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Mag. Review: . Customer Insight Analysis. July 2010 . Contents. Introduction. Shopper Profiling. Basket Analysis. Next Steps. 2. 3. 1. Introduction. Introduction. Clicks Slow-. Mag. analysis commissioned in July 2010 . ID: 284690 Download Presentation

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Presentations text content in Slow-

Slide1

Slow-Mag Review: Customer Insight Analysis

July 2010

Slide2

Contents

IntroductionShopper ProfilingBasket AnalysisNext Steps

2

Slide3

3

1. Introduction

Slide4

Introduction

Clicks Slow-Mag analysis commissioned in July 2010 Analysis based on the Clicks ClubCard shopper behaviour on the Slow-Mag brand Analysis has been carried out at a number of levels, outlined below:Slow-Mag : Topline levelRange: Slow-Mag Tablets, Slow-Mag Capsules, Slow-Mag FizzyTotal SKU count: 8Analysis period: 17 June 09 – 16 June 10Category: Lifestyle Supplements

4

Slide5

5

Introduction: Topline Stats

Slow-Mag shoppers21,768Average Slow-Mag spend per customerR 184Baskets containing Slow-Mag 39,033Average baskets containing Slow-Mag per customer1.78Average Slow-Mag spend per basketR 104Average Slow-Mag units per customer2.05Average Slow-Mag units per basket1.15Baskets containing multiple units9.8%

Customers are likely to buy about 2 Slow-Mag units in a year over 1 to 2 baskets

Shopping stats and behaviour

of Clicks ClubCard holders over the previous 12 months

(

17 June 2009 – 16 June 2010

):

Slide6

6

Introduction: Topline Stats by Range

Shopper TypeVolume% Total ShoppersSlow-Mag Capsules 11,98355%Slow-Mag Fizzy1,4894%Slow-Mag Tablets10,33244%

Shopper type volumes by ranges:

If over two-thirds of purchases are within a range they are categorised as that shopper type, otherwise they are combination shoppers; there are no Slow-

Mag

Combination shoppers

Slow-

Mag

Fizzy

has the smallest % of total shoppers, i.e.

4%

Slide7

7

2. Shopper Profiling

Slide8

8

Profiling: Introduction

Profiling can assist with the look & feel of a marketing campaign, with packaging and with NPD.Question: What do Slow-Mag shoppers look like?Answer: We will examine customers by: Segment profileAge profileGender profileEthnicity

Slide9

9

Shopper Segment Profiling

Shopper segments based on transactional information and demographic data.Products are grouped together based on how they are bought, then the customers who buy them analysed to determine what is most important to each segment.Each segment is then analysed in more detail to create an enriched profile.

Slide10

An index is an easy way of showing the difference between customer groupsFor example:40% of Healthy at Heart buy Vitamin CBut 20% of all customers buy Vitamin C We can see from this example that Healthy at Heart are twice as likely to buy Vitamin C, using an index:40/20*100 = 200

Understanding Indices and Volume

Understanding Indices and Volume

Slide11

11

Shopper Lifestyle Segment Profiling: Brand Level

Slow-Mag shoppers mainly Ageless Beauty and Healthy at HeartMore likely to be Ageless Beauty, Healthy at Heart and Sophisticated Me compared to Lifestyle Supplements category Slow-Mag is currently not appealing to a budget shopper. Under-indexes on all other segments, but especially on Big Brands + Bargains and Movin On Up segments

Slide12

Shopper Value Segment Profiling: Brand Level

Low valueInfrequent basketsOccasional top-upOccasional modestOccasional largeFrequent modestTop shopperFrequent small

12

Few itemsTop-upSmall basketsMedium basketsLarge basketsTrolleys<R28R28-47R48-82R83-120R120-200>R200

Infrequent

1-2 over 12w

Occasional

3-5 over 12w

Regular

6-10 over 12w

Frequent

>10 over 12w

Slide13

InfrequentOccasionalRegularFrequent

Few itemsTop-upSmall basketsMedium basketsLarge basketsTrolleys

Shopper Value Segment Profiling: Brand Level

Low value1% (295)42Infrequent baskets11% (2,340) 74Occasional top-up2% (490)53Occasional modest8% (1,658) 69Occasional large25% (5,522) 135Frequent modest9% (1,984)87Top shopper36% (7,912)139Frequent small3% (609)68

