Dove Direct Mail Campaign Post-Campaign Report November 2011

Dove Direct Mail Campaign Post-Campaign ReportNovember 2011

Contents• Introduction

• Redemption

• Response

• ROI

• Campaign summary & Recommendations

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Introduction

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• CAMPAIGN OBJECTIVES:

Primarily to launch and drive trial of the new Dove Shampoo range. Also to drive purchase of wider Dove product range i.e. shower gel, body wash (both new) & deodorant.

• 100,000 ClubCard customers targeted using 5one’s targeting tool

• CAMPAIGN PERIOD : 16 September 2011 – 13 October 2011

• Both current Dove shoppers and premium hair care shoppers targeted, i.e.

•Dove Current shoppers (Dove Bars, Dove Body Lotion, Dove Body Wash, Dove Female Deo’s) Qty 50 000

•Premium hair care shoppers (competitor products) Qty 50 000

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•All shoppers received 6 offers• Free Dove Mini Shampoo (value R6.99)

• R10 Off Dove 400ml shampoo or 400ml conditioner or treatment

• R5 off Men's 250ml Shower Gel

• R5 off Women’s 250ml Body Wash

• R5 off Women’s Deodorant

• R5 off Men’s Deodorant

Introduction continued.

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Creative

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Contents

6

• Introduction

• Redemption

• Response

• ROI

• Campaign summary & Recommendations

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Targeted coupon: RedemptionRedemption: Shoppers who bought featured products at the same time as handing in the coupon

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Offer

Current Dove

Shoppers (Red. Rate)

Premium Haircare

Shoppers (Red. Rate)

Overall

Redeemers (Red. Rate)

Free shampoo 1936 (4%) 1047 (2%) 2,983 (3%)

Conditioner/Shampoo/Treatment: R10 off 909 (2%) 773 (2%) 1,682 (2%)

Shower Gel: R5 off 383 (1%) 363 (1%) 746 (1%)

Body Wash: R5 off 800 (2%) 1073 (2%) 1,873 (2%)

Deodorant: R5 off 1453 (3%) 2025 (4%) 3,478 (3%)

Total # of redemptions 5481 5281 10 762

Total # shoppers redeeming 2977 (6%) 2869 (6%) 5,846 (6%)

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Redemption continued.

Summary

•Total of 10 762 redemptions made by 5846 customers

• 2977 Dove shoppers made 5481 redemptions

• 2869 Premium Hair care shoppers made 5281 redemptions

•On average 2 coupons were redeemed per person

•Redemption rate is excellent: 6% (above 1% is ‘good’ for Current shoppers,

0.5% ‘good’ for New shoppers)

Contents • Introduction

• Redemption

• Response

• ROI

• Campaign summary & Recommendations

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Targeted Coupon: Response

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Response: customers who received the mailing and bought Dove products (includes purchases with and without voucher redemption). A more accurate metric for campaign success as the mailing acts as a call to action and a marketing message.

Offer Current Dove

Shoppers (Resp. Rate)

Premium Hair care

Shoppers (Resp. Rate)

Overall

Responders (Resp. Rate)

*Shampoo 2,604 (5%) 2,994 (6%) 5,598 (6%)

*Conditioner and Treatment 455 (1%) 624 (1%) 1,079 (1%)

Shower Gel: R5 off 477 (1%) 484 (1%) 961 (1%)

Body Wash: R5 off 1,107 (2%) 1,033 (2%) 2,140 (2%)

Deodorant: R5 off 2,872 (6%) 1,936 (4%) 4,808 (5%)

Total # of sales/responses 7515 7071 14 586

Total # of shoppers 5,248 (10%) 4,813 (10%) 10,061 (10%)

*We have looked at response metrics for shampoo overall as we cant determine whether the free shampoo or R10 off shampoo offer resulted in shoppers purchasing Dove in Clicks.

Targeted Coupon: Response continued.

• Total of 14 586 responses made by 10 061 shoppers

• 5248 Dove shoppers mailed made 7515 purchases

• 4813 premium hair care shoppers mailed made 7071 purchases

• Overall response rate is very good: 10% (above 2% is good for current shoppers,

above 1% for new shoppers)

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Contents

12

• Introduction

• Redemption

• Response

• ROI

• Campaign summary & Recommendations

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Return on Investment

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• R 44 350 additional revenue to be generated by repeat purchases to reach breakeven

Target Total Mailed Sales Production Costs

Existing Dove shoppers R 188,816 R 210,828

Premium Hair care R 188,490 R 210,828

Overall R 377,306 R 421,656

Average spend R37.50 each from 10 061 responders

Return on Investment It is important to keep in mind that most of the products were new so shoppers will drive ROI as they re-purchase.

If, for example, a conservative 50% of the 10 061 shoppers buy from this range of new products again at an average spend of R37.50 each, the following revenue scenarios are possible:

# Dove shoppers # of repeat purchases Additional revenue

5 030

1 R 188 625

2 R 377 250

3 R565 875

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Contents

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• Introduction

• Redemption

• Response

• ROI

• Campaign summary & Recommendations

Campaign summary • Overall campaign was very successful and generated the following response:

• Redemption: 6% (5,846 shoppers)

• Response rate: 10% (10,061 shoppers)

• 6 677 (5598 & 1079) customers bought new Dove Shampoo range

• 4 813 customers bought Dove for the first time

• Responders redeemed, on average, 2 coupons each

• Existing Dove buyers & premium hair care buyers responded in a similar fashion to one another

• These shoppers will generate positive ROI as they repurchase

• Not only is this a call to action, but also a brand awareness exercise so customers may shop at a later stage outside of the analysis period.

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Recommendations

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1. Continue to use targeted mailings to launch new products and gain new shoppers to the brands.

2. Test inclusion of sms reminder 1 week after mailing to further drive response.

3. Next mailing to be more focussed and reduce # of products marketed – existing mailing was very busy.

4. To stretch spend potentially target shoppers who have responded to this campaign with threshold offers, e.g. Purchase 2 or more products and receive the discount.

5. Consider extending the offer redemption period. The offer period for this mailing was only 28 days due to other (in-store) offers running before and after. Consumers may need more time to redeem multiple offers.

Thank You

Belinda Walsh K&B Direct 021 797 1628Belinda@kbdirect.co.za