1 / 18

Bio Oil Targeted Coupon December CashBack ClubCard Mailing Post-Campaign Report

Bio Oil Targeted Coupon December CashBack ClubCard Mailing Post-Campaign Report. Contents. Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations. Introduction. 150 000 ClubCard customers targeted utilising 5one’s targeting tool

chapa
Download Presentation

Bio Oil Targeted Coupon December CashBack ClubCard Mailing Post-Campaign Report

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Bio Oil Targeted CouponDecember CashBack ClubCard MailingPost-Campaign Report

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

  3. Introduction • 150 000ClubCard customers targeted utilising 5one’s targeting tool • Campaign period: 29 Oct 2010 – 26 Dec 2010 • Both Current and New customers targeted: • 75,000 Current shoppers 60ml • 75,000 New shoppers • Reward level constructed tested: • R8 off when you buy Bio Oil 125ml • R5 off when you buy Bio Oil 60ml • Control group of look alike shoppers measured over the campaign period

  4. The Mailing

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

  6. Targeted Coupon: Redemption Redemption: shoppers who bought featured product at the same time as handing in the coupon • Overall redemption rate is good: 2% (above 1% is ‘good’ for Current shoppers, 0.5% ‘good’ for New shoppers) How many mailants shopped the promoted products?

  7. 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 Excellent: 7.7%(above 2% is ‘good’ for Current shoppers, above 1% for New shoppers) • Offer to new shoppers driving an additional 1,319 new shoppers to the brand

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

  9. 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? • Overall the mailed group shopped at a higher rate than targeted shoppers resulting in 5% of shoppers being incremental 9

  10. Incremental Units How many more units were purchased? • Due to higher response rates of mailed shoppers, 5% of total units purchased were incremental 10

  11. Incremental Sales How many more sales were achieved? • Total mailed sales of R618k achieved, with 4% sales being incremental 11

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

  13. Immediate Return On Investment What was the immediate ROI of the targeted coupon based on Incremental sales? • Overall ROI is negative: -26% 13

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

  15. Campaign Summary • Overall campaign generated ideal response: • Redemption rate: 2% (2,961shoppers) • Response rate: 7.7% (11,525 shoppers) • Successful at driving incremental behaviour: • Shoppers: 540 (5%) • Units: 783 (5%) • Sales: R 25,918 (4%) • Overall campaign generated immediate ROI of -26% at a promoted product level

  16. Campaign Comparison

  17. Campaign Comparison

  18. Thank-you Nikki Emerton – 5one Account Manager Nikki.emerton@5one.co.za

More Related