13

Check volumes, i.e. Number of shoppers

Slide14

14

Shopper Value Segment Profiling: Brand Level

Slow-

Mag

shoppers mainly

Top

Shoppers

and

Frequent Modest Shoppers

more likely to fall into these segments in comparison to Lifestyle Supplements category as a whole

U

nder-indexes on all other value segments

Slide15

15

Shopper Age Profiling: Slow-

Mag Brand Level

Majority of Slow-Mag shoppers are older, i.e. 46-65 years Slow-Mag shoppers are more likely to be older and also less likely to be under 35 years

Slide16

16

Shopper Gender Profiling: Slow-Mag Brand Level

Majority of Slow-Mag shoppers are FemaleSlightly less likely than the Lifestyle Supplements category to be Male

Slide17

17

Shopper Ethnicity Profiling: Slow-Mag Brand Level

Majority of Slow-Mag shoppers are White Under-indexing on Black and Asian shoppers, in comparison to Lifestyle Supplements category

Slide18

18

Shopper Type Segment Profiling: Range Level

In comparison to the other ranges:

Shopper type are fairly consistent in distribution

Slow-

Mag

Tablets

have the highest proportion of

Healthy at Heart

and lowest proportion of

Sensible & Su$$

ed

Slow-

Mag

Fizzy

range attracting highest proportion of

Beauty on a Budget, Classic

Gifters

, Metro-Groomers, Sophisticated me

and

Sensible + Su$$

ed

Slide19

19

Shopper Type Value Segment Profiling: Range Level

Value Segment profiles are fairly similar across the shopper types

Encouraging that most shoppers are Top Shoppers – can we increase the frequency of Slow-

Mag

purchase as they are in store frequently

Slide20

20

Shopper Type Age Profiling: Range Level

Slow-Mag Fizzy shoppers attract the highest proportion of younger shoppers – Potentially parents buying for kids?Slow-Mag Tablets attract the highest proportion of age 55+

Slide21

21

Shopper Type Ethnicity Profiling: Range Level

As expected, majority of shoppers are WhiteAlthough % is small Slow-Mag Tablets attracting the smallest proportion of Black shoppers

Slide22

Profiling: Conclusions

Slow-Mag Brand Level:Slow-Mag shoppers mainly White Females, aged 46-65, are Ageless Beauty and Healthy at Heart shoppers who have a high visit frequency at Clicks Compared to the Lifestyle Supplements Category, Slow-Mag shoppers are less budget focused, older and less likely to be Male and BlackRange Level:Slow-Mag Tablets attracting highest proportion of Healthy at Heart shoppers, who are more likely to be older and WhiteSlow-Mag Fizzy range attracting highest proportion of budget segments like Beauty on a Budget and Metro-Groomers, attracting the highest proportion of younger shoppers Slow-Mag Capsules range attracting the lowest proportion of Beauty On A Budget and Big Brands + Bargains, who are more likely to be older and white

22

Slide23

23

3

.

Basket Analysis

Slide24

24

Basket Analysis: Introduction

Having now understood what Slow-Mag shoppers buy from the range, a basket analysis seeks to understand the behaviour of range shoppers in the context of their wider purchasing at Clicks.It provides insight into key shopper areas & most important SKUs to Slow-Mag shoppers.Question: What else do Slow-Mag shoppers purchase?Answer: We will examine Slow-Mag shopper behaviour by: Purchasing by customer (within same year)Purchasing by basket

