vhf: weetol targeted coupon dec cashback clubcard mailing post-campaign report january 2011

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

VHF: Weetol Targeted CouponDec CashBack ClubCard MailingPost-Campaign Report

January 2011

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

Contents

• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations

2


Introduction

• 149,260 ClubCard customers targeted utilising 5one’s targeting tool

• Campaign period: 29 Oct 2010 – 26 Dec 2010• Both Current and New customers targeted:

• 118,209 New shoppers • 31,051 Current shoppers

• Reward level constructed tested:• Get R10 off on any Weetol products• Get R10 off when you purchase 2 or more Weetol products

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

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The Mailing

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Contents


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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 average: 0.6% (above 1% is ‘good’ for Current shoppers, 0.5% ‘good’ for New shoppers)

Coupon Mailed Redeemed Red. Rate

New: R10 off any product 118,209 235 0.2%

Current: Buy 2, R10 off 31,051 706 2.3%

TOTAL 149,260 941 0.6%


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: 3.6% (above 2% is ‘good’ for Current shoppers, above 1% for New shoppers)

• Offer to new shoppers driving an additional 925 new shoppers to the brand!

Coupon Mailed Redeemed Red. Rate Responded Resp. Rate

New: R10 off any product 118,209 235 0.2% 925 0.8%

Current: Buy 2, R10 off 31,051 706 2.3% 4,513 14.5%

TOTAL 149,260 941 0.6% 5,438 3.6%


Contents


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Incremental Shoppers

CouponMailed Resp. Rate

Responded

Control Resp. Rate

Incremental

Shoppers

% Incrementa

l New: R10 off any product 0.8% 925 0.2% 665 72%

Current: Buy 2, R10 off 14.5% 4,513 13.4% 357 8%

TOTAL 3.6% 5,438 1.3% 1,022 19%

• Overall the mailed group shopped at a higher rate than targeted shoppers resulting in 19% 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?


Incremental Units

How many more units were purchased?

• The mailed group shopped at a higher rate than the control group resulting in 32% of total units being incremental

• As expected, large portion of current shoppers picking up more than one product during the promotional period

Coupon Total Mailed Units Incremental Units % Incremental

New: R10 off any product 1,204 944 78%

Current: Buy 2, R10 off 7,261 1,769 24%

TOTAL 8,465 2,713 32%


Incremental Sales

How many more sales were achieved?

• Total mailed sales of R420k achieved, with 22% sales being incremental

Coupon Total Mailed Sales

IncrementalSales

% Incremental

Incremental / Responder

New: R10 off any product R 51,502 R 38,205 74% R 41.30

Current: Buy 2, R10 off R 368,764 R 55,542 15% R 7.50

TOTAL R 420,266 R 93,747 22% R 17.20


Contents


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Immediate Return On Investment

• Overall ROI is excellent: 837%

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

CouponTotal

Mailed Sales

Incremental

SalesProduction

CostsGross Profit ROI

New: R10 off any product R 51,502 R 38,205 R 7,920 R 30,285 382%

Current: Buy 2, R10 off R 368,764 R 55,542 R 2,080 R 53,462 2570%

TOTAL R 420,266 R 93,747 R 10,000 R 83,747 837%


Contents


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• Overall campaign generated ideal response:• Redemption rate: 0.6% (941 shoppers)• Response rate: 3.6% (5,438 shoppers)

• Highly successful at driving incremental behaviour:• Shoppers: 1,022 (19%)• Units: 2,713 (32%)• Sales: R 93,747 (22%)

• Overall campaign generated immediate ROI of 837% at a promoted product level

Campaign Summary


Campaign Comparison

Mailing Offer Targeting Mailed Red. Rate

Resp. Rate

Control Resp. Rate

% Shoppers inc

% Units Inc

% Sales

IncInc

Sales Profit ROI

Dec-10 R10 off any Weetol New 118,209 0.2% 0.8% 0.2% 72% 78% 74% R 38,205 R 30,285 382%

Dec-10 R10 off when buy 2 or more Current 31,051 2.3% 14.5% 13.4% 8% 24% 15% R 55,542 R 53,462 2570%

