All content copyright © 5one 2001 – All rights reserved. Confidential. New Clicks: Fine Fragrance Targeted Coupon January CashBack ClubCard Mailing Post-Campaign Report March 2011

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 shoppers targeted utilising 5one’s targeting tool Campaign period: 20 January – 3 March 2011 Both Current and New shoppers targeted: 50,000 Current shoppers 50,000 New shoppers Reward level constructed tested: Spend over R300 and receive R40 off your fragrance – from Brands like Hugo Boss, Bvlgari and Calvin Klein. Spend over R300 and receive R30 off your fragrance – from Brands like Hugo Boss, Bvlgari and Calvin Klein. Control group of look alike shoppers 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: 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 good 0.62% (above 1% is ‘good’ for Current shoppers, 0.5% ‘good’ for New shoppers) CouponMailedRedeemedRed. Rate Current: R40 off50, % New: R30 off50, % TOTAL 100, %

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 good: 4% (above 2% is ‘good’ for Current shoppers, above 1% for New shoppers) R30 offer generating a good response rate, driving 745 new shoppers to Fine Fragrance CouponMailedRedeemedRed. RateRespondedResp. Rate Current: R40 off50, %3,2336.5% New: R30 off50, %7451.5% TOTAL 100, %3,9784%

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: R40 off6.5%3, %1,55948% New: R30 off1.5% %58979% TOTAL 4%3,9780.6%2,14758% Overall the mailed group shopped at a higher rate than the control group resulting in 2,147 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?

All content copyright © 5one All rights reserved. Confidential. 10 Incremental Units How many more units were purchased? Overall 58% of units were incremental Coupon Total Mailed Units Incremental Units % Incremental Current: R40 off4,6572,47053% New: R30 off1, % TOTAL5,6663,28558%

All content copyright © 5one All rights reserved. Confidential. 11 Incremental Sales How many more sales were achieved? Total mailed sales of R1.1 million achieved, with 60% sales being incremental Coupon Total Mailed Sales Incremental Sales % Incremental Incremental / Responder Current: R40 off R 954,601 R 542,21557%R 168 New: R30 off R 178,774 R 140,83779%R 189 TOTALR 1,133,375 R 683,05260%R 172

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 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: R40 off R 954,601 R 542,215R 5,000 R 537, % New: R30 off R 178,774 R 140,837R 5,000 R 135, % TOTALR 1,133,375 R 683,052R 10,000 R 673, % Overall ROI is 6731%

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 the following response: Redemption rate: 1.2% (615 shoppers) Response rate: 4% (3,978 shoppers) Successful at driving incremental behaviour: Shoppers: 2,147 (54%) Units: 3,285 (58%) Sales: R 683,052 (60%) Overall ROI is 6731%

All content copyright © 5one All rights reserved. Confidential. 16 Campaign Comparison Mailing Offer TargetingMailed Red. Rate Resp. Rate Control Resp. Rate % Shop pers inc % Units Inc % Sale s Inc Inc Sales ProfitROI Jan-11 R40 when you spend R300 or more Current 50,0001.1%6.5%3.3.%48%53%57%R 542,215R537, % Jan-11 R30 when you spend R300 or more New 50,0000.1%1.5%0.3%79%81%79%R 140,837R135, % Overall Jan , %4%0.6%54%58%60%R 683,052R673, % Dec-10 R50 when you spend R300 or more Current 28, %14.78%16.1%0%3%0%R 0-R 2, % Dec-10 R30 when you spend R300 or more New 71, %2.39%0.9%64%67%55% R 185,875 R 178, % Overall Dec-10 99, %5.96%1.7%18%19%13%R 185,875 R 150,875431% May-10 R70 when you spend R300 or more Current44,2001.5%5.4%14%0% R 0-R % May-10 R50 when you spend R300 or more New55,8000.2%0.9%0.01%99% R 114,512 R105, % Overall May ,0000.7%2.9%1%18%16%15% R 114,512R 104, %

All content copyright © 5one All rights reserved. Confidential. 17 Mailing Offer TargetingMailed Red. Rate Resp. Rate Control Resp. Rate % Shop pers inc % Units Inc % Sale s Inc Inc Sales ProfitROI Jan-10 R70 when you spend R300 or more Current50, %2.5%1.1%55%59%70%R 276,759R 271, % Jan-10 R50 when you spend R300 or more New49, %1.5%0.3%82% 86%R 203,261R 198, % Overall Jan-10 99, %2.0%0.5%65%67%76%R 480,021R 470, % Dec-09 R70 when you spend R300 or more Current15,1243%4%0.2%94% 85%R 53,372R 51, % Dec-09 R50 when you spend R300 or more Current10,9383%4%0.2%95%96%88%R 64,623R 63, % Dec-09 R70 when you spend R300 or more New36,4480.5%1%0.4%35%32%0%R0-R3, % Dec-09 R50 when you spend R300 or more New36,4470.4%1%0.2%71%84%56%R 16,914R 13,231359% Overall Dec-09 62,5091%2%0.2%83% 84%74% R 134,909 R 124, % Campaign Comparison

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 Fine Fragrance shopper looks like, how they shop across the range and what competitor products they are purchasing into Recommendations

All content copyright © 5one 2001 – All rights reserved. Confidential. Thank-you Nikki Emerton