All content copyright © 5one All rights reserved. Confidential. Clicks Sister Lilian Targeted Voucher January Cashback ClubCard Mailing Post-Campaign Report April 2010

All content copyright © 5one All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 2

All content copyright © 5one All rights reserved. Confidential. Introduction 150,000 ClubCard customers targeted utilising 5one’s targeting tool Campaign period: 22 Jan – 26 Feb Both Current and New shoppers targeted: 3,464 Current 146,529 New Offer: R10 off when you spend R60 or more on any Sister Lilian product Control group of look alike customers measured over exact same campaign period 3

All content copyright © 5one All rights reserved. Confidential. The Mailing 4

All content copyright © 5one All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 5

All content copyright © 5one All rights reserved. Confidential. 6 Targeted Coupon: Redemption Redemption: customers who bought featured product at the same time as handing in the coupon. Overall redemption rate is below average: 0.05% (above 1% is ‘good’ for Current, 0.5% ‘good’ for New) Good redemption rate achieved amongst current shoppers Low redemption rate amongst new shoppers, indicative of niched / low awareness range How many mailants shopped the promoted products? CouponMailedRedeemedRed. Rate Current 3, % New 146, % TOTAL 149, %

All content copyright © 5one 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 significantly higher than redemption rate, but is still below average: 0.2% (above 2% is ‘good’ for Current, above 1% for New) Again, significantly higher response rates generated by Current shoppers: 4.9% Of the 232 responders, 63 new shoppers were gained who had not purchase the brand before CouponMailedRedeemedRed. RateRespondedResp. Rate Current 3, %1694.9% New 146, %630.04% TOTAL 149, % %

All content copyright © 5one All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 8

All content copyright © 5one All rights reserved. Confidential. 9 9 Incremental Shoppers Although response rate was low, control group shopped at a significantly lower rate. This means that nearly all responders were 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? Coupon Mailed Resp. Rate Responded Control Resp. Rate Incremental Shoppers % Incremental Current 4.9%1690.0% 15995% New 0.04%630.0% 6095% TOTAL 0.2% % 21995%

All content copyright © 5one All rights reserved. Confidential. 10 Incremental Units How many more units were purchased? Total number of units purchased 303, of which 96% was incremental: Current shoppers: 96% incremental units New shoppers: 94% incremental units Coupon Total Mailed Units Incremental Units % Incremental Current % New % TOTAL %

All content copyright © 5one All rights reserved. Confidential. 11 Incremental Sales How many more sales were achieved? Total mailed sales of R17,977 achieved most of which were incremental: 96% *sales through the till ex VAT Coupon Total Mailed Sales Incremental Sales % Incremental Current R 14,719R 14,10896% New R 3,258R 3,12296% TOTAL R 17,977R 17,23096%

All content copyright © 5one All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 12

All content copyright © 5one All rights reserved. Confidential. 13 Immediate Return On Investment Overall ROI is negative: -66% Exceptionally high ROI amongst Current shoppers: 1122% Overall negative ROI a result of the low response rate of New shoppers: -94% What was the immediate ROI of the targeted coupon? Coupon Total Mailed Sales Incremental Sales Production Costs Gross Profit ROI Current R 14,719R 14,108R 1,155R 12, % New R 3,258R 3,122R 48,845-R 45,723-94% TOTAL R 17,977R 17,230 R 50,000 - R 32, %

All content copyright © 5one All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 14

All content copyright © 5one All rights reserved. Confidential. 15 Campaign Summary Overall campaign generated below average response: Redemption rate: 0.05% (80 shoppers) Response rate: 0,2% (232 shoppers) However highly successful at driving incremental behaviour: Shoppers: 219 (95%) Units: 290 (96%) Sales: R17,230 (96%) Overall campaign generated a below average immediate ROI: Profit: - R32,770 ROI: -66% Campaign performance indicative of a niched / low awareness range Current shopper behaviour to the campaign does indicate high loyalty to the product and should focus on raising awareness amongst Clicks shoppers

All content copyright © 5one All rights reserved. Confidential Raise awareness of the Sister Lilian range amongst ClubCard shoppers 2.Continue to use targeted coupons to invoke re-purchase amongst current shoppers as well as to gain new shoppers to the brands 3.Test higher reward level for New customers Recommendations

All content copyright © 5one All rights reserved. Confidential. Thank-you Robert Grace – 5one Senior Consultant Nikki Emerton – 5one Account Manager