centrum targeted coupon july cashback clubcard mailing post campaign report n.
Download
Skip this Video
Download Presentation
Centrum Targeted Coupon July CashBack ClubCard Mailing Post-Campaign Report

Loading in 2 Seconds...

play fullscreen
1 / 17

Centrum Targeted Coupon July CashBack ClubCard Mailing Post-Campaign Report - PowerPoint PPT Presentation


  • 128 Views
  • Uploaded on

Centrum Targeted Coupon July CashBack ClubCard Mailing Post-Campaign Report. Contents. Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations. Introduction. 149,827 ClubCard customers targeted utilising 5one’s targeting tool

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 'Centrum Targeted Coupon July CashBack ClubCard Mailing Post-Campaign Report' - mariah


Download Now 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
  • 149,827ClubCard customers targeted utilising 5one’s targeting tool
  • Campaign period: 28 June 2010 – 30 July 2010
  • Both Current and New shoppers targeted:
      • 4,456 Current shoppers
      • 145,371New shoppers
    • Reward level constructed tested:
      • Get R20 off the purchase of any Centrum Base or Select 60’s pack
      • Get R15 off the purchase of any Centrum Base or Select 60’s pack
    • Control group of look alike customers 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 good: 1.18% (above 1% is ‘good’ for Current, 0.5% ‘good’ for New)
  • Offer to current shoppers generated excellent redemptions rates: 6.13%

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 good: 2.16%(above 2% is ‘good’ for Current, above 1% for New)
  • Response rate amongst Current shoppers is excellent: 10%
  • New offer driving 2,784 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?

  • Overall the mailed group shopped at a substantially higher rate than the control resulting in a high % of incremental shoppers 81%

9

incremental units
Incremental Units

How many more units were purchased?

  • Due to high response rates of the mailed shoppers vs. the control group, 86% of total units purchased were incremental

10

incremental sales
Incremental Sales

How many more sales were achieved?

  • Total mailed sales of R365k achieved, with 77% 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 Excellent!: 459%

13

contents4
Contents
  • Introduction
  • Coupon Redemption & Response
  • Incremental Analysis
  • Immediate ROI
  • Conclusions & Recommendations
campaign summary
Campaign Summary
  • Overall campaign generated ideal response:
    • Redemption rate: 1.18% (1,766 shoppers)
    • Response rate: 2.16% (3,240shoppers)
  • Highly successful at driving incremental behaviour:
    • Shoppers: 2,640 (81%)
    • Units: 3,750 (86%)
    • Sales: R279,329 (77%)
  • Overall campaign generated an excellent immediate ROI 459% at a promoted product level
recommendations
Recommendations
  • Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands
  • Test broader offer for new customers (less niched / fewer constraints)
  • In-depth analysis of what the Centrum 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

Nikki.emerton@5one.co.za

Zakariya Patel – 5one Analyst

Zakariya.Patel@5one.co.za

ad