reckitt benckiser veet essence targeted coupon dec cashback clubcard mailing post campaign report
Download
Skip this Video
Download Presentation
Contents

Loading in 2 Seconds...

play fullscreen
1 / 17

Contents - PowerPoint PPT Presentation


  • 126 Views
  • Uploaded on

Reckitt Benckiser: Veet Essence Targeted Coupon Dec CashBack ClubCard Mailing Post-Campaign Report. Contents. Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations. Introduction.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' Contents' - tilly


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.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
contents
Contents
  • Introduction
  • Coupon Redemption & Response
  • Incremental Analysis
  • Immediate ROI
  • Conclusions & Recommendations
introduction
Introduction
  • 298,691 ClubCard customers targeted utilising 5one’s targeting tool
  • Campaign period: 29 Oct 2010 – 26 Dec 2010
  • Both Current and New customers targeted:
      • 83,667 Current shoppers
      • 215,024 New shoppers
    • Reward level constructed tested:
      • Get R10 off on Veet Supreme Essence
    • Control group of look alike shoppers 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 average: 0.5% (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 1.2%(above 2% is ‘good’ for Current shoppers, above 1% for New shoppers)
  • Offer to new shoppers driving an additional 879 new shoppers to Veet Supreme Essence!
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 27% of shoppers being incremental

9

incremental units
Incremental Units

How many more units were purchased?

  • The mailed group shopped at a higher rate than the control group resulting in 38% of total units being incremental

10

incremental sales
Incremental Sales

How many more sales were achieved?

  • Total mailed sales of R134k achieved, with 11% 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: -70%; however, if these new shoppers going to purchase there should be a positive longer-term effect of new customers on ROI

13

contents4
Contents
  • Introduction
  • Coupon Redemption & Response
  • Incremental Analysis
  • Immediate ROI
  • Conclusions & Recommendations
campaign summary
Campaign Summary
  • Overall campaign generated ideal response:
    • Redemption rate: 0.5% (1,597 shoppers)
    • Response rate: 1.2% (3,492shoppers)
  • Successful at driving incremental behaviour:
    • Shoppers: 928 (27%)
    • Units: 1,775 (38%)
    • Sales: R 15,001 (11%)
  • Overall campaign generated immediate ROI of -70% at a promoted product level
recommendations
Recommendations
  • Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands
  • Test different offer levels for current and new shoppers
  • In-depth analysis of what a Veet 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]

ad