Slow- Mag Review: Customer Insight Analysis

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

Slow-Mag Review: Customer Insight AnalysisJuly 2010


Contents

1. Introduction2. Shopper Profiling3. Basket Analysis4. Next Steps

2

All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 3

1. Introduction


Introduction

Clicks Slow-Mag analysis commissioned in July 2010

Analysis based on the Clicks ClubCard shopper behaviour on the Slow-Mag brand

Analysis has been carried out at a number of levels, outlined below:

• Slow-Mag : Topline level

• Range: Slow-Mag Tablets, Slow-Mag Capsules, Slow-Mag Fizzy

Total SKU count: 8

Analysis period: 17 June 09 – 16 June 10

Category: Lifestyle Supplements

4


Introduction: Topline Stats

Slow-Mag shoppers 21,768

Average Slow-Mag spend per customer R 184

Baskets containing Slow-Mag 39,033

Average baskets containing Slow-Mag per customer 1.78

Average Slow-Mag spend per basket R 104

Average Slow-Mag units per customer 2.05

Average Slow-Mag units per basket 1.15

Baskets containing multiple units 9.8%

Customers are likely to buy about 2 Slow-Mag units in a year over 1 to 2 baskets

Shopping stats and behaviour of Clicks ClubCard holders over the previous 12 months (17 June 2009 – 16 June 2010):


Introduction: Topline Stats by Range

Shopper Type Volume % Total Shoppers

Slow-Mag Capsules 11,983 55%

Slow-Mag Fizzy 1,489 4%Slow-Mag Tablets 10,332 44%

Shopper type volumes by ranges:

• If over two-thirds of purchases are within a range they are categorised as that shopper type, otherwise they are combination shoppers; there are no Slow-Mag Combination shoppers

• Slow-Mag Fizzy has the smallest % of total shoppers, i.e. 4%


2. Shopper Profiling


Profiling: Introduction

Profiling can assist with the look & feel of a marketing campaign, with packaging and with NPD.

Question: What do Slow-Mag shoppers look like?

Answer: We will examine customers by: • Segment profile• Age profile• Gender profile• Ethnicity


Shopper Segment Profiling

Shopper segments based on transactional information and demographic data.

Products are grouped together based on how they are bought, then the customers who buy them analysed to determine what is most important to each segment.

Each segment is then analysed in more detail to create an enriched profile.


An index is an easy way of showing the difference between customer groupsFor example:40% of Healthy at Heart buy Vitamin CBut 20% of all customers buy Vitamin C We can see from this example that Healthy at Heart are twice as likely to buy Vitamin C, using an index:40/20*100 = 200

% Customers0

5

10

15

20

25

30

35

40

45

Healthy at Heart

Ageless Beauty

Base

Understanding Indices and VolumeUnderstanding Indices and Volume


Shopper Lifestyle Segment Profiling: Brand Level

• Slow-Mag shoppers mainly Ageless Beauty and Healthy at Heart

• More likely to be Ageless Beauty, Healthy at Heart and Sophisticated Me compared to Lifestyle Supplements category

• Slow-Mag is currently not appealing to a budget shopper. Under-indexes on all other segments, but especially on Big Brands + Bargains and Movin On Up segments

AGELESS B

EAUTY

BIG B

RANDS + BARGAIN

S

BEAUTY ON A

BUDGET

CLASSIC

GIFTERS

DESTINATIO

N HAIR

HEALTHY A

T HEART

METRO-GROOMERS

MOVIN O

N UP

SOPHISTIC

ATED ME

SENSIBLE

+ SU$$

ED0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

0

50

100

150

200

250

Segment Profiling

Slow-Mag

Clicks

Index

% S

hopp

ers

Inde

x


Shopper Value Segment Profiling: Brand Level

Low value Infrequent baskets

Occasional top-up

Occasional modest

Occasional large

Frequent

modest

Top shopper

Frequent small

12

Few items Top-up Small

basketsMedium baskets

Large baskets Trolleys

<R28 R28-47 R48-82 R83-120

R120-200 >R200

Infrequent

1-2 over 12w

Occasional

3-5 over 12w

Regular6-10 over 12w

Frequent>10 over 12w


Infrequent

Occasional

Regular

Frequent

Few items Top-up Small

basketsMediu

m baskets

Large baskets Trolleys


Low value1% (295)

