L oreal garnier targeted coupon august cashback clubcard mailing post campaign report november 2010
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L’Oreal: Garnier 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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L oreal garnier targeted coupon august cashback clubcard mailing post campaign report november 2010

L’Oreal: Garnier Targeted CouponAugust CashBack ClubCard MailingPost-Campaign ReportNovember 2010


Contents

Contents

  • Introduction

  • Coupon Redemption & Response

  • Incremental Analysis

  • Immediate ROI

  • Conclusions & Recommendations


Introduction

Introduction

  • 150 000ClubCard customers targeted utilising 5one’s targeting tool

  • Campaign period: 16 Aug 2010 – 18 Sep 2010

  • Only New shoppers targeted:

    • 150,000New Garnier Oil Control shoppers

  • Reward level constructed tested:

    • Get R10 off the NEW Garnier Oil Control Complete Vanishing cream or face wash

    • 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 good for new shoppers: 0.56% (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 good: 1.20%(above 2% is ‘good’ for Current shoppers, above 1% for New shoppers)

  • The coupon drove 1,794 new shoppers to 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 61% of shoppers being incremental

9


Incremental units

Incremental Units

How many more units were purchased?

  • Due to high response rates of shoppers, 67% of total units purchased were incremental

  • Mailed units higher than responders indicating 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 wasachieved, with 41% 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 poor: -77%

13


Contents4

Contents

  • Introduction

  • Coupon Redemption & Response

  • Incremental Analysis

  • Immediate ROI

  • Conclusions & Recommendations


Campaign summary

Campaign Summary

  • Overall campaign generated ideal response:

    • Redemption rate: 0.56% (844 shoppers)

    • Response rate: 1.20% (1,794shoppers)

  • Highly successful at driving incremental behaviour:

    • Shoppers: 1,090 (61%)

    • Units: 1,845 (67%)

    • Sales: R11,681 (41%)

  • Overall campaign generated excellent immediate ROI -77% 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 offer for new customers (less niched / fewer constraints)

  • In-depth analysis of what the Garnier 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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