l content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Clicks Acdoco Targeted Voucher January Cashback ClubCard Mailing Post-Campaign Report March 2010
Jan 18, 2018
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Clicks Acdoco Targeted VoucherJanuary Cashback ClubCard MailingPost-Campaign Report
March 2010
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
• 99,960 ClubCard customers targeted utilising 5one’s targeting tool
• Campaign period: 22 Jan – 26 Feb• Both Current and New shoppers
targeted:• 8,349 Current• 91,611 New
• Offer:• Save R3.50 when you buy any
Lifestyle Condoms• Control group of look alike
customers measured over exact same campaign period
3
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The Mailing
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Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
5
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Targeted Coupon: Redemption
Redemption: customers who bought featured product at the same time as handing in the coupon.
• Overall redemption rate is below average considering the high number of new shoppers targeted: 0.39% (above 1% is ‘good’ for Current, 0.5% ‘good’ for New)
• Of the 385 redeemers, 301 were current shoppers
How many mailants shopped the promoted products?
Coupon Mailed Redeemed Red. Rate
Current 8,349 301 3.60%
New 91,611 84 0.09%
TOTAL 99,960 385 0.39%
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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 below average: 1.3% (above 2% is ‘good’ for Current, above 1% for New)
• Response rates generated by Current shoppers: 12%• Of the 1,258 responders, 1,044 were new; meaning 214 new shoppers were
gained
Coupon Mailed Redeemed Red. Rate Respond
ed Resp. Rate
Current 8,349 301 3.60% 1044.1 12.5%
New 91,611 84 0.09% 213.9 0.2%
TOTAL 99,960 385 0.39% 1,258 1.3%
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Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
8
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Incremental Shoppers
• Control response rates, however still significantly lower compared to mailed response rates
• Overall 34% of shoppers were incremental• % incremental shoppers for Current: 84%• % incremental shoppers for New: -207%
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?
CouponMailed Resp. Rate
Responded
Control Resp. Rate
Incremental
Shoppers%
Incremental
Current 12.5% 1044.1 0.8% 535 84%
New 0.2% 213.9 0.7% 171 -207%
TOTAL 1.3% 1,258 0.7% 537 34%
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Incremental Units
How many more units were purchased?
• Total number of units purchased 727, of which 34% was incremental:• Current shopper: 42% incremental units• New shopper: -6% incremental units
Coupon Total Mailed Units
Incremental Units
% Incremental
Current 1,777 750 42%
New 369 -23 -6%
TOTAL 2,146 727 34%
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Incremental Sales
Coupon Total Mailed Sales Incremental % Incremental
Current R 21,335 R 9,569 45%
New R 4,072 -R 954 -23%
TOTAL R 25,407 R 8,615 34%
How many more sales were achieved?
Total mailed sales of R25,507 achieved:• Current shopper generating high 45% of incremental sales• New shopper generating lower -23% incremental sales
*sales through the till ex VAT
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Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
12
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Immediate Return On Investment
• Overall ROI is negative: -14%• However, exceptionally high ROI amongst Current shoppers: 1046%• Low ROI generate amongst New shoppers: -110%
What was the immediate ROI of the targeted coupon?
CouponTotal
Mailed Sales
Incremental
SalesProduction
CostsGross Profit ROI
Current R 21,335 R 9,569 R 835 R 8,733 1046%
New R 4,072 -R 954 R 9,165 -R 10,118 -110%
TOTAL R 25,407 R 8,615 R 10,000 -R 1,385 -14%
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
14
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Campaign Summary
• Overall campaign generated response:• Redemption rate: 0.39% (385 shoppers)• Response rate: 1.3% (1,258 shoppers)
• Successful at driving incremental behaviour:• Shoppers: 537 (43%)• Units: 727 (34%) • Sales: R 8,615 (34%)
• Overall campaign generated a below average immediate ROI:
• Profit: -R 1,385 • ROI: -14%
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1. Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands
2. Test both Current & New offers using high/low value split for reward levels
Recommendations
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Thank-youRobert Grace – 5one Senior [email protected]