42

Infrequent baskets11% (2,340)

74Occasional top-

up2% (490)

53

Occasional modest

8% (1,658) 69

Occasional large25% (5,522)

135

Frequent

modest9%

(1,984)87

Top shopper36% (7,912)

139Frequent small3% (609)

68

13

Check volumes, i.e. Number of shoppers


TOP SHOPPERS

FREQUENT M

ODEST

FREQUENT S

MALL

OCCASIONAL L

ARGE

OCCASIONAL M

ODEST

OCCASIONAL T

OP-UP

INFREQUENT B

ASKET

LOW

VALU

E

DORMANT

LAPSED

0%

5%

10%

15%

20%

25%

30%

35%

40%

-

20.0

40.0

60.0

80.0

100.0

120.0

140.0

Segment Profiling

Slow-Mag

Lifestyle Supplements

Index

% S

hopp

ers

Inde

x

14


• Slow-Mag shoppers mainly Top Shoppers and Frequent Modest Shoppers – more likely to fall into these segments in comparison to Lifestyle Supplements category as a whole

• Under-indexes on all other value segments


16-25 26-35 36-45 46-55 56-65 66+0%

5%

10%

15%

20%

25%

-

20.0

40.0

60.0

80.0

100.0

120.0

140.0

160.0 Age Profiling

Slow-Mag


Index% S

hopp

ers

Inde

x

15

Shopper Age Profiling: Slow-Mag Brand Level

• Majority of Slow-Mag shoppers are older, i.e. 46-65 years

• Slow-Mag shoppers are more likely to be older and also less likely to be under 35 years


Shopper Gender Profiling: Slow-Mag Brand Level

• Majority of Slow-Mag shoppers are Female

• Slightly less likely than the Lifestyle Supplements category to be Male

F M0%

25%

50%

75%

100%

0

20

40

60

80

100

120

140

Gender Profiling

Slow-Mag


Index

% S

hopp

ers

Inde

x


Shopper Ethnicity Profiling: Slow-Mag Brand Level

• Majority of Slow-Mag shoppers are White

• Under-indexing on Black and Asian shoppers, in comparison to Lifestyle Supplements category

ASIAN BLACK WHITE0%

25%

50%

75%

100%

-

20

40

60

80

100

120

140

Ethnicity Profiling

Slow-Mag Lifestyle Supplements Index%

Sho

pper

s

Inde

x


Shopper Type Segment Profiling: Range Level

Slow-Mag Capsules

Slow-Mag Fizzy

Slow-Mag Tablets

All Lifestyle Supplements 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Known Segment Profiling: Shopper Type

SENSIBLE + SU$$ED

SOPHISTICATED ME

MOVIN ON UP

METRO-GROOMERS

HEALTHY AT HEART

DESTINATION HAIR

CLASSIC GIFTERS

BEAUTY ON A BUDGET

BIG BRANDS + BARGAINS

AGELESS BEAUTY

% S

hopp

ers

In comparison to the other ranges:• Shopper type are

fairly consistent in distribution

• Slow-Mag Tablets have the highest proportion of Healthy at Heart and lowest proportion of Sensible & Su$$ed

• Slow-Mag Fizzy range attracting highest proportion of Beauty on a Budget, Classic Gifters, Metro-Groomers, Sophisticated me and Sensible + Su$$ed


Slow-Mag Capsules

Slow-Mag Fizzy

Slow-Mag Tablets


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Known Segment Profiling: Shopper Type

