weetol targeted coupon july cashback clubcard mailing post-campaign report
DESCRIPTION
Weetol Targeted Coupon July Cashback ClubCard Mailing Post-Campaign Report. Contents. Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations. Introduction. 75,824 ClubCard customers targeted utilising 5one’s targeting tool - PowerPoint PPT PresentationTRANSCRIPT
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Weetol Targeted CouponJuly Cashback ClubCard MailingPost-Campaign Report
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction
• Coupon Redemption & Response
• Incremental Analysis
• Immediate ROI
• Conclusions & Recommendations
2
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Introduction
• 75,824 ClubCard customers targeted utilising 5one’s targeting tool
• Campaign period: 28 June 2010 – 30 July 2010
• Both Current and New customers targeted:
• 23,942 Current
• 51,882 New
• Reward level constructed tested:
• Get R10 off when you purchase 2 or more Weetol products
• Get R10 off when you spend R50 or more on any Weetol products
• Get R10 off on any Weetol products over the campaign period
3
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
The Mailing
4
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction
• Coupon Redemption & Response
• Incremental Analysis
• Immediate ROI
• Conclusions & Recommendations
5
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 6
Targeted Coupon: Redemption
Redemption: customers who bought featured product at the same time as handing in the coupon
How many mailants shopped the promoted products?
• Overall redemption rate is 0.8% (above 1% is ‘good’ for Current, 0.5% ‘good’ for New)
• Current offers generated excellent redemption rates, the spend R50 or more offer has a much higher redemption rate than the buy 2 or more offer
Coupon Mailed Redeemed Red. Rate
Current spend R50 get R10 11,915 342 2.87%
Current buy 2 or more R10 off 12,027 204 1.70%
New R10 51,882 55 0.11%
TOTAL 75,824 601 0.79%
All content copyright © 5one 2001 - 2010. 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 good: 3.80% (above 2% is ‘good’ for Current, above 1% for New)
• New offer driving 202 new shoppers to the brand
Coupon Mailed Redeemed Red. Rate Responded Resp. Rate
Current spend R50 get R10 11,915 342 2.87% 1,336 11.21%
Current buy 2 or more R10 off
12,027 204 1.70% 1,345 11.18%
New R10 51,882 55 0.11% 202 0.39%
TOTAL 75,824 601 0.79% 2,883 3.80%
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction
• Coupon Redemption & Response
• Incremental Analysis
• Immediate ROI
• Conclusions & Recommendations
8
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 99
Incremental Shoppers
CouponMailed Resp. Rate
Responded
Control Resp. Rate
Incremental
Shoppers
% Incremental
Current spend R50 get R10 11.21% 1,336 9.1% 246 18%
Current buy 2 or more R10 off
11.18% 1,345 9.0% 260 19%
New R10 0.39% 202 0.3% 70 35%
TOTAL 3.80% 2,883 4.6% 576 20%
• Overall the mailed group shopped at a higher rate than the control group resulting in 20% 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?
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 1010
Incremental Units
How many more units were purchased?
• 38% of total units purchased were incremental
Coupon Total Mailed UnitsIncremental
Units% Incremental
Current spend R50 get R10 2,060 771 37%
Current buy 2 or more R10 off 2,032 751 37%
New R10 259 127 49%
TOTAL 4,351 1,649 38%
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 1111
Incremental Sales
How many more sales were achieved?
• Total mailed sales of R206k achieved, with 28% sales being incremental
CouponTotal Mailed
SalesIncremental
Sales%
IncrementalIncremental / Responder
Current spend R50 get R10 R 94,154 R 22,755 24% R 17.0
Current buy 2 or more R10 off R 102,121 R 31,203 31% R 23.2
New R10 R10,193 R 3,704 36% R 18.3
TOTAL R 206,469 R 57,662 28% R 20.0
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction
• Coupon Redemption & Response
• Incremental Analysis
• Immediate ROI
• Conclusions & Recommendations
12
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 1313
Immediate Return On Investment
• Overall ROI is Excellent!: 477%
What was the immediate ROI of the targeted coupon based on Incremental sales?
CouponTotal
Mailed Sales
Incremental
Sales
Production Costs
Gross Profit
ROI
Current spend R50 get R10 R 94,154 R 22,755 R 1,571 R 21,184 1348%
Current buy 2 or more products R10
R 102,121 R 31,203 R 1,586 R 29,616 1867%
New R10 R 10,193 R 3,704 R 6,842 -R 3,138 -46%
TOTAL R 206,469 R 57,662 R10,000 R 46,662 477%
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction
• Coupon Redemption & Response
• Incremental Analysis
• Immediate ROI
• Conclusions & Recommendations
14
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 15
• Overall campaign generated ideal response:
• Redemption rate: 0.79% (601 shoppers)
• Response rate: 3.80% (2,883 shoppers)
• Highly successful at driving incremental behaviour:
• Shoppers: 576 (20%)
• Units: 1,649 (38%)
• Sales: R57,662 (28%)
• Overall campaign generated excellent immediate ROI 477% at a promoted product level
Campaign Summary
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 16
Campaign Comparison
Mailing
Mailed
Shopped
Inc Shopp
ersUnits
Inc Unit
sSales
Inc Sales
Channel Cost
ROI
Jan-09 99,981 4,938 4,416 7,996 7,410 R313,398 R287,123 R10k 2771%
May-09 98,861 5,140 4,025 8,203 6,758 R322,353 R261,297 R10k 1329%
Aug-09 99,594 5,803 4,443 9,291 7,580 R359,671 R283,065 R10k 2731%
Dec-09 98,611 6,255 4,740 10,863 8,771 R435,633 R347,682 R10k 3377%
May-10 85,686 2,622 335 4,129 1,614 R186,681 R46,630 R10k 366%
July-10 75,824 2,883 576 4,351 1,649 R206,469 R57,662 R10k 477%
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 17
1. Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands
2. Test broader offer for new customers (less niched / fewer constraints)
3. In-depth analysis of what the Vital shopper looks like, how they shop across the range and what competitor products they are purchasing into
Recommendations
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Thank-you
Nikki Emerton – 5one Account Manager [email protected]
Zakariya Patel – 5one [email protected]