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Dettol Targeted Coupon July Cashback ClubCard Mailing Post-Campaign Report. Contents. Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations. Introduction. 150 000 ClubCard customers targeted utilising 5one’s targeting tool - PowerPoint PPT Presentation
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All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Dettol Targeted CouponJuly Cashback ClubCard MailingPost-Campaign Report
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: 28 June 2010 – 30 July 2010• Both Current and New customers targeted:
• 75 000 Current shoppers • 75 000 New shoppers
• Reward level constructed tested:• Buy any 3 Dettol Natural 100g Soaps and get R6 off
• Control group of look alike customers measured over the campaign period
3
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
The Mailing
4
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
5
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 6
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% : (above 1% is ‘good’ for Current, 0.5% ‘good’ for New)
• Current offers generated good redemptions rates
Coupon Mailed Redeemed Red. Rate
New R6 75,000 356 0.47%
Current R6 75,000 1,123 1.50%
TOTAL 150,000 1,479 1%
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 7
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 good: 1.42% (above 2% is ‘good’ for Current, above 1% for New)
• Response rate amongst Current shoppers is good• New offer driving 427 new shoppers to the brand.
Coupon Mailed Redeemed Red. Rate Responde
dResp. Rate
New R6 75,000 356 0.47% 427 0.57%
Current R6 75,000 1,123 1.50% 1,699 2.27%
TOTAL 150,000 1,479 1% 2,126 1.42%
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
8
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 99
Incremental Shoppers
CouponMailed Resp. Rate
Responded
Control Resp. Rate
Incremental
Shoppers%
Incremental
New R6 0.57% 427 0.1% 380 89%
Current R6 2.27% 1,699 0.5% 1,310 77%
TOTAL 1.42% 2,126 0.3% 1,689 79%
• Overall the mailed group shopped at a substantially higher rate than control, resulting in a high percentage of incremental shoppers 79%
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?
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 1010
Incremental Units
How many more units were purchased?
• Due to high response rate of customers more than 83% of total units purchased were incremental
Coupon Total Mailed Units
Incremental Units
% Incremental
New R6 862 794 92%
Current R6 3763 3,034 81%
TOTAL 4,625 3,828 83%
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 1111
Incremental Sales
How many more sales were achieved?
• Total mailed sales of R11k was achieved, with 59% sales being incremental
Coupon Total Mailed Sales
IncrementalSales
% Incremental
Incremental / Responder
New R6 R 1,187 R 768 65% R 1.8
Current R6 R 10,037 R 5,810 58% R 3.4
TOTAL R 11,224 R 6,578 59% R 3.1
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential.
Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
12
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 1313
Immediate Return On Investment
• Overall ROI is negative: -81%
What was the immediate ROI of the targeted coupon based on Incremental sales?
CouponTotal
Mailed Sales
Incremental
SalesProduction
CostsGross Profit ROI
New R5 R 1,187 R 768 R 17,500 -R16,732 -96%
Current R5 R 10,037 R 5,810 R 17,500 -R11,690 -67%
TOTAL R 11,224 R 6,578 R 35 000 -R28,422 -81%
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% (1,479 shoppers)• Response rate: 1.42% (2,126 shoppers)
• Highly successful at driving incremental behaviour:
• Shoppers: 1,689 (79%)• Units: 3,828 (83%)• Sales: R6,578 (59%)
• Overall campaign generated a poor immediate ROI -81% at a promoted product level
Campaign Summary
All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 16
1. Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands
2. Test broader offer for new customers (less niched / fewer constraints)
3. In-depth analysis of what the Vital 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-youNikki Emerton – 5one Account Manager [email protected]
Zakariya Patel – 5one [email protected]