All content copyright © 5one All rights reserved. Confidential. Tip Top Nails Targeted Voucher January Cashback ClubCard Mailing Post-Campaign Report April 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 100,000 ClubCard customers targeted utilising 5one’s targeting tool Campaign period: 22 Jan – 26 Feb Both Current and New shoppers to Tip Top Nails Treatment range targeted: Current: 10,811 New: 89,126 Offer: Current and New shoppers received different offers: Current: Buy any two boxed Tip Top Nail treatments and receive R10 off your purchase New: Buy any one of the boxed Tip Top Nail Treatments and receive R5 off your purchase Control group of look alike customers measured over exact same 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. Overall redemption rate is low: 0.17% (above 1% is ‘good’ for Current shoppers, 0.5% ‘good’ for New shoppers) How many mailants shopped the promoted products? CouponMailedRedeemedRed. Rate Current: High Offer 10, % New: Low Offer 89, % TOTAL 99, %

All content copyright © 5one All rights reserved. Confidential. 7 Targeted Coupon: Response Response: customers 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: 3% (above 2% is ‘good’ for Current shoppers, above 1% for New shoppers) Excellent response rates generated by Current shoppers: 5.2% New coupon generating lower response rate but still high at 2.8%, driving 2,467 new shoppers to the range CouponMailedRedeemedRed. RateRespondedResp. Rate Current: High Offer 10, %5575.2% New: Low Offer 89, % 2,4672.8% TOTAL 99, %3,0243.0%

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 Overall control group shopped at substantially lower rate vs. targeted customers However unusually high control response rates for current shoppers (potentially points towards clash in promotional activity?) Overall 53% of shoppers were 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? Coupon Mailed Resp. Rate Responded Control Resp. Rate Incremental Shoppers % Incremental Current: High Offer 5.2% %00% New: Low Offer 2.8% 2,4671.0%1,60465% TOTAL 3.0%3,0241.0%1,60453%

All content copyright © 5one All rights reserved. Confidential. 10 Incremental Units How many more units were purchased? Total number of units purchased 3,024, of which 59% were incremental: Current shoppers: 0% incremental units New shoppers: 71% incremental units Coupon Total Mailed Units Incremental Units % Incremental Current: High Offer 55700% New: Low Offer 2,4672,47671% TOTAL 3,0242,47659%

All content copyright © 5one All rights reserved. Confidential. 11 Incremental Sales How many more sales were achieved? Total mailed sales of R350k achieved: Current shoppers generating no incremental sales due to control group responding at abnormally high rate New shoppers generating a high incremental sales, 73% *sales through the till ex VAT Coupon Total Mailed Sales Incremental Sales % Incremental Current: High Offer R 31,16800% New: Low Offer R 137,811R 101,21773% TOTAL R 349,503R 101,21760%

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

All content copyright © 5one All rights reserved. Confidential. 13 Immediate Return On Investment Overall ROI is excellent: 912% Negative ROI amongst Current shoppers due to higher control response rate Impressive ROI generated amongst New shoppers: 1035% What was the immediate ROI of the targeted coupon? Coupon Total Mailed Sales Incremental Sales Production Costs Gross Profit ROI Current: High Offer R 31,1680 R1,082-R 1, % New: Low Offer R 137,811R 101,217 R8,918R 92, % TOTAL R 168,979R 101,217 R10,000R 91,217912%

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

All content copyright © 5one All rights reserved. Confidential. 15 Campaign Summary Overall campaign generated ideal response: Redemption rate: 0.17% (173 shoppers) Response rate: 3% (3,024 shoppers) Highly successful at driving incremental behaviour: Shoppers: 1,604 (53%) Units: 2,476 (59%) Sales: R101,217 (60%) Overall campaign generated an excellent immediate ROI: Profit: R91,217 ROI: 912%

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 both Current & New offers using high/low value split for reward levels Recommendations

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