Slide25

25

Basket Analysis By Shopper: Overall

DeptSub DeptClass% ShoppersSalesACVTrans010 Scheduled Medicines096 Pharmacy Nonmerch Items001 Pharmacy Nonmerch Items79% R - R - 9.40004 Health174 Medicinal001 Gastrointestinal61% R 3,405,120 R 255 3.81001 Beauty049 Haircare Caucasian005 Shampoo60% R1,861,374 R 143 3.19004 Health174 Medicinal010 Analgesics & Antipyretics52% R 751,674 R 67 2.80004 Health209 Lifestyle Supplements005 Minerals48% R 2,604,561 R 250 3.02001 Beauty049 Haircare Caucasian001 Styling Aids47% R 1,237,205 R 122 2.94001 Beauty054 Hand And Body Skincare001 Hand And Body Lotion45% R 719,708 R 74 2.46004 Health175 First Aid001 Woundcare45% R 520,715 R 53 2.05001 Beauty028 Facial Skincare001 Essential Care44% R 1,615,655 R 168 2.94004 Health209 Lifestyle Supplements003 Immune Support43% R 2,286,141 R 244 3.02004 Health053 Body Fresheners001 Aerosol Deodorant Ladies42% R 698,326 R 76 3.20004 Health174 Medicinal002 Cough & Cold42% R 711,322 R 78 2.09004 Health174 Medicinal003 Eye & Ear Care41% R 1,430,512 R 160 2.52004 Health042 Baby Toiletries001 Baby Toiletries41% R 769,751 R 87 2.48

Table above displays, overall, the most popular other classes purchased by Slow-

Mag

shoppers at Clicks within the last 12 months

The next slide analyses the % of Slow-

Mag

baskets containing products from competing areas

Slide26

26

Basket Analysis By Shopper: Within Lifestyle Supplements

Sub DeptClass% ShoppersSalesACVTrans209 Lifestyle Supplements005 Minerals48% R 2,604,561 R 250 3.02003 Immune Support43% R 2,286,141 R 244 3.02007 Supplements Oils23% R 924,899 R 185 2.41002 Female Health18% R 1,008,124 R 262 2.53004 Joint & Bone Support18% R 1,240,230 R 324 2.30001 Cardiovascular15% R 697,400 R 220 2.63008 Mens Health0.1% R 4,818 R 166 1.34

In total,

R8.8m

spent on other Lifestyle Supplements by Slow-

Mag

shoppers over 12 months

Slide27

27

Basket Analysis By Shopper: Competing Areas

SKU Desc% Slow-Mag ShoppersSalesACVTransCaltrate Plus Calcium Supplement 60s Tablets9% R 495,634 R 243 2.19Clicks Magnesium 30s Capsules8% R 235,498 R 141 2.01Clicks Magnesium Tabs 607% R 137,398 R 94 1.51Caltrate Plus Calcium Supplement 30s Tabs7% R 198,527 R 136 1.77Clicks Magnesium Tabs 1006% R 179,918 R 132 1.75Clicks Calcium&Magnesium Tablets 60s5% R 97,330 R 84 1.64Sandoz Calcuim Optim Plus Tablets 60s3% R 128,417 R 198 2.17Clicks Calcium & Magnesium Tablets 90s3% R 69,770 R 111 1.65Crampease Night 30 Capules3% R 47,399 R 79 1.75Sandoz Calcium Forte 500mg 20s3% R 163,536 R 280 3.21

Sub Dept

Class

% Shoppers

Sales

ACV

Trans

209 Lifestyle

Supplements

005 Minerals

48%

R 2,604,561

R 250

3.02

Slide28

28

Basket Analysis By Shopper: Competing Areas

SKU Desc% Slow-Mag ShoppersSalesACVTransProcydin Capsules 608% R 369,342 R 211 3.08Clicks Vitaminc Supreme Antioxidant 100tab6% R 107,349 R 78 1.82Viralchoice Cap 605% R 135,824 R 127 1.61Calcvita Vit Tablets 20 S5% R 120,121 R 114 1.61Viral Guard Tablets 604% R 152,556 R 157 1.84Calcvita Vitamin Tabs 10 S3% R 33,876 R 45 1.38Viralchoice C Capsules 303% R 45,684 R 82 1.31Cal C Vita Immune Protector Effervescent 202% R 57,732 R106 1.40Biostrath Tablets 100s2% R 98,603 R 194 1.74Calcvita Effervescent Tablet 30 S2% R 85,182 R 169 1.89