DORMANT

LAPSED

LOW VALUE

FREQUENT SMALL

OCCASSIONAL TOP-UP

INFREQUENT BASKET

OCCASSIONAL MODEST

FREQUENT MODEST

OCCASSIONAL LARGE

TOP SHOPPER

% S

hopp

ers

Shopper Type Value Segment Profiling: Range Level

• Value Segment profiles are fairly similar across the shopper types

• Encouraging that most shoppers are Top Shoppers – can we increase the frequency of Slow-Mag purchase as they are in store frequently


Shopper Type Age Profiling: Range Level

• Slow-Mag Fizzy shoppers attract the highest proportion of younger shoppers – Potentially parents buying for kids?

• Slow-Mag Tablets attract the highest proportion of age 55+

Slow-Mag Capsules

Slow-Mag Fizzy

Slow-Mag Tablets


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%Age Profiling: Shopper Type

66+56-6546-5536-4526-3516-25


Shopper Type Ethnicity Profiling: Range Level

• As expected, majority of shoppers are White

• Although % is small Slow-Mag Tablets attracting the smallest proportion of Black shoppers

Slow-Mag Capsules

Slow-Mag Fizzy

Slow-Mag Tablets


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%Ethnicity Profiling: Shopper Type

WHITE

BLACK

ASIAN


Profiling: Conclusions

Slow-Mag Brand Level:• Slow-Mag shoppers mainly White Females, aged 46-65, are Ageless

Beauty and Healthy at Heart shoppers who have a high visit frequency at Clicks

• Compared to the Lifestyle Supplements Category, Slow-Mag shoppers are less budget focused, older and less likely to be Male and Black

Range Level:• Slow-Mag Tablets attracting highest proportion of Healthy at Heart

shoppers, who are more likely to be older and White• Slow-Mag Fizzy range attracting highest proportion of budget segments

like Beauty on a Budget and Metro-Groomers, attracting the highest proportion of younger shoppers

• Slow-Mag Capsules range attracting the lowest proportion of Beauty On A Budget and Big Brands + Bargains, who are more likely to be older and white

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3. Basket Analysis


Basket Analysis: Introduction

Having now understood what Slow-Mag shoppers buy from the range, a basket analysis seeks to understand the behaviour of range shoppers in the context of their wider purchasing at Clicks.

It provides insight into key shopper areas & most important SKUs to Slow-Mag shoppers.

Question: What else do Slow-Mag shoppers purchase?

Answer: We will examine Slow-Mag shopper behaviour by:

• Purchasing by customer (within same year)• Purchasing by basket


Basket Analysis By Shopper: Overall

Dept Sub Dept Class % Shoppers Sales ACV Trans

010 Scheduled Medicines 096 Pharmacy Nonmerch Items 001 Pharmacy Nonmerch Items 79% R - R - 9.40

004 Health 174 Medicinal 001 Gastrointestinal 61% R 3,405,120 R 255 3.81

001 Beauty 049 Haircare Caucasian 005 Shampoo 60% R1,861,374 R 143 3.19

004 Health 174 Medicinal 010 Analgesics & Antipyretics 52% R 751,674 R 67 2.80

004 Health 209 Lifestyle Supplements 005 Minerals 48% R 2,604,561 R 250 3.02

001 Beauty 049 Haircare Caucasian 001 Styling Aids 47% R 1,237,205 R 122 2.94

001 Beauty 054 Hand And Body Skincare 001 Hand And Body Lotion 45% R 719,708 R 74 2.46

004 Health 175 First Aid 001 Woundcare 45% R 520,715 R 53 2.05

001 Beauty 028 Facial Skincare 001 Essential Care 44% R 1,615,655 R 168 2.94

004 Health 209 Lifestyle Supplements 003 Immune Support 43% R 2,286,141 R 244 3.02

004 Health 053 Body Fresheners 001 Aerosol Deodorant Ladies 42% R 698,326 R 76 3.20

004 Health 174 Medicinal 002 Cough & Cold 42% R 711,322 R 78 2.09

004 Health 174 Medicinal 003 Eye & Ear Care 41% R 1,430,512 R 160 2.52

004 Health 042 Baby Toiletries 001 Baby Toiletries 41% R 769,751 R 87 2.48

• Table above displays, overall, the most popular other classes purchased by Slow-Mag shoppers at Clicks within the last 12 months

