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All content copyright © 5one 2001 – 2011. All rights reserved. Confidential.
Tip Top Feet Targeted CouponDec CashBack ClubCard MailingPost-Campaign Report
January 2011
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential.
Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
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All content copyright © 5one 2001 - 2011. All rights reserved. Confidential.
Introduction
• 99,186 ClubCard customers targeted utilising 5one’s targeting tool• Campaign period: 29 Oct 2010 – 26 Dec 2010• Both Current and New customers to ALL of Tip Top range targeted
(due to Tip Top Feet being a new product launch)• 18,432 Current shoppers • 80,754 New shoppers
• Reward level constructed tested:• Get R5 off on any Tip Top Feet product purchased
• Control group of look alike shoppers measured over the campaign period
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All content copyright © 5one 2001 - 2011. All rights reserved. Confidential.
The Mailing
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All content copyright © 5one 2001 - 2011. 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 low: 0.1% (above 0.5% ‘good’ for New shoppers)
Coupon Mailed Redeemed Red. Rate
Current: Tip Top 18,432 40 0.2%
New: Tip Top range 80,754 80 0.1%
TOTAL 99,186 120 0.1%
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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 low: 0.2% (above 1% is good for New shoppers)• Offer driving an 120 new shoppers to the range
Coupon Mailed Redeemed Red. Rate Responded Resp. Rate
Current: Tip Top 18,432 40 0.2% 56 0.3%
New: Tip Top range 80,754 80 0.1% 100 0.1%
TOTAL 99,186 120 0.1% 156 0.2%
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential.
Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
8
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. 99
Incremental Shoppers
CouponMailed Resp. Rate
Responded
Control Resp. Rate
Incremental
Shoppers
% Incrementa
l
Current: Tip Top 0.3% 56 n/a n/a n/a
New: Tip Top range 0.1% 100 0.0% 79 79%
TOTAL 0.2% 156
• Control group for Current shoppers to the Tip Top range is too small to be an accurate measure of incremental behaviour
• Of the shoppers new to the Tip Top range the mailed group shopped at a higher rate than targeted shoppers resulting in 65% 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?
• Of the shoppers new to the Tip Top range the mailed group shopped at a higher rate than the control group resulting in 80% of total units being incremental
Coupon Total Mailed Units Incremental Units % Incremental
Current: Tip Top 66 n/a n/a
New: Tip Top range 103 82 80%
TOTAL 169
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Incremental Sales
How many more sales were achieved?
• Total mailed sales of R4k achieved
Coupon Total Mailed Sales
IncrementalSales
% Incremental
Incremental / Responder
Current: Tip Top R 1,781 n/a n/a n/a
New: Tip Top range R 1,833 R 419 23% R 4.20
TOTAL R 3,614
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential.
Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
12
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. 1313
Immediate Return On Investment
• Overall ROI for new shoppers to the Tip Top range is negative: -95%
What was the immediate ROI of the targeted coupon based on Incremental sales?
CouponTotal
Mailed Sales
Incremental
SalesProduction
CostsGross Profit ROI
Current: Tip Top R 1,781 n/a R 1,858 n/a n/a
New: Tip Top range R 1,833 R 419 R 8,142 -R 7,722 -95%
TOTAL R 3,614 R 10,000
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential.
Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
14
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. 15
• Overall campaign generated the following response: • Redemption rate: 0.12% (120 shoppers)• Response rate: 0.16% (156 shoppers)
• Successful at driving incremental behaviour for new shoppers to Tip Top• Shoppers: 79 (79%)• Units: 82 (80%)• Sales: R 419 (23%)
• ROI of -95% at a promoted product level for new shoppers to Tip Top
Campaign Summary
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1. Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands; however recommend waiting until we have enough transactional data for Tip Top Feet to ensure targeting is more accurate
Recommendations
All content copyright © 5one 2001 – 2011. All rights reserved. Confidential.
Thank-youNikki Emerton – 5one Account Manager Nikki.emerton@5one.co.za