Sub Dept

Class

% Shoppers

Sales

ACV

Trans

209 Lifestyle

Supplements

003 Immune Support

43%

R 2,286,141

R 244

3.02

Slide29

29

Basket Analysis By Shopper: Competing Areas

SKU Desc% Slow-Mag ShoppersSalesACVTransClicks Omega 3 And 6 1000mg 90s5% R 127,963 R 115 1.77Clicks Flaxseed 1000mg Caps 905% R 119,542 R 116 1.94Clicks Salmon Oil Omega3 1000 60 Capsules4% R 92,303 R 107 2.12Revite Omega3 Fish Oil 1000mg 904% R 115,070 R 134 1.88Revite Flax Seed Oil 1000mg 903% R 83,228 R 120 1.62Omega Select Flaxseed Oil 90&90 Vagecaps3% R 95,947 R 165 1.31Revite Epo Salmon Cp 1000mg 903% R 66,175 R 114 1.54Omega Select Omega 3&6 60&60 Vegecaps2% R 45,745 R 120 1.32Revite Epo Double Strength 1000mg 90 Capsules1% R 33,260 R 115 1.59Flaxseed Oil 1000mg Caps Buy One Get One Free 90x1% R 24,404 R 127 1.08

Sub Dept

Class

% Shoppers

Sales

ACV

Trans

209 Lifestyle

Supplements

007 Supplements Oils

23%

R 924,899

R 185

2.41

Slide30

30

Basket Analysis By Shopper: Competing Areas

SKU Desc% Slow-Mag ShoppersSalesACVTransAntistax Active Leg 30 Tablets3% R 189,199 R 304 2.24Bioharmony Meno Clove Forte Capsules 602% R 73,614 R 223 2.17Prosana Hair And Nail Booster 60 S1% R 43,324 R 141 1.90Venavine Leg Health 60 Caps1% R 52,486 R 177 1.66Venavine Intensive Vap 30s & 15 Free1% R 50,794 R 188 1.50Vascafem Tabs 1001% R 38,368 R 143 1.99Venavine Intensive Leg Health Caps 30s1% R 51,646 R 201 1.57Femolene Ultra Tab 601% R 79,944 R 320 2.18Pregnavit M Capsules 301% R 24,388 R 100 1.76Urikleer 6 Vegecaps 5day Course1% R 19,297 R 82 1.41

Sub Dept

Class

% Shoppers

Sales

ACV

Trans

209 Lifestyle

Supplements

002 Female Health

18%

R 1,008,124

R 262

2.53

Slide31

31

Basket Analysis By Shopper: Competing Areas

SKU Desc% Slow-Mag ShoppersSalesACVTransNutrilida Arthroguard Buy 1 Get 1 Free 90 Caps 6% R 288,403 R 230 1.74Osteoeze Gold Caps 90s4% R 299,435 R 323 2.11Nutrilida Arthrogaurd Intensive 90s2% R 92,575 R 240 1.74Arthrochoice Advanced 120 Tablets2% R 86,387 R 228 1.54Osteoeze With Msm Cap 902% R 74,026 R 196 1.76Arthrochoice Tablets 901% R 49,006 R 206 1.35Jointeze Capsules 60s1% R 69,139 R 307 1.87Nativa Osteoeze Acute Tabs 30s1% R 19,358 R 92 1.46Pro Collagen 90 Capsules1% R 62,736 R 309 2.12Arthrochoice Banded Pack 90 & 20 Tablets1% R 34,270 R 170 1.11

Sub Dept

Class

% Shoppers

Sales

ACV

Trans

209 Lifestyle

Supplements

004 Joint & Bone Support

18%

R 1,240,230

R 324

2.30

Slide32

32

Basket Analysis By Shopper: Competing Areas

SKU Desc% Slow-Mag ShoppersSalesACVTransCalmettes 20 Tablets2% R 29,383 R 56 1.69Biral Tablets 40 2% R 72,443 R 155 1.72Calmettes Nite 25s Natural Herbal For Sleep 2% R 33,462 R 91 1.60Diabecinn Capsules 60s 1% R 69,504 R 230 2.43Diabion Diabetic Supplement 30 Capsules1% R 54,705 R 218 2.84Manna Blood Supplement 60 Tablets 1% R 21,610 R 92 1.46Clicks Herbal Sedative 26 Tablets1% R 15,565 R 71 2.04Diabecinn Capsules 30 S 1% R 17,952 R 92 1.61Clicks Herbal Tranquilizer 40 Tablets1% R 27,967 R 146 2.01Heath & Heather Quiet Night Tablets 30 S1% R 17,806 R 93 1.88

