January 2012 cash back mailing head shoulders supplier offer post campaign report feb 2012
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January 2012 Cash-back mailing Head & Shoulders supplier offer Post-campaign Report Feb 2012. Contents. Introduction Redemption Response Immediate ROI Demographics Summary, Conclusions & Recommendations. Introduction .

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January 2012 cash back mailing head shoulders supplier offer post campaign report feb 2012

January 2012 Cash-back mailing Head & Shoulders supplier offerPost-campaign Report Feb 2012


Contents
Contents

  • Introduction

  • Redemption

  • Response

  • Immediate ROI

  • Demographics

  • Summary, Conclusions & Recommendations


Introduction
Introduction

  • 100,000 ClubCard customers targeted to random sample of all female members (White, Indian and Coloured) LSM 7-10 who are non-Head & Shoulders buyers and have purchased Gill/Clear/Sunsilk anti-dandruff in past 6-months.

  • R10 OFF any Head & Shoulders 400ml Shampoo or 360ml Conditioner

  • Campaign period 20 January 2012 to 22 February 2012


Targeted coupon redemption
Targeted Coupon: Redemption

Redemption: mailed shoppers who bought featured product at the same time as handing in the coupon


Targeted coupon total response
Targeted Coupon: Total Response

Response:mailed customers who received the offer and bought Head & Shoulders with or without redeeming the coupon. A more accurate metric for campaign success as the coupon acts as a call to action and a marketing message. (Buying without redeeming is the ideal as the supplier does not carry the cost)

  • * Response per product:

    • Shampoo – 676 ( 87.5% of respondents )

    • Conditioner – 93 ( 9.26% of respondents )

    • Shampoo + Conditioner – 24 ( 3.2% of respondents )


Immediate return on investment
Immediate Return on Investment

What was the immediate ROI of the coupon within offer period?

  • * Mailed sales:

    • Shampoo – R40,695.32

    • Conditioner – R4,516.73

  • ** Package deal proportionate allocation of R99 000.


Demographics
Demographics

What were the LSM and age demographics of all Registered Active Mailable ClubCard members, including target, who bought Head & Shoulders shampoo or conditioner during the promotional period?

  • LSM 1-5 contributes 24% to overall sales

  • Males contribute 12% to overall sales


Summary
Summary

  • Overall campaign generated the following response:

    • Redemption rate: 0.304% (304 shoppers)

    • Overall response rate within offer period: 0.745% ( 745 shoppers )

    • Shampoo sales far higher than conditioner: 87.5% ( 676 vs 93 shoppers )

    • Mailed Sales within offer period: R 45,212.05

    • ROI: 96.23%


Conclusions and recommendation
Conclusions and Recommendation

  • Although redemption was low the voucher served as awareness and stimulated sales with and without redemption.

  • Because of the decision to use the package deal the ROI is very good.

  • For future mailings the selection criteria should not be limited to LSM 7-10 - the lower LSMs are buying H&S (refer slide 7). LSM data is also not 100% accurate and transactional selections are stronger than demographic.

  • Consider testing a voucher to existing H&S shampoo buyers with a conditioner offer to drive cross selling.


Thank YouClicks Data Analyst:Jaco Van StadenEnquiries:Belinda Walsh K&B Direct 021 [email protected]


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