1 / 19

July 2011

New Clicks: Ethnic Haircare Targeted Coupon April CashBack ClubCard Mailing Post-Campaign Report. July 2011. Contents. Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations. Introduction.

nascha
Download Presentation

July 2011

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. New Clicks: Ethnic HaircareTargeted CouponApril CashBack ClubCard MailingPost-Campaign Report July 2011

  2. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

  3. Introduction • 100,000 ClubCard shoppers targeted utilising 5one’s targeting tool • Period: 11 April to 25 June 2011 • Both Current and New shoppers targeted: • 70,000 new shoppers to Inecto • 30,000 new shoppers to Inecto Plus and Cavil Colours • Reward level constructed tested: • R5 off INECTO 50ML’s • R10 off on INECTO PLUS & CAIVIL COLOURS

  4. The Mailing

  5. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

  6. Targeted Coupon: Redemption Redemption: shoppers who bought featured product at the same time as handing in the coupon • Overall redemption rate is good 0.5% (above 0.5% ‘good’ for New shoppers) How many mailants shopped the promoted products?

  7. 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%(above 1% for New shoppers) • This campaign resulted in an additional 1,110 new shoppers to the promoted product. Over time this should generate long term ROI for these brands.

  8. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

  9. 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 the control group resulting in 2,147 incremental shoppers 9

  10. Incremental Units How many more units were purchased? • Overall 58% of units were incremental 10

  11. Incremental Sales How many more sales were achieved? • Total mailed sales of R1.1 million achieved, with 60% sales being incremental 11

  12. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

  13. Immediate Return On Investment What was the immediate ROI of the targeted coupon based on Incremental sales? • Overall ROI is 6731% 13

  14. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

  15. Campaign Summary • Overall campaign generated the following response: • Redemption rate: 1.2% (615 shoppers) • Response rate: 4% (3,978 shoppers) • Successful at driving incremental behaviour: • Shoppers: 2,147 (54%) • Units: 3,285 (58%) • Sales: R 683,052 (60%) • Overall ROI is 6731%

  16. Campaign Comparison

  17. Campaign Comparison

  18. Recommendations • Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands • Test broader offer for new shoppers (less niched / fewer constraints) • In-depth analysis of what the Fine Fragrance shopper looks like, how they shop across the range and what competitor products they are purchasing into

  19. Thank-you Nikki Emerton Nikki.Emerton@5one.co.za 083 686 9076

More Related