Sub Dept

Class

% Shoppers

Sales

ACV

Trans

209 Lifestyle

Supplements

001 Cardiovascular

15%

R

697,400

R 220

2.63

Slide33

33

Basket Analysis By Shopper: Competing Areas

SKU Desc% Slow-Mag ShoppersSalesACVTransVitabiotics Wellman 50plus 30 Tablets0.05% R 1,351 R 135 1.30Vitabiotics Wellman 30 Tablets0.04% R 1,197 R 133 1.11Vitabiotocs Wellman Sport 30 Tablets0.04% R 965 R 121 1.13Vitabiotics Wellman Energize Fizz 20 Tabs0.02% R 675 R 169 1.75Vitabiotics Wellman Conception 30 Tabs0.01% R 482 R 161 1.33Vitabiotics Wellman Tricologic 60 Tablets0.00% R - R - 2.00Nativa Prostate Complex 60s0.00% R 75 R 75 1.00Spermiprove Dietary Supplement 60s0.00% R 73 R 73 1.00

Sub Dept

Class

% Shoppers

Sales

ACV

Trans

209 Lifestyle

Supplements

008

Mens

Health

0.1%

R 4,818

R

166

1.34

Slide34

34

Basket Analysis By Basket: Overall

DeptSub DeptClass% BasketsSalesACVATVTrans010 Scheduled Medicines096 Pharmacy Nonmerch Items001 Pharmacy Nonmerch Items25% R - R - R - 1.44004 Health209 Lifestyle Supplements005 Minerals15% R 499,220 R130 R 88 1.48004 Health174 Medicinal001 Gastrointestinal13% R 391,663 R 106 R 77 1.38004 Health209 Lifestyle Supplements003 Immune Support10% R 346,506 R122 R 88 1.38001 Beauty049 Haircare Caucasian005 Shampoo8% R 146,489 R 57 R 47 1.20004 Health211 Multivitamins & Tonics002 Tonics & Overindulgence9% R 294,662 R 115 R 84 1.36004 Health211 Multivitamins & Tonics001 Multivitamins9% R 392,713 R154 R 110 1.40004 Health174 Medicinal010 Analgesics & Antipyretics8% R 81,822 R 32 R 26 1.22004 Health208 Branded Supplements012 Vital9% R 248,970 R 101 R 72 1.41001 Beauty049 Haircare Caucasian001 Styling Aids6% R 94,013 R 53 R 43 1.22001 Beauty028 Facial Skincare001 Essential Care5% R 127,323 R 72 R 60 1.21004 Health174 Medicinal003 Eye & Ear Care5% R 137,449 R 82 R 68 1.22004 Health209 Lifestyle Supplements007 Supplements Oils5% R 165,032 R 106 R 81 1.30004 Health175 First Aid001 Woundcare5% R 45,050 R 29 R 26 1.13

Table above displays the most popular other classes purchased within the same basket as Slow-

Mag

this one overall next competing areas

The next slide analyses the % of Slow-

Mag

baskets containing products from competing areas

Slide35

35

Basket Analysis By Basket: Within Lifestyle Supplements

Sub DeptClass% BasketsSalesACVATVTrans209 Lifestyle Supplements005 Minerals15% R 499,220 R 130 R 88 1.48003 Immune Support10% R 346,506 R 122 R 88 1.38007 Supplements Oils5% R 165,032 R 106 R 81 1.30004 Joint & Bone Support4% R 232,842 R 196 R 145 1.35002 Female Health4% R 159,633 R 146 R 108 1.35001 Cardiovascular3% R 89,284 R 121 R 89 1.36008 Mens Health0% R 303 R 101 R 101 1.00