• The next slide analyses the % of Slow-Mag baskets containing products from competing areas


Basket Analysis By Shopper: Within Lifestyle Supplements

Sub Dept Class % Shoppers Sales ACV Trans

209 Lifestyle Supplements

005 Minerals 48% R 2,604,561 R 250 3.02

003 Immune Support 43% R 2,286,141 R 244 3.02

007 Supplements Oils 23% R 924,899 R 185 2.41

002 Female Health 18% R 1,008,124 R 262 2.53

004 Joint & Bone Support 18% R 1,240,230 R 324 2.30

001 Cardiovascular 15% R 697,400 R 220 2.63

008 Mens Health 0.1% R 4,818 R 166 1.34

• In total, R8.8m spent on other Lifestyle Supplements by Slow-Mag shoppers over 12 months


Basket Analysis By Shopper: Competing Areas

SKU Desc % Slow-Mag Shoppers Sales ACV Trans

Caltrate Plus Calcium Supplement 60s Tablets 9% R 495,634 R 243 2.19Clicks Magnesium 30s Capsules 8% R 235,498 R 141 2.01

Clicks Magnesium Tabs 60 7% R 137,398 R 94 1.51Caltrate Plus Calcium Supplement 30s Tabs 7% R 198,527 R 136 1.77

Clicks Magnesium Tabs 100 6% R 179,918 R 132 1.75Clicks Calcium&Magnesium Tablets 60s 5% R 97,330 R 84 1.64Sandoz Calcuim Optim Plus Tablets 60s 3% R 128,417 R 198 2.17

Clicks Calcium & Magnesium Tablets 90s 3% R 69,770 R 111 1.65Crampease Night 30 Capules 3% R 47,399 R 79 1.75

Sandoz Calcium Forte 500mg 20s 3% R 163,536 R 280 3.21


209 Lifestyle Supplements 005 Minerals 48% R 2,604,561 R 250 3.02




Procydin Capsules 60 8% R 369,342 R 211 3.08Clicks Vitaminc Supreme Antioxidant 100tab 6% R 107,349 R 78 1.82

Viralchoice Cap 60 5% R 135,824 R 127 1.61Calcvita Vit Tablets 20 S 5% R 120,121 R 114 1.61Viral Guard Tablets 60 4% R 152,556 R 157 1.84

Calcvita Vitamin Tabs 10 S 3% R 33,876 R 45 1.38Viralchoice C Capsules 30 3% R 45,684 R 82 1.31

Cal C Vita Immune Protector Effervescent 20 2% R 57,732 R106 1.40Biostrath Tablets 100s 2% R 98,603 R 194 1.74

Calcvita Effervescent Tablet 30 S 2% R 85,182 R 169 1.89


209 Lifestyle Supplements 003 Immune Support 43% R 2,286,141 R 244 3.02




Clicks Omega 3 And 6 1000mg 90s 5% R 127,963 R 115 1.77Clicks Flaxseed 1000mg Caps 90 5% R 119,542 R 116 1.94

Clicks Salmon Oil Omega3 1000 60 Capsules 4% R 92,303 R 107 2.12Revite Omega3 Fish Oil 1000mg 90 4% R 115,070 R 134 1.88

Revite Flax Seed Oil 1000mg 90 3% R 83,228 R 120 1.62Omega Select Flaxseed Oil 90&90 Vagecaps 3% R 95,947 R 165 1.31

