All content copyright © 5one All rights reserved. Confidential. Sister Lilian Targeted Coupon July CashBack ClubCard Mailing Post-Campaign Report

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 149,876 ClubCard customers targeted utilising 5one’s targeting tool Campaign period: 28 June 2010 – 30 July 2010 Both Current and New customers targeted: 1,300 Current shoppers 148,576 New shoppers Reward level tested: Buy any 2 Sister Lilian Remedie and get R15.00 off Buy any Sister Lilian Remedies products and get R10.00 off Control group of look alike customers measured over the 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: 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 0.05% (above 1% is ‘good’ for Current, 0.5% ‘good’ for New) CouponMailedRedeemedRed. Rate New R10 148, % Current R15 1, % 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 is low: 0.19% (above 2% is ‘good’ for Current, above 1% for New) However, response rate amongst Current shoppers is excellent 5.23% New offer driving an additional 216 new shoppers to the brand CouponMailedRedeemedRed. RateRespondedResp. Rate New R10 148, % % Current R15 1, %685.23% 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 Coupon Mailed Resp. Rate Responded Control Resp. Rate Incremental Shoppers % Incremental New R %2160.1%13462% Current R %686.3% -0% TOTAL 0.19%2840.1%13447% Overall 47% incremental shoppers, with 62% of New shoppers being incremental Control response rate for current shoppers is quite high, an indication of a promotion perhaps? 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?

All content copyright © 5one All rights reserved. Confidential. 10 Incremental Units How many more units were purchased? 45% of total units purchased incremental Coupon Total Mailed Units Incremental Units % Incremental New R % Current R % TOTAL %

All content copyright © 5one All rights reserved. Confidential. 11 Incremental Sales How many more sales were achieved? Total mailed sales of R21k was achieved, with 45% sales being incremental Coupon Total Mailed Sales Incremental Sales % Incremental Incremental / Responder New R10 R 16,021R 9,88962%R 45.8 Current R15 R 5,969-0%- TOTAL R 21,990R 9,88945%R 34.8

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: -72% What was the immediate ROI of the targeted coupon based on Incremental sales? Coupon Total Mailed Sales Incremental Sales Production Costs Gross Profit ROI New R10 R 16,021R 9,889R 34,696 -R 24,808-71% Current R15 R 5,969-R 304-R % TOTAL R 21,990R 9,889R R 25,111-72%

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 Overall campaign generated ideal response: Redemption rate: 0.05% (77 shoppers) Response rate: 0.19% (284 shoppers) Highly successful at driving incremental behaviour: Shoppers: 134 (47%) Units: 168 (45%) Sales: R9,889 (45%) Overall campaign generated a negative immediate ROI -72% Campaign Summary

All content copyright © 5one All rights reserved. Confidential Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands 2.Test broader offer for new customers (less niched / fewer constraints) 3.In-depth analysis of what the Vital shopper looks like, how they shop across the range and what competitor products they are purchasing into Recommendations

All content copyright © 5one All rights reserved. Confidential. Thank-you Nikki Emerton – Account Manager Zakariya Patel – Analyst