In total,

R 1.5m

spent on other Lifestyle Supplements products in the same basket as a Slow-

Mag

purchase

Slide36

36

Basket Analysis By Basket: Competing Areas

SKU Desc% Slow-Mag BasketsSalesACVATVTransCaltrate Plus Calcium Supplement 60s Tablets3.3%R 141,821R 160R 1121.44Caltrate Plus Calcium Supplement 30s Tabs2.1%R 641,68R 106R 791.33Sandoz Calcium Forte 500mg 20s1.2%R 42,843R 150R 901.66Sandoz Calcuim Optim Plus Tablets 60s1.0%R 36,016R 132R 931.42Crampease Night 30 Capules0.6%R 9,738R 54R 461.18Clicks Calcium&Magnesium Tablets 60s0.5%R 10,099R 59R 511.16Zinplex 120 Tablets0.4%R 13,977R 101R 881.15Zinplex Tablets 600.4%R 9,214R 70R 601.17Cramp Ease Capsules 30 S0.4%R 6,016R 46R 431.07Menacal 7 30 Tablets0.4%R 16,062R 124R 941.31

Sub Dept

Class

% Baskets

Sales

ACV

ATV

Trans

209 Lifestyle

Supplements

005 Minerals

15%

R 499,220

R 130

R 88

1.48

Slide37

37

Basket Analysis By Basket: Competing Areas

SKU Desc% Slow-Mag BasketsSalesACVATVTransProcydin Capsules 60 2.2%R 63,955R 114R 741.55Clicks Vitaminc Supreme Antioxidant 100tab0.9%R 14,939R 50R 441.15Calcvita Vit Tablets 20 S0.6%R 16,863R 81R 741.10Viralchoice Cap 600.6%R 20,860R 102R 831.23Marcus Rohrer Spirulina Tablets Refill Bag 180s0.6%R 26,340R 154R 1051.46Viral Guard Tablets 600.5%R 18,778R 110R 901.23Pro Oxidin Ultra Cap 600.5%R 13,679R 97R 741.32Scorbex 500mg Tablets 100s0.4%R 12,378R 93R 751.25Calcvita Effervescent Tablet 30 S0.5%R 16,972R 133R 921.45Calcvita Vitamin Tabs 10 S0.3%R 3,529R 34R 331.04

Sub Dept

Class

% Baskets

Sales

ACV

ATV

Trans

209 Lifestyle

Supplements

003 Immune Support

10%

R 346,506

R 122

R 88

1.38

Slide38

38

Basket Analysis By Basket: Competing Areas

SKU Desc% Slow-Mag BasketsSalesACVATVTransClicks Omega 3 And 6 1000mg 90s0.8%R 20,852R 79R 661.19Revite Omega3 Fish Oil 1000mg 90 0.8%R 23,017R 94R 751.26Clicks Flaxseed 1000mg Caps 900.7%R 16,522R 71R 601.18Clicks Salmon Oil Omega3 1000 60 Capsules0.6%R 12,566R 63R 521.21Revite Flax Seed Oil 1000mg 900.6%R 18,268R 94R 751.26Revite Epo Salmon Cp 1000mg 900.5%R 14,659R 90R 751.21Omega Select Flaxseed Oil 90&90 Vagecaps0.4%R 19,130R 136R 1271.07Omega Select Omega 3&6 60&60 Vegecaps0.2%R 8,644R 108R 951.14Revite Epo Double Strength 1000mg 90 Capsules0.2%R 6,666R 87R 721.19Mumomega Pregnancy Capsules 300.2%R 11,923R 178R 1401.27

Sub Dept

Class

% Baskets

Sales

ACV

ATV

Trans

209 Lifestyle

Supplements

007 Supplements Oils

5%

R 165,032

R 106

R 81

1.30

Slide39

39

Basket Analysis By Basket: Competing Areas

SKU Desc% Slow-Mag BasketsSalesACVATVTransNutrilida Arthroguard Buy 1 Get 1 Free 90 Caps 1.1%R 55,009R 162R 1311.23Osteoeze Gold Caps 90s 1.0%R 60,731R 221R 1581.40Arthrochoice Advanced 120 Tablets0.4%R 21,749R 191R 1511.26Nutrilida Arthrogaurd Intensive 90s0.3%R 17,297R 175R 1501.16Osteoeze With Msm Cap 900.3%R 14,010R 147R 1131.31Jointeze Capsules 60s0.2%R 10,977R 200R 1641.22Pro Collagen 90 Capsules0.2%R 10,262R 190R 1451.31Arthrochoice Tablets 900.1%R 7,998R 163R 1541.06Nativa Osteoeze Acute Tabs 30s0.1%R 3,302R 67R 621.08Jointeze Sport 90 Capsules0.1%R 5,953R 149R 1381.08

