centrum targeted coupon july cashback clubcard mailing post-campaign report
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Centrum Targeted Coupon July CashBack ClubCard Mailing Post-Campaign Report. Contents. Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations. Introduction. 149,827 ClubCard customers targeted utilising 5one’s targeting tool - PowerPoint PPT PresentationTRANSCRIPT
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Centrum 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
• 149,827 ClubCard customers targeted utilising 5one’s targeting tool
• Campaign period: 28 June 2010 – 30 July 2010
• Both Current and New shoppers targeted:
• 4,456 Current shoppers
• 145,371 New shoppers
• Reward level constructed tested:
• Get R20 off the purchase of any Centrum Base or Select 60’s pack
• Get R15 off the purchase of any Centrum Base or Select 60’s pack
• Control group of look alike customers measured 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
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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 good: 1.18% (above 1% is ‘good’ for Current, 0.5% ‘good’ for New)
• Offer to current shoppers generated excellent redemptions rates: 6.13%
Coupon MailedRedeeme
dRed. Rate
New R15 145,371 1,493 1.03%
Current R20 4,456 273 6.13%
TOTAL 149,827 1,766 1.18%
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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: 2.16% (above 2% is ‘good’ for Current, above 1% for New)
• Response rate amongst Current shoppers is excellent: 10%
• New offer driving 2,784 new shoppers to the brand
Coupon MailedRedeeme
dRed. Rate
Responded
Resp. Rate
New R15 145371 1,493 1.03% 2,784 1.92%
Current R20 4456 273 6.13% 456 10.23%
TOTAL 149,827 1,766 1.18% 3,240 2.16%
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction
• Coupon Redemption & Response
• Incremental Analysis
• Immediate ROI
• Conclusions & Recommendations
8
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Incremental Shoppers
CouponMailed Resp. Rate
Responded
Control Resp. Rate
Incremental
Shoppers
% Incremental
New R15 1.92% 2784 0.3% 2,385 86%
Current R20 10.23% 456 4.5% 255 56%
TOTAL 2.16% 3,240 0.4% 2,640 81%
• Overall the mailed group shopped at a substantially higher rate than the control resulting in a high % of incremental shoppers 81%
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?
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Incremental Units
How many more units were purchased?
• Due to high response rates of the mailed shoppers vs. the control group, 86% of total units purchased were incremental
CouponTotal Mailed
UnitsIncremental
Units%
Incremental
New R15 3,730 3,323 89%
Current R20 644 426 66%
TOTAL 4,374 3,750 86%
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 1111
Incremental Sales
How many more sales were achieved?
• Total mailed sales of R365k achieved, with 77% sales being incremental
CouponTotal Mailed
SalesIncremental
Sales%
IncrementalIncremental / Responder
New R15 R 316,707 R 259,132 82% R 93.1
Current R20 R 48,335 R 20,197 42% R 44.3
TOTAL R 365,042 R 279,329 77% R 86.2
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction
• Coupon Redemption & Response
• Incremental Analysis
• Immediate ROI
• Conclusions & Recommendations
12
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Immediate Return On Investment
• Overall ROI is Excellent!: 459%
What was the immediate ROI of the targeted coupon based on Incremental sales?
CouponTotal
Mailed Sales
Incremental
Sales
Production Costs
Gross Profit
ROI
New R15 R 316,707 R 259,132 R 48,513 R 210,619 434%
Current R20 R 48,335 R 20,197 R 1,487 R 18,710 1258%
TOTAL R 365,042 R 279,329 R 50,000 R 229,329 459%
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: 1.18% (1,766 shoppers)
• Response rate: 2.16% (3,240 shoppers)
• Highly successful at driving incremental behaviour:
• Shoppers: 2,640 (81%)
• Units: 3,750 (86%)
• Sales: R279,329 (77%)
• Overall campaign generated an excellent immediate ROI 459% at a promoted product level
Campaign Summary
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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 Centrum 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]