1. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Clicks Acdoco Targeted Voucher January Cashback ClubCard Mailing Post-Campaign Report March 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 99,960 ClubCard customers targeted utilising 5one’s targeting tool Campaign period: 22 Jan – 26 Feb Both Current and New shoppers targeted: 8,349 Current 91,611 New Offer: Save R3.50 when you buy any Lifestyle Condoms 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 below average considering the high number of new shoppers targeted: 0.39% (above 1% is ‘good’ for Current, 0.5% ‘good’ for New) Of the 385 redeemers, 301 were current shoppers How many mailants shopped the promoted products? CouponMailedRedeemedRed. Rate Current 8,3493013.60% New 91,611840.09% TOTAL 99,960 3850.39%

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 below average: 1.3% (above 2% is ‘good’ for Current, above 1% for New) Response rates generated by Current shoppers: 12% Of the 1,258 responders, 1,044 were new; meaning 214 new shoppers were gained CouponMailedRedeemedRed. Rate Responde d Resp. Rate Current 8,3493013.60%1044.112.5% New 91,611840.09%213.90.2% TOTAL 99,960 3850.39%1,2581.3%

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 Control response rates, however still significantly lower compared to mailed response rates Overall 34% of shoppers were incremental % incremental shoppers for Current: 84% % incremental shoppers for New: -207% 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? Coupon Mailed Resp. Rate Responded Control Resp. Rate Incremental Shoppers % Incremental Current 12.5%1044.10.8%53584% New 0.2%213.90.7%171-207% TOTAL 1.3%1,2580.7% 53734%

10. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 10 Incremental Units How many more units were purchased? Total number of units purchased 727, of which 34% was incremental: Current shopper: 42% incremental units New shopper: -6% incremental units Coupon Total Mailed Units Incremental Units % Incremental Current 1,77775042% New 369-23-6% TOTAL 2,146 72734%

11. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 11 Incremental Sales CouponTotal Mailed SalesIncremental% Incremental Current R 21,335R 9,56945% New R 4,072-R 954-23% TOTAL R 25,407R 8,61534% How many more sales were achieved? Total mailed sales of R25,507 achieved: Current shopper generating high 45% of incremental sales New shopper generating lower -23% incremental sales *sales through the till ex VAT

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 Immediate Return On Investment Overall ROI is negative: -14% However, exceptionally high ROI amongst Current shoppers: 1046% Low ROI generate amongst New shoppers: -110% What was the immediate ROI of the targeted coupon? Coupon Total Mailed Sales Incremental Sales Production Costs Gross Profit ROI Current R 21,335R 9,569 R 835R 8,7331046% New R 4,072-R 954 R 9,165-R 10,118-110% TOTAL R 25,407R 8,615 R 10,000 -R 1,385-14%

14. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 14

15. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 15 Campaign Summary Overall campaign generated response: Redemption rate: 0.39% (385 shoppers) Response rate: 1.3% (1,258 shoppers) Successful at driving incremental behaviour: Shoppers: 537 (43%) Units: 727 (34%) Sales: R 8,615 (34%) Overall campaign generated a below average immediate ROI: Profit: -R 1,385 ROI: -14%

16. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 16 1.Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands 2.Test both Current & New offers using high/low value split for reward levels Recommendations

17. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Thank-you Robert Grace – 5one Senior Consultant robert.grace@newclicks.com