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 .
Redemption: mailed shoppers who bought featured product at the same time as handing in the coupon
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)
What was the immediate ROI of the coupon within offer period?
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?