BioSource

eDM

Post Campaign Results

Presented July 2009
Campaign Overview – BioSource eDM
Campaign Objective:
– Increase sales within the natural health category
– Build brand awareness for BioSource within the natural health category
– Shift the share of market during the promotional period and beyond by targeting users of
competitor brands

Campaign Description: targeted eDM with price promotion offer and a chance to win a $500
day spa voucher

Offer description: $11 off BioSource Men’s & Women’s Wellbeing Formula

Offer period: 21 May 2009 to 10 June 2009

Number of recipients: 29,720 successful sends

Offer mechanic: Print off eDM voucher and present instore along with Clubcard to redeem

Priceline Promo SKU: please add in SKU

Target Market
Target market was selected based on the following criterion:
Brands purchased
Anyone who had purchased within the Natural Health category within the last 6 months
(Ron please check – was this 6 or 12?) broken down into the followingr . t ed?
brands:
– Cenovis m be selec
ln u ou
– Centrum t r o y
– BioSource con t how
d in bou
– Other Brands within the Natural Health d ea
a Cetagory
s e e r
Spend value plea tail h
All of the above members on – broken
were r e de down into spend bands within the category:
R mo
– Top 30%
add
o
– Middle 30%
a nt t
– Bottom 30% W

A control group of xxxxx people who shared the same characteristics as those selected
above were set aside and did not receive the email. This enabled us to compare how
people who received the email acted differently to those who didn’t received the email.
Later results will show this comparison
Campaign Creative

,
at ive
c re ative
eDM r cre
r op in ouche ages
t o d eV s 2 p
i e n d
o nn ive a acros
g et C creat goes
le ase page r if it
m , p ition a tte
E pet ’t m
m sn
co Doe

Offer button within eDM linking through to

downloadable eVoucher to print off & redeem
instore
Results Summary eDM – targeted groups
t h is
Redemptions d add ction
from
Successfully Sent p an s s e
total
c nt
omreceived
e
(29,720)
t he (244) mm
c o
t ered the 0.82%
y en ithin
a n d w
m n
Unique Opens how age a Redemptions from
f i le im
(8,361)
n the n the total opens
28.13%ck o ns o (244)
he p e
as e c of o 29.2%
e %
m , pl as a
E ere Unique Clicks Total competition
in h (1,523) entries from opens
5.12%

– Of everyone who opened the eDM, 29.2% then went on to redeem the offer and xx of
these people entered the competition.
Results Summary eDM – targeted groups
Targeted groups Opens % Clicks % Redeemed %

BioSource purchaser 34% 11% 2.5%

Cenovis purchaser 29% 7% 1.2%

Centrum purchaser 34% 6% 0.4%

Purchaser of other brands 27% 5% 0.8%

– All open rates exceeded industry standard of 20%

– Click through rates were on par or higher than industry standard of 5%
– Successful redemption rates for eDM sit between 1-2% - with this eDM being on par
or higher

The campaign was successful in targeting non-BioSource customers - getting

them to engage with the email and go instore to redeem the offer.
eDM engagement – by targeted brand users
Once the eDM was opened, members behaved in the following ways:
Proportion of eDM opens

Redeemed %
Clicks %
Opens %
22%

17%
7%
34% 16%

25% 18%
17%

34% 34%
29% 27%

bought BioSource Bought Cenovis Bought Centrum Other_Items

Ron, please add anything here to summarise

eDM engagement – by age band
Once the eDM was opened, members behaved in the following ways:
80%

70%

23% 16%
60%
14%
18%
50%
10% Redeemed %
11% 20%
40% Clicks %
23%
23% Opens %
14% 17%
13%
30%
4%
20%
34%
26% 25% 26% 26% 25%
10% 23%

0%
18 or less 19 - 25 26 - 35 36 - 45 46 - 55 56 - 100 Unknowns

– Highest redemption rates were those aged 36+ or those whose age we do not know
– 19-25 market had a high open rate of the email but did not know the same interest
when it came to engaging (clicking) on the email or going on to redeem
Total Sales - Men’s & Women’s Wellbeing Formula
Period before Period During Period after
30/04/09-19/05/09 20/5/09-10/6/09 11/06/09-01/07/09
# people who purchased 91 314 92
# purchases 94 363 94
spend (Men’s & Women’s)
at the
$1,913.60
fre qu en cy value
$6,953.39
in thi s ta ble means.$1,705.76
frequencyRon, not sure wh 95 336 ant. 92
na tion or remo ve is no t relev
Pls add some expa $21.03
spend per person $22.14 $18.54
visits per person 1.04 1.07 1.00
items per person 1.03 1.16 1.02

Table shows a clear spike in sales and purchases for BioSource Men’s & Women’s Wellbeing Formula during the promotional period. You would need to look at sales within the coming months to see if those who purchased
– follow up with another purchase ie: nature of product says they wouldn’t have needed to purchase in the period directly following the promotional period
Members, on average, were only purchasing a few other items which shows they were coming into Priceline to redeem this offer.
–
Total Sales - BioSource
Period before Period During Period after
30/04/09-19/05/09 20/5/09-10/6/09 11/06/09-01/07/09
# people who purchased 1,355 1,709 1,818
# purchases 1,549 2,431 2,325
spend (All Biosource) $ 29,358 $ 35,968 $ 36,201
frequency 1,404 1,825 1,906
spend per person $21.67 $21.05 $19.91
visits per person 1.04 1.07 1.05
items per person 1.14 1.42 1.28

– The table shows positive increases during and after the promotional period for all BioSource SKUs – increase in number
customers, number transactions and sales value. This is a positive result for BioSource, particularly when there was such a
spike in results for the 2 SKUs on offer (refer following chart).
– These results could potentially be attributed to the increased brand exposure for BioSource, which continued after the
promotional period as well as additional products being purchased in addition to or instead of just the 2 discounted SKUs
Results Summary – Sales
$40,000

$35,000

spend(MensandWomens)

$30,000 spend(All Biosource)

$25,000

$20,000

$15,000

$10,000

$5,000

$-
Pre During post

– This graph indicates total BioSource sales before, during and after the promotional
period - showing the proportion of total sales attributed to the promotional SKUs but
more successfully, the increase in overall sales for BioSource during and following
the campaign period.
Sales Results – eDM vs Non eDM recipients
Sales results for eDM and non eDM recipients

180
155
160

140

120

100 eDM recipients

80 71 Non eDM recipients

55
60 49
44
40
21 25
10 14
20 8 8
0 0 3
0
18 or less 19 - 25 26 - 35 36 - 45 46 - 55 56 - 100 Unknow n

– The eDM was effective in influencing 395 transactions compared to only 68

transactions from ‘like’ people who did not receive the eDM
Key Learnings & Opportunities
– For future campaigns, exclude anyone in the 18 less market but do not exclude those we
do not have ages for as this was a receptive market.

– This campaign was successful in penetrating competitor markets and driving competitor
customers to purchase BioSource

– Re-target the most receptive segments and find more customers like these to enhance
future campaign results. Target them when they are most likely to need to top-up
following their BioSource purchase during the promotional period.

– Look at the purchasing cycle of the BioSource or competitor products and re-target when
they will be mos

– We believe the offer was very enticing, especially to switch your competitor customers
during the promotional period. We recommend a follow up campaign to further extend
your brand awareness amongst these groups and see if you can entice repeat purchase
within your competitor segments.