Vitabiotics wellkid targeted coupon results may cashback clubcard mailing post campaign report
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Vitabiotics : Wellkid Targeted Coupon Results May CashBack ClubCard Mailing Post-Campaign Report. Contents. Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations. Introduction.

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Vitabiotics wellkid targeted coupon results may cashback clubcard mailing post campaign report

Vitabiotics: WellkidTargeted Coupon Results May CashBack ClubCard MailingPost-Campaign Report


Contents

Contents

  • Introduction

  • Coupon Redemption & Response

  • Incremental Analysis

  • Immediate ROI

  • Conclusions & Recommendations


Introduction

Introduction

  • 100 000 ClubCard customers targeted utilising 5one’s targeting tool

  • Campaign period: 3 May – 4 June 2010

  • Both Current and New customers targeted:

    • 392 Current shoppers

    • 99,446 New shoppers

  • Reward level constructed tested:

    • Get R15 off any Vitabiotics Wellkid product purchased

  • Control group of look alike customers 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: customers who bought featured product at the same time as handing in the coupon

  • Overall redemption rate is low: 0.03%(above 1% is ‘good’ for Current, 0.5% ‘good’ for New)

How many mailants shopped the promoted products?


Targeted coupon response

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: 0.11%(above 2% is ‘good’ for Current, above 1% for New)

  • New offer driving 107 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?

  • Control group for current shoppers is too small to be able to report on incremental behaviour

  • Offer to new shoppers resulted in 107 new shoppers of which 99% incremental

9


Incremental units

Incremental Units

How many more units were purchased?

  • 100% of all the new mailed units incremental

10


Incremental sales

Incremental Sales

How many more sales were achieved?

  • Total mailed sales of R11k achieved, with 98% 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 positive: 9%

13


Contents4

Contents

  • Introduction

  • Coupon Redemption & Response

  • Incremental Analysis

  • Immediate ROI

  • Conclusions & Recommendations


Campaign summary

Campaign Summary

  • Overall campaign generated ideal response:

    • Redemption rate: 0.03% (32 shoppers)

    • Response rate: 0.11% (108 shoppers)

  • Overall incremental behaviour:

    • Shoppers: 107 (99%)

    • Units: 142 (99%)

    • Sales: R10,858 (98%)


Recommendations

Recommendations

  • Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands

  • Build base of customers through brand building activity

  • In-depth analysis of what the Wellkid 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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