unilever: shield targeted coupon january cashback clubcard mailing post-campaign report

All content copyright © 5one 2001 – 2011. All rights reserved. Confidential.

Unilever: Shield Targeted Coupon

January 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


Introduction

• 100,000 ClubCard shoppers targeted utilising 5one’s targeting tool

• Campaign period: 20 January – 3 March 2011

• Both Current and New shoppers targeted:

• 25,420 Current shoppers

• 74,540 New shoppers

• Reward level constructed tested:

• Get R3 off Shield Friends Forever Teen Aerosol

• Control group of look alike shoppers measured over the campaign period

3


The Mailing

4


Contents

• Introduction



• Immediate ROI


5

All content copyright © 5one 2001 - 2011. 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 1.05% (above 1% is ‘good’ for Current shoppers, 0.5% ‘good’ for New shoppers)

Coupon Mailed Redeemed Red. Rate

Current: R3 off 25,420 483 1.9%

New: R3 off 74,540 571 0.8%

TOTAL 99,960 1,054 1.05%


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: 3.9% (above 2% is ‘good’ for Current shoppers, above 1% for New shoppers)

• Both response rates for current and new shoppers excellent

Coupon Mailed Redeemed Red. Rate Responded Resp. Rate

Current: R3 off 25,420 483 1.9% 2,047 8%

New: R3 off 74,540 571 0.8% 1,813 2.4%

TOTAL 99,960 1,054 1.05% 3,860 3.9%


Contents

• Introduction



• Immediate ROI


8


Incremental Shoppers

CouponMailed Resp.

RateResponded

Control Resp. Rate

Incremental Shoppers

% Incremental

Current: R3 off 8% 2,047 5.9% 551 27%

New: R3 off 2.4% 1,813 1% 1,073 59%

TOTAL 3.9% 3,860 1.4% 1,624 42%

• Overall the mailed group shopped at a higher rate than the control group resulting in 1,624 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?


Incremental Sales

How many more sales were achieved?

• Total mailed sales of R57k achieved, with 42% sales being incremental

CouponTotal Mailed

SalesIncremental

Sales%

IncrementalIncremental /

Responder

Current: R3 off R 31,448 R 8,437 27% R 4.12

New: R3 off R 25,808 R 15,923 59% R 8.78

TOTAL R 57,256 R 24,361 42% R 6.31


Incremental Units

How many more units were purchased?

• Overall 44% of units were incremental

CouponTotal Mailed

UnitsIncremental

Units%

Incremental

Current: R3 off 2,670 746 28%

New: R3 off 2,193 1,365 62%

TOTAL 4,863 2,111 44%


Contents

• Introduction



• Immediate ROI


12


Immediate Return On Investment

What was the immediate ROI of the targeted coupon based on Incremental sales?

CouponTotal Mailed

SalesIncremental

SalesProduction

CostsGross Profit

ROI

Current: R3 off R 31,448 R 8,437 R 2,543 R 5,894 232%

New: R3 off R 25,808 R 15,923 R 7,457 R 8,466 114%

TOTAL R 57,256 R 24,361 R 10,000 R 14,361 144%

• Overall ROI is 144%


Contents

• Introduction



• Immediate ROI


14


Campaign Summary

• Overall campaign generated the following response:

• Redemption rate: 1.05% (1,054 shoppers)

• Response rate: 3.9% (3,860 shoppers)

• Successful at driving incremental behaviour:

• Shoppers: 1,624 (42%)

• Units: 2,111 (43%)

• Sales: R 24,361 (43%)

• Overall ROI is 144%


1. 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 Shield shopper looks like, how they shop across the range and what competitor products they are purchasing into

Recommendations

unilever: shield targeted coupon january cashback clubcard mailing post-campaign report

Documents

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rateincremental shoppers

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new shoppers reward

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