70%1, % 41623% The mailed group shopped at a higher rate than control shoppers resulting in 23% of shoppers being incremental overall 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?

All content copyright © 5one All rights reserved. Confidential. 10 Incremental Units How many more units were purchased? Overall 33% of units purchased incremental CouponTotal Mailed UnitsIncremental Units% Incremental Current R15 off 2, % New R10 off % TOTAL2, %

All content copyright © 5one All rights reserved. Confidential. 11 Incremental Sales How many more sales were achieved? Total mailed sales of R91k achieved, with 4% being incremental Coupon Total Mailed Sales Incremental Sales % Incremental Incremental / Responder Current R15 off R 88,051 R 2,3323%R 1.3 New R10 off R 3,560 R 1,38239%R 15.7 TOTAL R 91,610 R 3,715 4% R 2.0

All content copyright © 5one All rights reserved. Confidential. How Did Shoppers Respond at a Total Range Level 12 Because the offer was only on specific Vital products, it is important to understand if responders chose a different product from the Vital range as a result of the mailing. Again, measuring this against the control group enables us to understand what was incremental How many more shoppers, sales and units were generated at a range level? Metric Product level response Range level response Incremental % Incremental Shoppers1,8464, % Units2,44714,6303,234 22% Sales R 91,610R 741,607 R 146,443 20% Targeted voucher delivered better results at a total Vital level, generating R146K incremental sales This demonstrates the marketing halo effect of sending targeted communication

All content copyright © 5one All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 13

All content copyright © 5one All rights reserved. Confidential. 14 Immediate Return On Investment: Product level Overall ROI is negative at a promoted product level : -84% What was the immediate ROI of the targeted coupon based on Incremental sales? Coupon Total Mailed Sales Incremental Sales Production Costs Gross Profit ROI Current R15 off R 88,051 R 2,332R 10,201-R 7,869-77% New R10 off R 3,560 R 1,382R 13,731 -R 12,349-90% TOTAL R 91,610 R 3,715R 23,932 -R 20,217-84% *sales through the till ex VAT How does this compare to range level?

All content copyright © 5one All rights reserved. Confidential. 15 Immediate Return On Investment: Range Level Excellent response rate of 22.5% for current shoppers at range level with R146k incremental Control group is too small for new shoppers to calculate accurate incremental figures Overall ROI at a range level is 512% What was the immediate ROI of the targeted coupon based on Incremental sales at a total Range level? Coupon Total Mailed Sales Incremental Sales Production Costs Gross Profit ROI Current R15 off R 676,256 R 146,443 R 10,201 R 136, % New R10 off R 65,352n/a R 13,731 n/a TOTAL R 741,607 R 146,443 R 23,932 R 122,511512%

All content copyright © 5one All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 16

All content copyright © 5one All rights reserved. Confidential. 17 Overall campaign generated ideal response: Redemption rate: 1.47% (577 shoppers) Response rate: 4.70% (1,846 shoppers) Successful at driving incremental behaviour at a promoted product level: Shoppers: 416 (23%) Units: 807 (33%) Sales: R3,715 (4%) Overall campaign generated an negative immediate ROI at a promoted product level, but a good ROI at Range level Campaign Summary LevelProfitROI Promoted product -R 20,217-84% Range R 122,511512%

All content copyright © 5one All rights reserved. Confidential. 18 Campaign Comparison Mailing Offer TargetingMailed Red. Rate Resp. Rate Control Resp. Rate % Shop pers inc % Units Inc % Sale s Inc Inc Sales ProfitROI Aug-10 R15 off when buy 2 or more Vital products Current 16, %10.49%8.3%20%31%3% R 2,332 -R 7,869-77% Aug-10 R10 off certain Vital Products New 22, %0.39%0.1%65%75%39% R 1,382 -R 12,349-90% Jul-10 R10 off any Vital Products New59, %0.39%0.2%61%70%28% R 2,364-R 27,367-92% Jul-10 R10 off any Vital Products Current10, %6.64%5.7%14%32%11% R 5,941R 67213% May-10 R5 off any Vital Product New75,0000.3%0.8%0%100% R22,398-R 2,602-10% May-10 R10 off when buy 2 or more Current75,0003.1%12.3%6%50%57%46%R244,226R 219,226877% Dec-925% off Current 6931% 0.04%97% N/A R 98R 2841% Dec-9 25% New 99, % 0.02%97% N/A R 3,093 -R 6, %

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 customers (less niched / fewer constraints) E.g. R10 off any Vital product 3.In-depth analysis of what the Vital shopper looks like, how they shop across the range and what competitor products they are purchasing into Recommendations

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

All content copyright © 5one All rights reserved. Confidential. 21 CouponMailed % Control Group Mailed Resp. Rate Control Not Mailed % Mailed Group Control Resp. Rate Current R15 off 16,75968%10.49%1,52143%8.3% New R10 off 22,55832%0.39%72757%0.1% TOTAL39,317100%4.70% 2,248100%5.7% Addendum - Proportions At an individual product level the control group responds higher than the mailed group Overall the control group responds at a higher level because the proportions of the offer cells differ