Revite Epo Salmon Cp 1000mg 90 3% R 66,175 R 114 1.54Omega Select Omega 3&6 60&60 Vegecaps 2% R 45,745 R 120 1.32

Revite Epo Double Strength 1000mg 90 Capsules 1% R 33,260 R 115 1.59

Flaxseed Oil 1000mg Caps Buy One Get One Free 90x 1% R 24,404 R 127 1.08


209 Lifestyle Supplements 007 Supplements Oils 23% R 924,899 R 185 2.41




Antistax Active Leg 30 Tablets 3% R 189,199 R 304 2.24Bioharmony Meno Clove Forte Capsules 60 2% R 73,614 R 223 2.17

Prosana Hair And Nail Booster 60 S 1% R 43,324 R 141 1.90Venavine Leg Health 60 Caps 1% R 52,486 R 177 1.66

Venavine Intensive Vap 30s & 15 Free 1% R 50,794 R 188 1.50Vascafem Tabs 100 1% R 38,368 R 143 1.99

Venavine Intensive Leg Health Caps 30s 1% R 51,646 R 201 1.57Femolene Ultra Tab 60 1% R 79,944 R 320 2.18

Pregnavit M Capsules 30 1% R 24,388 R 100 1.76

Urikleer 6 Vegecaps 5day Course 1% R 19,297 R 82 1.41


209 Lifestyle Supplements 002 Female Health 18% R 1,008,124 R 262 2.53




Nutrilida Arthroguard Buy 1 Get 1 Free 90 Caps 6% R 288,403 R 230 1.74Osteoeze Gold Caps 90s 4% R 299,435 R 323 2.11

Nutrilida Arthrogaurd Intensive 90s 2% R 92,575 R 240 1.74Arthrochoice Advanced 120 Tablets 2% R 86,387 R 228 1.54

Osteoeze With Msm Cap 90 2% R 74,026 R 196 1.76Arthrochoice Tablets 90 1% R 49,006 R 206 1.35Jointeze Capsules 60s 1% R 69,139 R 307 1.87

Nativa Osteoeze Acute Tabs 30s 1% R 19,358 R 92 1.46Pro Collagen 90 Capsules 1% R 62,736 R 309 2.12

Arthrochoice Banded Pack 90 & 20 Tablets 1% R 34,270 R 170 1.11


209 Lifestyle Supplements 004 Joint & Bone Support 18% R 1,240,230 R 324 2.30




Calmettes 20 Tablets 2% R 29,383 R 56 1.69Biral Tablets 40 2% R 72,443 R 155 1.72

Calmettes Nite 25s Natural Herbal For Sleep 2% R 33,462 R 91 1.60Diabecinn Capsules 60s 1% R 69,504 R 230 2.43

Diabion Diabetic Supplement 30 Capsules 1% R 54,705 R 218 2.84Manna Blood Supplement 60 Tablets 1% R 21,610 R 92 1.46

Clicks Herbal Sedative 26 Tablets 1% R 15,565 R 71 2.04Diabecinn Capsules 30 S 1% R 17,952 R 92 1.61

Clicks Herbal Tranquilizer 40 Tablets 1% R 27,967 R 146 2.01

Heath & Heather Quiet Night Tablets 30 S 1% R 17,806 R 93 1.88


209 Lifestyle Supplements 001 Cardiovascular 15% R 697,400 R 220 2.63




Vitabiotics Wellman 50plus 30 Tablets 0.05% R 1,351 R 135 1.30Vitabiotics Wellman 30 Tablets 0.04% R 1,197 R 133 1.11

Vitabiotocs Wellman Sport 30 Tablets 0.04% R 965 R 121 1.13Vitabiotics Wellman Energize Fizz 20 Tabs 0.02% R 675 R 169 1.75Vitabiotics Wellman Conception 30 Tabs 0.01% R 482 R 161 1.33Vitabiotics Wellman Tricologic 60 Tablets 0.00% R - R - 2.00

