clicks eetless targeted voucher january cashback clubcard mailing post-campaign report
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Clicks Eetless Targeted Voucher January Cashback ClubCard Mailing Post-Campaign Report. April 2010. Contents. Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations. Introduction. - PowerPoint PPT PresentationTRANSCRIPT
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Clicks Eetless Targeted VoucherJanuary Cashback ClubCard MailingPost-Campaign Report
April 2010
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
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All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Introduction
• 99,981 ClubCard customers targeted utilising 5one’s targeting tool
• Campaign period: 22 Jan – 26 Feb• Both Current and New shoppers targeted:
• 12,066 Current• 87,915 New
• Offer:• Save R5 when you buy either Eetless Hoodia
or Heatboost pills• Control group of look alike customers
measured over exact same campaign period
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The Mailing
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All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
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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 low: 0.24% (typically around 0.5% - 1% is deemed as good)
• Of the 239 redeemers, 30 were new shoppers
How many mailants shopped the promoted products?
Coupon Mailed Redeemed Red. Rate
Current 12,066 209 1.73%
New 87,915 30 0.03%
TOTAL 99,981 239 0.24%
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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 low: 0.7% (typically 1% - 2% is deemed as ‘good’)• However excellent response rates generated amongst Current shoppers:
5.1%• Of the 697 responders, 84 new shoppers were gained
Coupon Mailed Redeemed Red. Rate Responded Resp. Rate
Current 12,066 209 1.73% 613 5.1%
New 87,915 30 0.03% 84 0.1%
TOTAL 99,981 239 0.24% 697 0.7%
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, Sales & Units
Level Response Incremental % Incremental
Shoppers 697 458 52%
Sales R 75,117 R 41,983 56%
Units 807 438 54%
Overall, high uplift achieved across all metrics: • Number of shoppers increases from 239 to 697, with 52% being
incremental• Sales increases from R33k to R75k, with 56% being incremental• Total Units increases from 369 to 807, with 54% 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.
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
10
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Immediate Return On Investment
• Overall ROI is negative: -16%
What was the immediate ROI of the targeted coupon?
CouponTotal
Mailed Sales
Incremental
SalesProduction
CostsGross Profit ROI
R5 off R 75,117 R 41,983 R 50,000 -R 8,017 -16%
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. 13
Campaign Summary
• Overall campaign generated slightly below average response:• Redemption rate: 0.24% (239 shoppers)• Response rate: 0.7% (697 shoppers)
• However, compared to control group behaviour highly successful at driving incremental behaviour:• Shoppers: 364 (52%)• Units: 438 (54%) • Sales: R 41,983 (56%)
• Overall campaign generated a below average immediate ROI:• Profit: -R 8,017 • ROI: -16%
• Campaign results indicative of niche/low awareness product range given the low numbers of current customers available
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1. Raise awareness of the product range amongst Clicks shoppers
2. Continue to use targeted coupons to gain more profitable customer behaviour
3. Test higher offer levels
Recommendations
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Thank-youRobert Grace – 5one Senior [email protected]
Nikki Emerton – 5one Account Manager [email protected]
Zakariya Patel – 5one Junior Analyst [email protected]