1. 84.51 Direct Mail
Cesar_Recruitment_Direct Mail_Q22016_8451

2. CESAR Wet Direct Mail Kroger 84.51 Q2 2016
Understand what triggers a new Wet DOHH to enter and stay in the category
Test conversation triggers – coupon only vs. 1, 3 or 5 samples w/bb coupon
Targeted CESAR Wet direct mailer sent to dog owning HHs that:
Buy Dry dog food but not buying wet
Buy Dry dog + heavy treat buyer not buying wet
Buy Small Breed Dry dog buyers but not buying wet
Each target segment received either a coupon only for 7 FREE, 1 sample/3 samples or 5 samples plus a coupon for 7 FREE
New to category HH Pen
Incremental sales lift
Offer redemption and repeat purchase
1 sample + 7 FREE coupon
3 samples + 7 FREE coupon
5 samples + 7 FREE coupon
Average redemption rate 21.6% (including coupon only segment)
CESAR program acquired 40,000 new HH to the brand
Over $220,000 in incremental sales (long term results 3/25/17)
3 sample most effective and efficient at bringing new DOHH
Sending physical samples is more effective than coupon only but difficult to scale to a larger audience due to higher investment costs
Cesar_Recruitment_Direct Mail_Q22016_8451

3. Redemption Plus Repeat Purchase Results
CESAR Wet
Direct Mail
Kroger
84.51
Q2 2016
3 and 5 count sampling and targeting “Small Dog Variant” HH is proven to be most effective in influencing the shopper
3 samples more efficient and just as effective as 5 samples
25% repeat purchase accounting for 37% of total program sales
Redemption Plus Repeat Purchase Results
Cesar_Recruitment_Direct Mail_Q22016_8451
Source: 84.51, Cesar Panels, 23 week, Dec 3, 2016