Nativa Prostate Complex 60s 0.00% R 75 R 75 1.00Spermiprove Dietary Supplement 60s 0.00% R 73 R 73 1.00


209 Lifestyle Supplements 008 Mens Health 0.1% R 4,818 R 166 1.34


Basket Analysis By Basket: Overall

Dept Sub Dept Class % Baskets Sales ACV ATV Tran

s010 Scheduled Medicines 096 Pharmacy Nonmerch Items 001 Pharmacy Nonmerch Items 25% R - R - R - 1.44

004 Health 209 Lifestyle Supplements 005 Minerals 15% R 499,220 R130 R 88 1.48004 Health 174 Medicinal 001 Gastrointestinal 13% R 391,663 R 106 R 77 1.38004 Health 209 Lifestyle Supplements 003 Immune Support 10% R 346,506 R122 R 88 1.38001 Beauty 049 Haircare Caucasian 005 Shampoo 8% R 146,489 R 57 R 47 1.20004 Health 211 Multivitamins & Tonics 002 Tonics & Overindulgence 9% R 294,662 R 115 R 84 1.36004 Health 211 Multivitamins & Tonics 001 Multivitamins 9% R 392,713 R154 R 110 1.40004 Health 174 Medicinal 010 Analgesics & Antipyretics 8% R 81,822 R 32 R 26 1.22004 Health 208 Branded Supplements 012 Vital 9% R 248,970 R 101 R 72 1.41001 Beauty 049 Haircare Caucasian 001 Styling Aids 6% R 94,013 R 53 R 43 1.22001 Beauty 028 Facial Skincare 001 Essential Care 5% R 127,323 R 72 R 60 1.21004 Health 174 Medicinal 003 Eye & Ear Care 5% R 137,449 R 82 R 68 1.22004 Health 209 Lifestyle Supplements 007 Supplements Oils 5% R 165,032 R 106 R 81 1.30004 Health 175 First Aid 001 Woundcare 5% R 45,050 R 29 R 26 1.13

• Table above displays the most popular other classes purchased within the same basket as Slow-Mag this one overall next competing areas

• The next slide analyses the % of Slow-Mag baskets containing products from competing areas


Basket Analysis By Basket: Within Lifestyle Supplements

Sub Dept Class % Baskets Sales ACV ATV Trans

209 Lifestyle Supplements 005 Minerals 15% R 499,220 R 130 R 88 1.48

003 Immune Support 10% R 346,506 R 122 R 88 1.38

007 Supplements Oils 5% R 165,032 R 106 R 81 1.30

004 Joint & Bone Support 4% R 232,842 R 196 R 145 1.35

002 Female Health 4% R 159,633 R 146 R 108 1.35

001 Cardiovascular 3% R 89,284 R 121 R 89 1.36

008 Mens Health 0% R 303 R 101 R 101 1.00

• In total, R 1.5m spent on other Lifestyle Supplements products in the same basket as a Slow-Mag purchase


Basket Analysis By Basket: Competing Areas

SKU Desc % Slow-Mag Baskets Sales ACV ATV Trans

Caltrate Plus Calcium Supplement 60s Tablets 3.3% R 141,821 R 160 R 112 1.44Caltrate Plus Calcium Supplement 30s Tabs 2.1% R 641,68 R 106 R 79 1.33

Sandoz Calcium Forte 500mg 20s 1.2% R 42,843 R 150 R 90 1.66Sandoz Calcuim Optim Plus Tablets 60s 1.0% R 36,016 R 132 R 93 1.42

Crampease Night 30 Capules 0.6% R 9,738 R 54 R 46 1.18Clicks Calcium&Magnesium Tablets 60s 0.5% R 10,099 R 59 R 51 1.16

Zinplex 120 Tablets 0.4% R 13,977 R 101 R 88 1.15Zinplex Tablets 60 0.4% R 9,214 R 70 R 60 1.17

