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New Clicks: Blooms in a Bottle Targeted Coupon January CashBack ClubCard Mailing Post-Campaign Report. March 2011. Contents. Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations. Introduction.

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slide1

New Clicks: Blooms in a BottleTargeted CouponJanuary CashBack ClubCard MailingPost-Campaign Report

March 2011

contents
Contents
  • Introduction
  • Coupon Redemption & Response
  • Incremental Analysis
  • Immediate ROI
  • Conclusions & Recommendations
introduction
Introduction
  • 100,000 ClubCard shoppers targeted utilising 5one’s targeting tool
  • Campaign period: 20 January – 3 March 2011
  • New shoppers targeted: 100,000 shoppers
    • Reward level constructed tested:
      • Get R2-0ff the purchase of any Blooms in a Bottle product
    • 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 low 0.04% (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 low: 0.27%(above 2% is ‘good’ for Current shoppers, above 1% for New shoppers)
  • Although volumes are small this is still a 4% increase in the Blooms in a Bottle customer base
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 the control group resulting in 199 incremental shoppers

9

incremental units
Incremental Units

How many more units were purchased?

  • Overall 77% of units incremental

10

incremental sales
Incremental Sales

How many more sales were achieved?

  • Total mailed sales of R10k 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 -20%

13

contents4
Contents
  • Introduction
  • Coupon Redemption & Response
  • Incremental Analysis
  • Immediate ROI
  • Conclusions & Recommendations
campaign summary
Campaign Summary
  • Overall campaign generated the following response:
    • Redemption rate: 0.04% (38 shoppers)
    • Response rate: 0.3% (272 shoppers)
  • Successful at driving incremental behaviour:
    • Shoppers: 199 (73%)
    • Units: 331 (77%)
    • Sales: R 8,006 (76%)
    • Overall ROI is -20%
recommendations
Recommendations
  • Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands
  • Test higher offer levels for new shoppers (less niched / fewer constraints)
  • In-depth analysis of what the Blooms in a Bottle shopper looks like, how they shop across the range and what competitor products they are purchasing into
thank you

Thank-you

Nikki Emerton

[email protected]

083 686 9076

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