1. All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. Ethnic Hair care: Hair relaxer kits Targeted Coupon December CashBack ClubCard Mailing Post-Campaign Report January 2011

2. All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 2

3. All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. Introduction 100,000 ClubCard customers targeted utilising 5one’s targeting tool Campaign period: 29 Oct 2010 – 26 Dec 2010 Only New customers to hair relaxer kits in Clicks Reward level constructed tested: R10 off the purchase of any hair relaxer kit like Motions, Organic Roots, Dark ‘n Lovely, Beautiful Beginnings etc. Control group of look alike shoppers measured over the campaign period 3

4. All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. The Mailing 4

5. All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 5

6. All content copyright © 5one 2001 - 2011. 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 good: 1.2% (above 1% is ‘good’ for Current shoppers, 0.5% ‘good’ for New shoppers) CouponMailedRedeemedRed. Rate R10 off100,0001,2251.2%

7. All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. 7 Targeted Coupon: Response Response: shoppers 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 excellent: 6.2% (above 2% is ‘good’ for Current shoppers, above 1% for New shoppers) Offer driving an additional 6,522 new shoppers to purchase hair relaxer kits! CouponMailedRedeemedRed. RateRespondedResp. Rate R10 off100,0001,2251.2%6,5226.2%

8. All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 8

9. All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. 9 9 Incremental Shoppers Coupon Mailed Resp. Rate Responded Control Resp. Rate Incremental Shoppers % Incremental R10 off6.5%6,5222.9%3,64456% Overall the mailed group shopped at a higher rate than targeted shoppers resulting in 56% of shoppers being 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?

10. All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. 10 Incremental Units How many more units were purchased? The mailed group shopped at a higher rate than the control group resulting in 62% of total units being incremental CouponTotal Mailed UnitsIncremental Units% Incremental R10 off8,5355,26962%

11. All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. 11 Incremental Sales How many more sales were achieved? Total mailed sales of R415k achieved, with 56% sales being incremental Coupon Total Mailed Sales Incremental Sales % Incremental Incremental / Responder R10 off R 414,931 R 233,23256%R 35.80

12. All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 12

13. All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. 13 Immediate Return On Investment Overall ROI is excellent: 2232% What was the immediate ROI of the targeted coupon based on Incremental sales? Coupon Total Mailed Sales Incremental Sales Production Costs Gross Profit ROI R10 off R 414,931 R 233,232 R 10,000 R 223,2322232%

14. All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 14

15. All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. 15 Overall campaign generated ideal response: Redemption rate: 1.2% (1,225 shoppers) Response rate: 6.5% (6,522 shoppers) Highly successful at driving incremental behaviour: Shoppers: 3,644 (56%) Units: 5,269 (62%) Sales: R233,232 (56%) Overall campaign generated immediate ROI of 2232% at a promoted product level Campaign Summary

16. All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. 16 1.Continue to use targeted coupons to invoke re-purchase and gain new shoppers to hair relaxer kits in Clicks 2.Test different offer levels for new customers (high/low) 3.In-depth analysis of what a hair relaxer kit shopper looks like, how they shop across the ranges Recommendations

17. All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. Thank-you Nikki Emerton – 5one Account Manager Nikki.emerton@5one.co.za