January 2012 Cash-back mailing Bio-Strath supplier offer Post-campaign Report Feb 2012

Contents Introduction Redemption Response Immediate ROI Average Customer Spend Summary, Conclusions & Recommendations 2

Introduction 3 150,000 sample of all qualifying ClubCard members: current Bio Strath users in the past 12 months new / potential shoppers – who have not purchased Bio Strath in the past 12 months but have the propensity to shop within the lifestyle supplements department R5 OFF any of Bio-Strath Elixir 200ml or Bio-Strath 100 tablets. Campaign period 20 January 2012 to 22 February 2012

Targeted Coupon: Redemption 4 Redemption: mailed shoppers who bought featured product at the same time as handing in the coupon CouponMailedRedeemedRed. Rate Current Users2, % New Users147, % TOTAL150, %

Targeted Coupon: Total Response 5 Response: mailed customers who received the offer and bought Bio-Strath products with or without redeeming the coupon. A more accurate metric for campaign success as the coupon acts as a call to action and a marketing message. (Buying without redeeming is the ideal as the supplier does not carry the cost) A larger percentage of redemptions and overall response to tablets rather than syrup across both markets Current users respond better than new users TargetSKU Redeemed per SKU Redeemed Total Red. RateResponded Responded Total Resp. Rate Current Users Elixir 200ml % % 100 Tablets31133 New Users Elixir 200ml % % 100 Tablets45139 TOTAL % %

Immediate Return on Investment 6 What was the immediate ROI of the coupon within offer period? *Revenue less redemption and marketing cost TargetSKU Total Mailed Sales per SKU Total Mailed Sales Redemption Cost Marketing Cost Gross Profit ROI Current Users Elixir 200mlR 6,622 R 22,264 R TabletsR 15,642R 155 New Users Elixir 200mlR 9,876 R 25,840 R TabletsR 15,964R 225 TOTALR 48,104 R 520R 53,000-R 5, %

Summary Overall campaign generated the following response: Redemption rate: 0.9% (104 shoppers) Overall response rate within offer period: 4.3% ( 432 shoppers ) Response by current users: 8.45% ( 193 shoppers ) Response by new users: 0.16% ( 239 shoppers ) 63% of sales from tablets ( 272 shoppers ) 37% of sales from syrup ( 160 shoppers ) Mailed Sales within offer period: R48, ROI: % 7

Conclusions 1.As expected, sales from existing users was much better than new prospects. 2.The redemption for existing users was good and the results indicate that the voucher served as awareness and stimulated further sales without voucher redemption 3.The redemption from new prospects was poor but the voucher served as awareness and stimulated further sales without redemption and increased overall response to acceptable levels. 4.New users redeemed at a higher rate than existing users (Existing 40/193 sales i.e. 20% vs of total vs 64/239 i.e. 27%) 5.Sales of the tablets far exceeded the syrup. 8

Recommendations 1.Considering that a large proportion of shoppers targeted had not purchased Bio Strath before this is a good result. Repeat purchases from new buyers will soon turn the small loss into a profit. 2.Consider testing various Rands-off offers to new shopper to assess the optimal offer. 9

Thank You Clicks Data Analyst: Jaco Van Staden Enquiries: Belinda Walsh K&B Direct