Overall Dec-10 149,260 0.6% 3.6% 1.3% 19% 32% 22% R 93,747 R 83,747 837%

Aug-10 R10 when spend R50 Current 9,366 3% 11% 10% 8% 36% 12% R 8,633 R 7,226 514%

Aug-10 R10 off when buy 2 or more Current 9,381 2% 10% 10% 5% 26% 14% R 10,223 R 8,814 625%

Aug-10 R10 off any Weetol New 47,819 0% 0% 1% 0% 0% 0% R0 -R 7,184 -100%

Aug-10Overall 66,566 0.82% 3.29% 2.8% 6% 28% 12% R 18,856 R 8,856 89%


Campaign Comparison


Resp. Rate

Control Resp. Rate

% Shoppers inc

% Units Inc

% Sales Inc

Inc Sales Profit ROI

Jul-10 R10 off when spend R50 Current 11,915 3% 11% 9% 18% 37% 24% R 22,755 R 21,184 1348%

Jul-10 R10 off when buy 2 or more Current 12,027 2% 11% 9% 19% 37% 31% R 31,203 R 29,616 1867%

Jul-10 R10 off New 51,882 0% 0% 0% 35% 49% 36% R 3,704 -R3,138 -46%

Jul-10Overall 75,824 1% 4% 4.6% 20% 38% 28% R 57,662 R 47,662 477%

May-10 R10 when spend R50 New 66,172 0.05% 0.3% 0% 100% 100% 100% R 9,437 R 1,715 22%

May-10 R10 when spend R50 Current 19,514 3.5% 12.5% 12% 6% 36% 21% R 37,193 R 34,915 1533%

May-10 Overall 85,686 0.8% 3% 4% 13% 39% 25% R 46, 630 R36,630 366%

Dec-09 R15 when spend R50 Current 14,495 10% 28% 3% 89% 92% 90% R 264,672 R 263,202 17 906%

Dec-09 R10 when spend R50 Current 9,116 4% 13% 2% 87% 90% 89% R 83,010 R 82,085 8 879%

Dec-09 R15 when spend R50 New 37,500 1% 2% 3% 0% 0% 0% R0 -R 3,803 -100%

Dec-09 R10 when spend R50 New 37,500 0.2% 1% 2% 0% 0% 0% R0 - R 3,803 -100%

Dec-09 Overall 98,611 2% 6% 3% 76% 81% 80

% R347,682 R 337,682 3377%


Campaign Comparison


Resp. Rate

Control Resp. Rate

% Shoppers inc

% Units Inc

% Sales Inc

Inc Sales Profit ROI

July-09 R15 when spend R50 Current 14,434 5% 20% 3% 87% 91% 89% R 154,463

R 153,014

10558%

July-09 R10 when spend R50 Current 10,160 3% 16% 2% 87% 91% 91% R 106,165

R 105,145

10307%

July-09 R15 when spend R50 New 37,500 0.4% 2% 1% 43% 37% 35% R 13,824 R 10,059

267%

July-09 R10 when spend R50 New 37,500 0.2% 1% 1% 39% 39% 29% R 8,613 R 4,847 129%

July-09 Overall 99,594 1% 6% 6% 77% 82% R 283,065 R 273,065 2731%

Jan-09 R15 when spend R70 Current 16,270 4.06% 18.02% 0.90% 95.01% 96.57% R186,425 R184,798 11 356%

Jan-09 R10 when spend R70 Current 8,711 0.61% 10.07% 0.26% 97.47% 98.38% R58,619 R57,748 6 628%

Jan-09 R15 when spend R70 New 37,500 0.39% 2.01% 0.72% 64.05% 70.01% R25,691 R21,940 585%

Jan-09 R10 when spend R70 New 37,500 0.37% 1.01% 0.22% 78.04% 84.38% R16,388 R12,637 337%

Jan-09 Overall 99,981 1% 5% 0.55% 89.44% 92.67% R 287,123 R 277,123 2771%


1. Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands

2. Test higher offer levels for new shoppers 3. In-depth analysis of what a Weetol shopper

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

Recommendations

vhf: weetol targeted coupon dec cashback clubcard mailing post-campaign report january 2011

Documents

targeted shoppers

content copyright

alike shoppers

rateincremental shoppers

current shoppers reward

r10 off31

new customers

r10 off14