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Bio Oil Targeted Coupon Aug CashBack ClubCard Mailing Post-Campaign Report November 2010
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Transcript of Bio Oil Targeted Coupon Aug CashBack ClubCard Mailing Post-Campaign Report November 2010
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Bio Oil Targeted CouponAug CashBack ClubCard MailingPost-Campaign Report
November 2010
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction
• Coupon Redemption & Response
• Incremental Analysis
• Immediate ROI
• Conclusions & Recommendations
2
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Introduction
• 150 000 ClubCard customers targeted utilising 5one’s targeting tool
• Campaign period: 16 Aug 2010 – 18 Sep 2010
• Both Current and New customers targeted:
• 25,827 Current shoppers125ml
• 26,220 Current shoppers 60ml
• 97,953 New shoppers
• Reward level constructed tested:
• R8 off when you buy Bio Oil 200ml
• R8 off when you buy Bio Oil 60ml
• Control group of look alike shoppers measured over the campaign period
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All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
The Mailing
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All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction
• Coupon Redemption & Response
• Incremental Analysis
• Immediate ROI
• Conclusions & Recommendations
5
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Targeted Coupon: Redemption
Redemption: shoppers who bought featured product at the same time as handing in the coupon
How many mailants shopped the promoted products?
• Overall redemption rate is good: 1.72% (above 1% is ‘good’ for Current, 0.5% ‘good’ for New)
• Offer to current shoppers generating highest redemption rate
Coupon Mailed Redeemed Red. Rate
Current 125ml 25,827 903 3.50%
Current 60ml 26,220 927 3.54%
New 60ml 97,953 757 0.77%
TOTAL 150,000 2,587 1.72%
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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 Excellent: 6.92% (above 2% is ‘good’ for Current shoppers, above 1% for New shoppers)
• Offer to new shoppers driving an additional 3,279 new shoppers to the brand!
Coupon Mailed Redeemed Red. Rate Responded Resp. Rate
Current 125ml 25,827 903 3.50% 3,544 13.72%
Current 60ml 26,220 927 3.54% 3,556 13.56%
New 60ml 97,953 757 0.77% 3,279 3.35%
TOTAL 150,000 2,587 1.72% 10,379 6.92%
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction
• Coupon Redemption & Response
• Incremental Analysis
• Immediate ROI
• Conclusions & Recommendations
8
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Incremental Shoppers
CouponMailed Resp. Rate
Responded
Control Resp. Rate
Incremental
Shoppers
% Increment
al
Current 125ml 13.72% 3,544 9.7% 1,029 29%
Current 60ml 13.56% 3,556 11.1% 657 18%
New 60ml 3.35% 3,279 1.3% 2,001 61%
TOTAL 6.92% 10,379 2.7% 3,688 36%
• Overall the mailed group shopped at a higher rate than targeted shoppers resulting in 36% of shoppers 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.
How many shoppers were incremental?
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Incremental Units
How many more units were purchased?
• Due to high response rates of shoppers, 47% of total units purchased were incremental
• Mailed units higher than responders indicating shoppers picking up more than one product during the promotional period
CouponTotal Mailed
UnitsIncremental
Units% Incremental
Current 125ml 5,193 2,294 44%
Current 60ml 5,222 1,790 34%
New 60ml 4,314 2,903 67%
TOTAL 14,729 6,987 47%
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Incremental Sales
How many more sales were achieved?
• Total mailed sales of R713k achieved, with 34% sales being incremental
CouponTotal Mailed
SalesIncremental
Sales%
IncrementalIncremental / Responder
Current 125ml R 257,213 R 79,794 31% R 22.5
Current 60ml R 255,352 R 43,829 17% R 12.3
New 60ml R 200,685 R 117,989 59% R 36.0
TOTAL R 713,249 R 241,613 34% R 23.3
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction
• Coupon Redemption & Response
• Incremental Analysis
• Immediate ROI
• Conclusions & Recommendations
12
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Immediate Return On Investment
• Overall ROI is Excellent: 590%
What was the immediate ROI of the targeted coupon based on Incremental sales?
CouponTotal
Mailed Sales
Incremental
Sales
Production Costs
Gross Profit
ROI
Current 125ml R 257,213 R 79,794 R 6,026 R 73,768 1224%
Current 60ml R 255,352 R 43,829 R 6,118 R 37,711 616%
New 60ml R 200,685 R 117,989 R 22,856 R 95,134 416%
TOTAL R 713,249 R 241,613 R 35,000 R 206,613 590%
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction
• Coupon Redemption & Response
• Incremental Analysis
• Immediate ROI
• Conclusions & Recommendations
14
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 15
• Overall campaign generated ideal response:
• Redemption rate: 1.72% (2,587 shoppers)
• Response rate: 6,92% (10,379 shoppers)
• Successful at driving incremental behaviour:
• Shoppers: 3,688 (36%)
• Units: 6,987 (47%)
• Sales: R241,613 (34%)
• Overall campaign generated excellent immediate ROI of 590% at a promoted product level
Campaign Summary
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Campaign Comparison
Mailing Offer Targeting Mailed Red. Rate
Resp. Rate
Control Resp. Rate
% Shoppers inc
% Units Inc
% Sales Inc
Inc Sales
Profit ROI
Aug-10R8 off when buy
200ml Current 125ml
25,827 3.50% 13.72% 9.7% 29% 44% 31% R 79,794 R 73,768 1224%
Aug-10R8 off when buy
200ml Current
60ml 26,220 3.54% 13.56% 11.1% 18% 34% 17% R 43,829 R 37,711 616%
Aug-10 R8 off when buy 60ml New 97,953 0.77% 3.35% 1.3% 61% 67% 59% R 117,989 R 95,134 416%
Jul-10R8 off when buy
200ml Current 125ml
26,489 2.91% 12.25% 10.6% 14% 32% 16% R 37,885 R 30,786 434%
Jul-10R8 off when buy
200ml Current
60ml 29,098 3.02% 12.14% 9.6% 21% 38% 23% R 59,083 R 51,284 658%
Jul-10 R8 off when buy 60ml New 75,000 0.63% 3.23% 1.2% 61% 65% 58% R 87,256 R 67,154 334%
Dec-9R8 off when buy
200ml Current 125ml
31,703 3.3% 8% 3% 58% 60% 62% R 74,618 R 66,369 805%
Dec-9R8 off when buy
200ml Current
60ml 60,737 4% 9% 2% 74% 78% 72% R 260,844 R 245,040 1,551%
Dec-9 R8 off when buy 60ml New 99,723 1% 2% 3% 0 0% 0% R 0 -R 25,948 -100%
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1. Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands
2. In-depth analysis of what the Bio Oil shopper looks like, how they shop across the range and what competitor products they are purchasing into
Recommendations
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Thank-you
Nikki Emerton – 5one Account Manager [email protected]
Zakariya Patel – 5one [email protected]