1 / 15

Clicks Eetless Targeted Voucher January Cashback ClubCard Mailing Post-Campaign Report

Clicks Eetless Targeted Voucher January Cashback ClubCard Mailing Post-Campaign Report. April 2010. Contents. Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations. Introduction.

cleta
Download Presentation

Clicks Eetless Targeted Voucher January Cashback ClubCard Mailing Post-Campaign Report

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. Clicks Eetless Targeted VoucherJanuary Cashback ClubCard MailingPost-Campaign Report April 2010

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

  3. Introduction • 99,981ClubCard customers targeted utilising 5one’s targeting tool • Campaign period: 22 Jan – 26 Feb • Both Current and New shoppers targeted: • 12,066Current • 87,915 New • Offer: • Save R5 when you buy either EetlessHoodia or Heatboost pills • Control group of look alike customers measured over exact same 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: 0.24% (typically around 0.5% - 1% is deemed as good) • Of the 239 redeemers, 30 were new shoppers 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: 0.7% (typically 1% - 2% is deemed as ‘good’) • However excellent response rates generated amongst Current shoppers: 5.1% • Of the 697 responders, 84 newshoppers were gained

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

  9. Incremental Shoppers, Sales & Units Incremental analysis shows how total mailed responders would have shopped had they not received the mailing – essential in understanding actual effect of the campaign. • Overall, high uplift achieved across all metrics: • Number of shoppers increases from 239 to 697, with 52% being incremental • Sales increases from R33k to R75k, with 56% being incremental • Total Units increases from 369 to 807, with 54% being incremental 9

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

  11. Immediate Return On Investment What was the immediate ROI of the targeted coupon? • Overall ROI is negative: -16% 11

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

  13. Campaign Summary • Overall campaign generated slightly below average response: • Redemption rate: 0.24% (239 shoppers) • Response rate: 0.7% (697 shoppers) • However, compared to control group behaviour highly successful at driving incremental behaviour: • Shoppers: 364 (52%) • Units:438 (54%) • Sales: R 41,983 (56%) • Overall campaign generated a below average immediate ROI: • Profit: -R 8,017 • ROI: -16% • Campaign results indicative of niche/low awareness product range given the low numbers of current customers available

  14. Recommendations • Raise awareness of the product range amongst Clicks shoppers • Continue to use targeted coupons to gain more profitable customer behaviour • Test higher offer levels

  15. Thank-you Robert Grace – 5one Senior Consultant robert.grace@newclicks.com Nikki Emerton – 5one Account Manager Nikki.emerton@5one.co.za Zakariya Patel – 5one Junior Analyst Zakariya.patel@5one.co.za

More Related