1. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Clicks Eetless Targeted Voucher January Cashback ClubCard Mailing Post-Campaign Report April 2010

2. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 2

3. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Introduction 99,981 ClubCard customers targeted utilising 5one’s targeting tool Campaign period: 22 Jan – 26 Feb Both Current and New shoppers targeted: 12,066 Current 87,915 New Offer: Save R5 when you buy either Eetless Hoodia or Heatboost pills Control group of look alike customers measured over exact same campaign period 3

4. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. The Mailing 4

5. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 5

6. All content copyright © 5one 2001 - 2010. 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 low: 0.24% (typically around 0.5% - 1% is deemed as good) Of the 239 redeemers, 30 were new shoppers How many mailants shopped the promoted products? CouponMailedRedeemedRed. Rate Current 12,066 2091.73% New 87,915 300.03% TOTAL 99,981 2390.24%

7. All content copyright © 5one 2001 - 2010. 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: 0.7% (typically 1% - 2% is deemed as ‘good’) However excellent response rates generated amongst Current shoppers: 5.1% Of the 697 responders, 84 new shoppers were gained CouponMailedRedeemedRed. RateRespondedResp. Rate Current 12,066 2091.73%6135.1% New 87,915 300.03%840.1% TOTAL 99,981 2390.24% 6970.7%

8. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 8

9. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 9 9 Incremental Shoppers, Sales & Units LevelResponseIncremental% Incremental Shoppers69745852% Sales R 75,117R 41,98356% Units 80743854% Overall, high uplift achieved across all metrics: Number of shoppers increases from 239 to 697, with 52% being incremental Sales increases from R33k to R75k, with 56% being incremental Total Units increases from 369 to 807, with 54% 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.

10. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 10

11. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 11 Immediate Return On Investment Overall ROI is negative: -16% What was the immediate ROI of the targeted coupon? Coupon Total Mailed Sales Incremental Sales Production Costs Gross Profit ROI R5 off R 75,117R 41,983 R 50,000 -R 8,017-16%

12. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 12

13. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 13 Campaign Summary Overall campaign generated slightly below average response: Redemption rate: 0.24% (239 shoppers) Response rate: 0.7% (697 shoppers) However, compared to control group behaviour highly successful at driving incremental behaviour: Shoppers: 364 (52%) Units: 438 (54%) Sales: R 41,983 (56%) Overall campaign generated a below average immediate ROI: Profit: -R 8,017 ROI: -16% Campaign results indicative of niche/low awareness product range given the low numbers of current customers available

14. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 14 1.Raise awareness of the product range amongst Clicks shoppers 2.Continue to use targeted coupons to gain more profitable customer behaviour 3.Test higher offer levels Recommendations

15. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Thank-you Robert Grace – 5one Senior Consultant robert.grace@newclicks.com Nikki Emerton – 5one Account Manager Nikki.emerton@5one.co.za Zakariya Patel – 5one Junior Analyst Zakariya.patel@5one.co.za