CHRISTMAS 2019 REVIEW FOR SUPERMARKETS ADVERTISING MAIL A review - PowerPoint PPT Presentation

CHRISTMAS 2019 REVIEW FOR SUPERMARKETS ADVERTISING MAIL A review of direct mail and door drop performance for key supermarkets using JICMAIL, the industry’s planning currency data For further analysis or queries email tara@jicmail.org.uk

CHRISTMAS 2019: SUPERMARKET ADMAIL Discover how target Discover how target Reach, Frequency and Lifespan audiences interact with audiences interact with ad mail ad mail Across Christmas 2019 the average item of DM was live in the home for nearly 11 days, it reached 1.10 people per household and was engaged with 5.7 times (Actions per item) Reach, Frequency and Lifespan 12.00 1.14 1.12 10.67 9.95 1.12 1.12 10.00 1.10 1.10 8.00 6.66 6.47 1.08 5.72 6.00 4.78 1.06 1.04 4.00 3.16 1.04 2.83 2.00 1.02 0.00 1.00 XMAS 2018 XMAS 2019 XMAS 2018 DOOR XMAS 2019 DOOR ADDRESSED MAIL ADDRESSED MAIL DROPS DROPS Avg Lifespan (Days) Avg. Frequency (Actions per item) Item Reach - People per home For further analysis or queries email tara@jicmail.org.uk Source: Kantar TNS ITEM DATA Q22017 – Q42019 n= 133627 all items, SM ITEMS n = 9213, SM ADDRESSED MAIL n = 4416, SM DOOR DROPS n = 431

CHRISTMAS 2019: Addressed Mail (DM) Discover new metrics Discover new metrics Commercial actions taken with addressed mail for DM for DM Use of vouchers and discount codes at 36% and 14% of DM items compares with upper funnel product discovery and word of mouth sharing actions at 13% of items and online journeys initiated by 7% of items Commercial Actions taken: % of Addressed Mail 40 % 37 % 35 % 36 % Addressed Avg P24M 30 % XMAS 2019 ADDRESSED MAIL 25 % 20 % 13 % 15 % 11 % 14 % 13 % 10 % 7 % 6 % 10 % 4 % 3 % 7 % 7 % 5 % 3 % 0 % Used A Bought Discussed With Visited Sender's Planned A Large Visited Sender's Went Online For More Voucher/Discount Something/Paid Someone Shop/Office Purchase Website Info Code Source: Kantar TNS ITEM DATA Q22017 – Q42019 n= 133627 all items, SM ITEMS n = 9213, SM ADDRESSED MAIL n = 4416, SM DOOR DROPS n = 4313

CHRISTMAS 2019: Door Drops Discover new metrics Discover new metrics Commercial Actions taken with supermarket door drops for Door Drops for Door Drops Over Christmas 2019, 9% of door drops in the SM sector resulted in Buying/ Response behaviours (green arrows) while 12% of SM door drops drove upper funnel discovery and on-line actions (amber arrows) 12 % 11 % 10 % 9 % AVG P24M XMAS 2019 8 % 7 % 7 % 6 % 4 % 3 % 2 % 2 % 2 % 1 % 0 % BRAND DISCOVERY BUYING BEHAVIOUR DIRECT RESPONSE (Visited ONLINE BEHAVIOUR (Planned A Large Purchase (Bought Something/Paid OR Sender's Shop/Office OR (Visited Sender's Website OR Discussed With Used A Voucher/Discount Called The Sender) OR Went Online For More Someone) Code ) Info) For further analysis or queries email tara@jicmail.org.uk Source: Kantar TNS ITEM DATA Q22017 – Q42019 n= 133627 all items, SM ITEMS n = 9213, SM ADDRESSED MAIL n = 4416, SM DOOR DROPS n = 4313, SM DOOR DROPS XMAS 2019 - 393

CHRISTMAS 2019: Addressed Mail (DM) Discover new metrics Discover new metrics Physical actions Xmas 2019 vs last two years for DM for DM Open and read rates for DM are high at 85% and 70% and marginally higher than the 24 month average Physical Actions taken: % of Addressed Mail 90 % 85 % 81 % 80 % 70 % 70 % 65 % Addressed Avg P24M XMAS 2019 ADDRESSED MAIL 60 % 50 % 38 % 37 % 40 % 27 % 30 % 25 % 21 % 20 % 18 % 17 % 16 % 20 % 10 % 10 % 0 % Opened It Read/Looked At It Discarded/Recycled Put It Aside To Look Used/Did Something Put It In Usual Place Took It Out The At Later With The Info House (e.g. To Work) For further analysis or queries email tara@jicmail.org.uk Source: Kantar TNS ITEM DATA Q22017 – Q42019 n= 133627 all items, SM ITEMS n = 9213, SM ADDRESSED MAIL n = 4416, SM DOOR DROPS n = 4313

CHRISTMAS 2019: Door Drops Discover engagement Discover engagement Physical actions Xmas 2019 vs last two years rates with Door Drops rates with Door Drops The Read Rate for door drops is 71% with further interaction rates for follow-up actions higher for 2019 Xmas. Over 35% of items record a subsequent action. (For example, 23% of items are put aside to look at later) Physical Actions: % of Door Drops 80 % 71 % 69 % 70 % 60 % Door Drop Avg P24M 50 % XMAS 2019 DOOR DROP 40 % 30 % 23 % 21 % 20 % 6 % 6 % 10 % 4 % 3 % 2 % 2 % 2 % 1 % 1 % 1 % 1 % 0 % 0 % Read/Looked At Put It Aside To Put It On Display Took It Out The Filed It Used/Did Put It In Usual Passed It It Look At Later (e.g. Fridge) House (e.g. To Something With Place On/Left Out Work) The Info For further analysis or queries email tara@jicmail.org.uk Source: Kantar TNS ITEM DATA Q22017 – Q42019 n= 133627 all items, SM ITEMS n = 9213, SM ADDRESSED MAIL n = 4416, SM DOOR DROPS n = 4313