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

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contents
Contents
  • Introduction
  • Coupon Redemption & Response
  • Incremental Analysis
  • Immediate ROI
  • Conclusions & Recommendations
introduction
Introduction
  • 149,827ClubCard 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
      • 145,371New 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
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: 1.18% (above 1% is ‘good’ for Current, 0.5% ‘good’ for New)
  • Offer to current shoppers generated excellent redemptions rates: 6.13%

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: 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
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 substantially higher rate than the control resulting in a high % of incremental shoppers 81%

9

incremental units
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

10

incremental sales
Incremental Sales

How many more sales were achieved?

  • Total mailed sales of R365k achieved, with 77% 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 Excellent!: 459%

13

contents4
Contents
  • Introduction
  • Coupon Redemption & Response
  • Incremental Analysis
  • Immediate ROI
  • Conclusions & Recommendations
campaign summary
Campaign Summary
  • Overall campaign generated ideal response:
    • Redemption rate: 1.18% (1,766 shoppers)
    • Response rate: 2.16% (3,240shoppers)
  • 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
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 Centrum 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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