bio oil targeted coupon december cashback clubcard mailing post-campaign report
DESCRIPTION
Bio Oil Targeted Coupon December CashBack ClubCard Mailing Post-Campaign Report. Contents. Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations. Introduction. 150 000 ClubCard customers targeted utilising 5one’s targeting tool - PowerPoint PPT PresentationTRANSCRIPT
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential.
Bio Oil Targeted CouponDecember CashBack ClubCard MailingPost-Campaign Report
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential.
Contents
• Introduction
• Coupon Redemption & Response
• Incremental Analysis
• Immediate ROI
• Conclusions & Recommendations
2
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential.
Introduction
• 150 000 ClubCard customers targeted utilising 5one’s targeting tool
• Campaign period: 29 Oct 2010 – 26 Dec 2010
• Both Current and New customers targeted:
• 75,000 Current shoppers 60ml
• 75,000 New shoppers
• Reward level constructed tested:
• R8 off when you buy Bio Oil 125ml
• R5 off when you buy Bio Oil 60ml
• Control group of look alike shoppers measured over the campaign period
3
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The Mailing
4
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential.
Contents
• Introduction
• Coupon Redemption & Response
• Incremental Analysis
• Immediate ROI
• Conclusions & Recommendations
5
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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: 2% (above 1% is ‘good’ for Current shoppers, 0.5% ‘good’ for New shoppers)
Coupon Mailed Redeemed Red. Rate
Current 60ml: R8 off 125ml
75,000 2,757 3.7%
New: R5 off 60ml
75,000 204 0.3%
TOTAL 150,000 2,961 2%
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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: 7.7% (above 2% is ‘good’ for Current shoppers, above 1% for New shoppers)
• Offer to new shoppers driving an additional 1,319 new shoppers to the brand
Coupon Mailed Redeemed Red. Rate Responded Resp. Rate
Current 60ml: R8 off 125ml
75,000 2,757 3.7% 10,206 13.6%
New: R5 off 60ml
75,000 204 0.3% 1,319 1.8%
TOTAL 150,000 2,961 2% 11,525 7.7%
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential.
Contents
• Introduction
• Coupon Redemption & Response
• Incremental Analysis
• Immediate ROI
• Conclusions & Recommendations
8
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Incremental Shoppers
CouponMailed Resp. Rate
Responded
Control Resp. Rate
Incremental
Shoppers
% Increment
al
Current 60ml: R8 off 125ml
13.6% 10,206 14.5%0
0%
New: R5 off 60ml
1.8% 1,319 1.0% 540 41%
TOTAL 7.7% 11,525 5.7% 540 5%
• Overall the mailed group shopped at a higher rate than targeted shoppers resulting in 5% 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?
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Incremental Units
How many more units were purchased?
• Due to higher response rates of mailed shoppers, 5% of total units purchased were incremental
CouponTotal Mailed
UnitsIncremental
Units% Incremental
Current 60ml: R8 off 125ml
14,590 0 0%
New: R5 off 60ml
1,611 783 49%
TOTAL 16,201 783 5%
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Incremental Sales
How many more sales were achieved?
• Total mailed sales of R618k achieved, with 4% sales being incremental
CouponTotal Mailed
SalesIncremental
Sales%
IncrementalIncremental / Responder
Current 60ml: R8 off 125ml
R 554,845 R 0 0% R 0.0
New: R5 off 60ml
R 62,988 R 25,918 41% R 19.70
TOTAL R 617,833 R 25,918 4% R 2.20
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential.
Contents
• Introduction
• Coupon Redemption & Response
• Incremental Analysis
• Immediate ROI
• Conclusions & Recommendations
12
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Immediate Return On Investment
• Overall ROI is negative: -26%
What was the immediate ROI of the targeted coupon based on Incremental sales?
CouponTotal
Mailed Sales
Incremental
Sales
Production Costs
Gross Profit
ROI
Current 60ml: R8 off 125ml
R 554,845 R 0 R 17,500 -R 17,500 -100%
New: R5 off 60ml
R 62,988 R 25,918 R 17,500 R 8,418 48%
TOTAL R 617,833 R 25,918 R 35,000 -R 9,082 -26%
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential.
Contents
• Introduction
• Coupon Redemption & Response
• Incremental Analysis
• Immediate ROI
• Conclusions & Recommendations
14
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. 15
• Overall campaign generated ideal response:
• Redemption rate: 2% (2,961shoppers)
• Response rate: 7.7% (11,525 shoppers)
• Successful at driving incremental behaviour:
• Shoppers: 540 (5%)
• Units: 783 (5%)
• Sales: R 25,918 (4%)
• Overall campaign generated immediate ROI of -26% at a promoted product level
Campaign Summary
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Campaign Comparison
Mailing Offer Targeting Mailed Red. Rate
Resp. Rate
Control Resp. Rate
% Shoppers inc
% Units Inc
% Sales Inc
Inc Sales
Profit ROI
Dec-10 R8 off 125ml Current 60ml
75,000 2,757 3.7% 14.5% 0% 0% 0% R 0 -R 17,500 -100%
Dec-10 R5 off 60ml New 75,000 204 0.3% 1.0% 41% 49% 41% R 25,918 R 8,418 48%
Overall Dec-10
150,000 2,961 2% 5.7% 5% 5% 4% R 25,918 -R 9,082 -26%
Aug-10R8 off when buy
200ml Current 125ml
25,827 3.50% 13.72% 9.7% 29% 44% 31% R 79,794 R 73,768 1224%
Aug-10R8 off when buy
200ml Current
60ml 26,220 3.54% 13.56% 11.1% 18% 34% 17% R 43,829 R 37,711 616%
Aug-10 R8 off when buy 60ml New 97,953 0.77% 3.35% 1.3% 61% 67% 59% R 117,989 R 95,134 416%
Overall Aug-10
150,000 1.72% 6.92% 2.7% 36% 47% 34% R 241,613 R 206,613 590%
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Campaign Comparison
Mailing Offer Targeting Mailed Red. Rate
Resp. Rate
Control Resp. Rate
% Shoppers inc
% Units Inc
% Sales Inc
Inc Sales
Profit ROI
Jul-10R8 off when buy
200ml Current 125ml
26,489 2.91% 12.25% 10.6% 14% 32% 16% R 37,885 R 30,786 434%
Jul-10R8 off when buy
200ml Current
60ml 29,098 3.02% 12.14% 9.6% 21% 38% 23% R 59,083 R 51,284 658%
Jul-10 R8 off when buy 60ml New 75,000 0.63% 3.23% 1.2% 61% 65% 58% R 87,256 R 67,154 334%
Overall Jul-10
130,587 1.62% 7.05% 3.5% 29% 42% 29% R 184,224 R 149,224 426%
Dec-09R8 off when buy
200ml Current 125ml
31,703 3.3% 8% 3% 58% 60% 62% R 74,618 R 66,369 805%
Dec-09R8 off when buy
200ml Current
60ml 60,737 4% 9% 2% 74% 78% 72% R 260,844 R 245,040 1,551%
Dec-09 R8 off when buy 60ml New 99,723 1% 2% 3% 0 0% 0% R 0 -R 25,948 -100%
Overall Dec-09
192,163 2% 5% 3% 56% 60% 60% R 439,208 R 285,462 571%
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential.
Thank-you
Nikki Emerton – 5one Account Manager [email protected]