clicks eetless targeted voucher january cashback clubcard mailing post-campaign report

All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.

Clicks Eetless Targeted VoucherJanuary Cashback ClubCard MailingPost-Campaign Report

April 2010


Contents

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

2


Introduction

• 99,981 ClubCard customers targeted utilising 5one’s targeting tool

• Campaign period: 22 Jan – 26 Feb• Both Current and New shoppers targeted:

• 12,066 Current• 87,915 New

• Offer:• Save R5 when you buy either Eetless Hoodia

or Heatboost pills• Control group of look alike customers

measured over exact same campaign period

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The Mailing

4


Contents


5

All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 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?

Coupon Mailed Redeemed Red. Rate

Current 12,066 209 1.73%

New 87,915 30 0.03%

TOTAL 99,981 239 0.24%


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 new shoppers were gained

Coupon Mailed Redeemed Red. Rate Responded Resp. Rate

Current 12,066 209 1.73% 613 5.1%

New 87,915 30 0.03% 84 0.1%

TOTAL 99,981 239 0.24% 697 0.7%


Contents


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Incremental Shoppers, Sales & Units

Level Response Incremental % Incremental

Shoppers 697 458 52%

Sales R 75,117 R 41,983 56%

Units 807 438 54%

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

Incremental analysis shows how total mailed responders would have shopped had they not received the mailing – essential in understanding actual effect of the campaign.


Contents


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Immediate Return On Investment

• Overall ROI is negative: -16%

What was the immediate ROI of the targeted coupon?

CouponTotal

Mailed Sales

Incremental

SalesProduction

CostsGross Profit ROI

R5 off R 75,117 R 41,983 R 50,000 -R 8,017 -16%


Contents


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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


1. Raise awareness of the product range amongst Clicks shoppers

2. Continue to use targeted coupons to gain more profitable customer behaviour

3. Test higher offer levels

Recommendations


Thank-youRobert Grace – 5one Senior [email protected]

Nikki Emerton – 5one Account Manager [email protected]

Zakariya Patel – 5one Junior Analyst [email protected]

mailto:[email protected]



clicks eetless targeted voucher january cashback clubcard mailing post-campaign report

Documents

content copyright

targeted coupon

incremental shoppers

new shoppers

current shoppers

number of shoppers

overall redemption rate

alike customers