Novartis: Excedrin Targeted Coupon
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Novartis: Excedrin Targeted Coupon August CashBack ClubCard Mailing Post-Campaign Report November 2010. Contents. Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations. Introduction.

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Contents 2696456

Novartis: Excedrin Targeted CouponAugust CashBack ClubCard MailingPost-Campaign ReportNovember 2010


Contents

Contents

  • Introduction

  • Coupon Redemption & Response

  • Incremental Analysis

  • Immediate ROI

  • Conclusions & Recommendations


Introduction

Introduction

  • 149,998ClubCard customers targeted utilising 5one’s targeting tool

  • Campaign period: 16 Aug 2010 – 18 Sep 2010

  • Both Current and New customers targeted:

    • 140,356New shoppers

    • 9,642Current shoppers

  • Reward level constructed tested:

    • Get 20 points when you purchase Excedrin tablets & Excedrin powders

  • Control group of look alike shoppers measured over the campaign period


The mailing

The Mailing


Contents1

Contents

  • Introduction

  • Coupon Redemption & Response

  • Incremental Analysis

  • Immediate ROI

  • Conclusions & Recommendations


Targeted coupon redemption

Targeted Coupon: Redemption

Redemption: shoppers who bought featured product at the same time as handing in the coupon

  • Overall redemption rate is low due to high proportion of new shoppers: 0.29% (above 1% is ‘good’ for Current shoppers, 0.5% ‘good’ for New shoppers)

How many mailants shopped the promoted products?


Targeted coupon response

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 1.07%(above 2% is ‘good’ for Current shoppers, above 1% for New shoppers)

  • The new offer drove an additional 588 new shoppers to the brand!

  • Excellent response rates for current shoppers with 10.5% shopping the brand


Contents2

Contents

  • Introduction

  • Coupon Redemption & Response

  • Incremental Analysis

  • Immediate ROI

  • Conclusions & Recommendations


Incremental shoppers

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 42% of shoppers being incremental

9


Incremental units

Incremental Units

How many more units were purchased?

  • Due to high response rates of shoppers 53% of total units purchased were incremental

  • Mailed units are higher than responders indicating some shoppers picking up more than one product during the promotional period

10


Incremental sales

Incremental Sales

How many more sales were achieved?

  • Total mailed sales of R28k achieved, with 37% sales being incremental

11


Contents3

Contents

  • Introduction

  • Coupon Redemption & Response

  • Incremental Analysis

  • Immediate ROI

  • Conclusions & Recommendations


Immediate return on investment

Immediate Return On Investment

What was the immediate ROI of the targeted coupon based on Incremental sales?

  • Overall ROI is negative: -79%

13


Contents4

Contents

  • Introduction

  • Coupon Redemption & Response

  • Incremental Analysis

  • Immediate ROI

  • Conclusions & Recommendations


Campaign summary

Campaign Summary

  • Overall campaign generated ideal response:

    • Redemption rate: 0.29% (433 shoppers)

    • Response rate: 1,07% (1,600shoppers)

  • Successful at driving incremental behaviour:

    • Shoppers: 675 (42%)

    • Units: 1,284 (53%)

    • Sales: R10,707 (37%)

  • Overall campaign generated negative immediate ROI -79% at a promoted product level


Recommendations

Recommendations

  • Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands

  • Test broader higher offer levels for new customers

  • In-depth analysis of what the Excedrin shopper looks like, how they shop across the range and what competitor products they are purchasing into


Thank you

Thank-you

Nikki Emerton – 5one Account Manager

[email protected]

Zakariya Patel – 5one Analyst

[email protected]


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