Cramp Ease Capsules 30 S 0.4% R 6,016 R 46 R 43 1.07

Menacal 7 30 Tablets 0.4% R 16,062 R 124 R 94 1.31

Sub Dept Class % Baskets Sales ACV ATV Trans209 Lifestyle Supplements 005 Minerals 15% R 499,220 R 130 R 88 1.48




Procydin Capsules 60 2.2% R 63,955 R 114 R 74 1.55Clicks Vitaminc Supreme Antioxidant 100tab 0.9% R 14,939 R 50 R 44 1.15

Calcvita Vit Tablets 20 S 0.6% R 16,863 R 81 R 74 1.10Viralchoice Cap 60 0.6% R 20,860 R 102 R 83 1.23

Marcus Rohrer Spirulina Tablets Refill Bag 180s 0.6% R 26,340 R 154 R 105 1.46Viral Guard Tablets 60 0.5% R 18,778 R 110 R 90 1.23

Pro Oxidin Ultra Cap 60 0.5% R 13,679 R 97 R 74 1.32Scorbex 500mg Tablets 100s 0.4% R 12,378 R 93 R 75 1.25

Calcvita Effervescent Tablet 30 S 0.5% R 16,972 R 133 R 92 1.45

Calcvita Vitamin Tabs 10 S 0.3% R 3,529 R 34 R 33 1.04

Sub Dept Class % Baskets Sales ACV ATV Trans209 Lifestyle Supplements 003 Immune Support 10% R 346,506 R 122 R 88 1.38




Clicks Omega 3 And 6 1000mg 90s 0.8% R 20,852 R 79 R 66 1.19Revite Omega3 Fish Oil 1000mg 90 0.8% R 23,017 R 94 R 75 1.26

Clicks Flaxseed 1000mg Caps 90 0.7% R 16,522 R 71 R 60 1.18Clicks Salmon Oil Omega3 1000 60 Capsules 0.6% R 12,566 R 63 R 52 1.21

Revite Flax Seed Oil 1000mg 90 0.6% R 18,268 R 94 R 75 1.26Revite Epo Salmon Cp 1000mg 90 0.5% R 14,659 R 90 R 75 1.21

Omega Select Flaxseed Oil 90&90 Vagecaps 0.4% R 19,130 R 136 R 127 1.07Omega Select Omega 3&6 60&60 Vegecaps 0.2% R 8,644 R 108 R 95 1.14

Revite Epo Double Strength 1000mg 90 Capsules 0.2% R 6,666 R 87 R 72 1.19

Mumomega Pregnancy Capsules 30 0.2% R 11,923 R 178 R 140 1.27

Sub Dept Class % Baskets Sales ACV ATV Trans209 Lifestyle Supplements 007 Supplements Oils 5% R 165,032 R 106 R 81 1.30




Nutrilida Arthroguard Buy 1 Get 1 Free 90 Caps 1.1% R 55,009 R 162 R 131 1.23Osteoeze Gold Caps 90s 1.0% R 60,731 R 221 R 158 1.40

Arthrochoice Advanced 120 Tablets 0.4% R 21,749 R 191 R 151 1.26Nutrilida Arthrogaurd Intensive 90s 0.3% R 17,297 R 175 R 150 1.16

Osteoeze With Msm Cap 90 0.3% R 14,010 R 147 R 113 1.31Jointeze Capsules 60s 0.2% R 10,977 R 200 R 164 1.22

Pro Collagen 90 Capsules 0.2% R 10,262 R 190 R 145 1.31Arthrochoice Tablets 90 0.1% R 7,998 R 163 R 154 1.06

Nativa Osteoeze Acute Tabs 30s 0.1% R 3,302 R 67 R 62 1.08

Jointeze Sport 90 Capsules 0.1% R 5,953 R 149 R 138 1.08

Sub Dept Class % Baskets Sales ACV ATV Trans209 Lifestyle Supplements 004 Joint & Bone Support 4% R 232,842 R 196 R 145 1.35




