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Wellman Targeted Coupon July CashBack ClubCard Mailing Post-Campaign Report

Wellman Targeted Coupon July CashBack ClubCard Mailing Post-Campaign Report. Contents. Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations. Introduction. 149,989 ClubCard customers targeted utilising 5one’s targeting tool

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Wellman Targeted Coupon July CashBack ClubCard Mailing Post-Campaign Report

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  1. Wellman Targeted CouponJuly CashBack ClubCard MailingPost-Campaign Report

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

  3. Introduction • 149,989ClubCard customers targeted utilising 5one’s targeting tool • Campaign period: 28 June 2010 – 30 July 2010 • Both Current and New customers targeted: • 81Current shoppers • 149,908New shoppers • Reward level constructed tested: • Get R15 off any Vitabiotics Wellman product purchased • Control group of look alike customers measured over the campaign period

  4. The Mailing

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

  6. Targeted Coupon: Redemption Redemption: customers who bought featured product at the same time as handing in the coupon • Overall redemption rate is low: 0.04%(above 1% is ‘good’ for Current, 0.5% ‘good’ for New) How many mailants shopped the promoted products?

  7. 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: 0.09%(above 2% is ‘good’ for Current, above 1% for New) • Response rate amongst Current shoppers is very high • New offer driving 131new shoppers to the brand

  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? • Control group for current shoppers too small for incremental analysis to be accurate • Overall the control group shopped at a substantially lower rate than targeted shoppers resulting in 85% of shoppers being incremental 9

  10. Incremental Units How many more units were purchased? • Due to average response rates of customers more than 85% of total units purchased were incremental 10

  11. Incremental Sales How many more sales were achieved? • Total mailed sales of R11k achieved, with 73% 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 negative: -19% 13

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

  15. Campaign Summary • Overall campaign generated ideal response: • Redemption rate: 0.04% (63 shoppers) • Response rate: 0.09% (193shoppers) • Incremental behaviour: • Shoppers: 118 (85%) • Units: 146 (85%) • Sales: R8,051 (73%) • Overall campaign generated a negative immediate ROI -19% at a promoted product level

  16. Recommendations • Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands • In-depth analysis of what the Wellman shopper looks like, how they shop across the range and what competitor products they are purchasing into

  17. Thank-you Nikki Emerton – 5one Account Manager Nikki.emerton@5one.co.za Zakariya Patel – 5one Analyst Zakariya.Patel@5one.co.za

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