Sub Dept

Class

% Baskets

Sales

ACV

ATV

Trans

209 Lifestyle

Supplements

004 Joint & Bone Support

4%

R 232,842

R 196

R 145

1.35

Slide40

40

Basket Analysis By Basket: Competing Areas

SKU Desc% Slow-Mag BasketsSalesACVATVTransAntistax Active Leg 30 Tablets 0.5%R 27,808R 174R 1451.20Bioharmony Meno Clove Forte Capsules 60 0.3%R 13,907R 151R 1101.37Pregnavit M Capsules 300.2%R 5,275R 64R 561.15Vascafem Tabs 1000.2%R 6,296R 90R 721.24Prosana Hair And Nail Booster 60 S0.2%R 7,082R 103R 751.38Venavine Intensive Vap 30s & 15 Free0.2%R 8,716R 138R 1231.13Femolene Ultra Tab 600.2%R 14,630R 236R 1541.53Bioharmony Menoclove Plus 60 Capsules0.2%R 10,375R 182R 1301.40Venavine Leg Health 60 Caps0.2%R 7,065R 126R 1071.18Clicks Cranberry 7500mg 30capsules0.2%R 4,194R 75R 661.14

Sub Dept

Class

% Baskets

Sales

ACV

ATV

Trans

209 Lifestyle

Supplements

002 Female Health

4%

R 159,633

R 146

R

108

1.35

Slide41

41

Basket Analysis By Basket: Competing Areas

SKU Desc% Slow-Mag BasketsSalesACVATVTransDiabion Diabetic Supplement 30 Capsules0.4%R 11,380R 126R 811.56Diabecinn Capsules 60s 0.3%R 10,901R 135R 931.44Calmettes 20 Tablets0.2%R 3,459R 44R 401.12Biral Tablets 40 0.3%R 8,887R 117R 881.33Calmettes Nite 25s Natural Herbal For Sleep 0.2%R 4,084R 62R 561.11Manna Blood Supplement 60 Tablets 0.1%R 3,341R 71R 631.13Diabecinn Capsules 30 S 0.1%R 3,152R 73R 631.16Heath & Heather Quiet Night Tablets 30 S0.1%R 2,364R 68R 501.34Clicks Herbal Sedative 26 Tablets0.1%R 1,153R 40R 351.14Diabecinn Extra 60 Capsules0.1%R 5,387R 200R 1351.48

Sub Dept

Class

% Baskets

Sales

ACV

ATV

Trans

209 Lifestyle

Supplements

001 Cardiovascular

3%

R 89,284

R 121

R 89

1.36

Slide42

42

Basket Analysis By Basket: Competing Areas

SKU Desc% Slow-Mag BasketsSalesACVATVTransVitabiotics Wellman 30 Tablets0.003%R 110R 110R 1101.00Vitabiotics Wellman Energize Fizz 20 Tabs0.003%R 96R 96R 961.00Vitabiotics Wellman 50plus 30 Tablets0.003%R 96R 96R 961.00

Sub Dept

Class

% Baskets

Sales

ACV

ATV

Trans

209 Lifestyle

Supplements

008

Mens

Health

0%

R 303

R 101

R 101

1.00

Slide43

43

Basket Analysis: Conclusions

Nothing unusual about the top product

areas shopped by Slow-

Mag

shoppers

at Clicks over a

year

Slow-

Mag

shoppers shopping heavily into Health at Clicks – opportunity for co-promotion?

A high proportion of calcium supplements shopped by Slow-

Mag

shoppers

High proportion of shoppers purchasing other magnesium products – look at increasing frequency of shop

Slide44

44

4.

Next Steps

Slide45

Next steps

1. Workshop: Discuss and agree outcomes from customer insight analysisAgree objectives and align to those of Slow-Mag overallPrioritise activity2. Campaign planActivityTimingsBudget

45

Slide46

46

Thank

you

Nikki Emerton – Account Manager

Nikki.emerton@5one.co.za

Zakariya Patel – Analyst

Zakariya.patel@5one.co.za

021-403-6312

Slide47

Slide48

Slide49

Slide50


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