Antistax Active Leg 30 Tablets 0.5% R 27,808 R 174 R 145 1.20Bioharmony Meno Clove Forte Capsules 60 0.3% R 13,907 R 151 R 110 1.37

Pregnavit M Capsules 30 0.2% R 5,275 R 64 R 56 1.15Vascafem Tabs 100 0.2% R 6,296 R 90 R 72 1.24

Prosana Hair And Nail Booster 60 S 0.2% R 7,082 R 103 R 75 1.38Venavine Intensive Vap 30s & 15 Free 0.2% R 8,716 R 138 R 123 1.13

Femolene Ultra Tab 60 0.2% R 14,630 R 236 R 154 1.53Bioharmony Menoclove Plus 60 Capsules 0.2% R 10,375 R 182 R 130 1.40

Venavine Leg Health 60 Caps 0.2% R 7,065 R 126 R 107 1.18

Clicks Cranberry 7500mg 30capsules 0.2% R 4,194 R 75 R 66 1.14

Sub Dept Class % Baskets Sales ACV ATV Trans209 Lifestyle Supplements 002 Female Health 4% R 159,633 R 146 R 108 1.35




Diabion Diabetic Supplement 30 Capsules 0.4% R 11,380 R 126 R 81 1.56Diabecinn Capsules 60s 0.3% R 10,901 R 135 R 93 1.44

Calmettes 20 Tablets 0.2% R 3,459 R 44 R 40 1.12Biral Tablets 40 0.3% R 8,887 R 117 R 88 1.33

Calmettes Nite 25s Natural Herbal For Sleep 0.2% R 4,084 R 62 R 56 1.11Manna Blood Supplement 60 Tablets 0.1% R 3,341 R 71 R 63 1.13

Diabecinn Capsules 30 S 0.1% R 3,152 R 73 R 63 1.16Heath & Heather Quiet Night Tablets 30 S 0.1% R 2,364 R 68 R 50 1.34

Clicks Herbal Sedative 26 Tablets 0.1% R 1,153 R 40 R 35 1.14

Diabecinn Extra 60 Capsules 0.1% R 5,387 R 200 R 135 1.48

Sub Dept Class % Baskets Sales ACV ATV Trans209 Lifestyle Supplements 001 Cardiovascular 3% R 89,284 R 121 R 89 1.36




Vitabiotics Wellman 30 Tablets 0.003% R 110 R 110 R 110 1.00Vitabiotics Wellman Energize Fizz 20 Tabs 0.003% R 96 R 96 R 96 1.00

Vitabiotics Wellman 50plus 30 Tablets 0.003% R 96 R 96 R 96 1.00

Sub Dept Class % Baskets Sales ACV ATV Trans209 Lifestyle Supplements 008 Mens Health 0% R 303 R 101 R 101 1.00


Basket Analysis: Conclusions

• Nothing unusual about the top product areas shopped by Slow-Mag shoppers at Clicks over a year

• Slow-Mag shoppers shopping heavily into Health at Clicks – opportunity for co-promotion?

• A high proportion of calcium supplements shopped by Slow-Mag shoppers

• High proportion of shoppers purchasing other magnesium products – look at increasing frequency of shop


4. Next Steps


Next steps

1. Workshop: • Discuss and agree outcomes from customer insight

analysis• Agree objectives and align to those of Slow-Mag

overall• Prioritise activity

2. Campaign plan• Activity• Timings• Budget

45


Thank you

Nikki Emerton – Account Manager [email protected]

Zakariya Patel – [email protected]

021-403-6312

mailto:[email protected]

mailto:[email protected]

Slow- Mag Review: Customer Insight Analysis

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Transcript of Slow- Mag Review: Customer Insight Analysis