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E-couponing by WDM Belgium
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Permesso.be & WDM Belgium …
… geknipte partners in e-couponing
… taillés pour êtres vos partenaires en e-couponing
E-couponing : a consumer experience
2
E-coupon
acceptance?
E-coupon
printer profile?
33
WDM Belgium – source of consumer knowledge
SOCIO-DEMOGRAFICSLIFESTAGE
LIFESTYLEINTENTIONSBEHAVIOR
MULTI-CHANNEL
TELEPHONE
4
E-mail campaigns• permesso.be
• own opt-in e-mail database
Bannering• brand & company site
• banner advertising
• permesso.be
WDM Belgium certified e-coupon platform
MEDIA
5
WDM Belgium – beyond the e-coupon…
SOCIO-DEMOGRAFICSLIFESTAGE
LIFESTYLEINTENTIONSBEHAVIOR
MULTI-CHANNEL
TELEPHONE
6
E-coupon
acceptance?
E-coupon
printer profile?
7
E-coupon acceptance
Consumer survey
Survey objectives
• Evaluate the consumer’s
acceptance of the e-coupon
solution•General consumer appreciation
•Viral potential
•Targeted e-coupon as trial generator?
• Gain insights into coupon usage
and possible problems when
redeeming
8
Set-up
• Invitation e-mail:
• 7 333 Permesso.be members
having at least opened an e-
couponing e-mail from Pepsico
via Permesso.be
• +/- 1 week after e-coupon e-mail
campaign
• Response: n =1 137 (15.5%)
9
General appreciation and viral effect
Appreciation of e-couponing?
6 points scale : very good very
poor95%
positive
Did you forward the offer?
y/n
11%
Forward
10
Action taken after e-mail reception
Actions after e-mail reception?
51
%
Read &
delete
20
%
Read &
keep
25
%
Other
3%
Coupon
cut out?
y/n
68%
yes
11
If PRINTPRINT
51
%
Problems?
y/n
7%
yes
n=35
5 no paper, 12 coupon was not printed, 4
low printer quality, 14 other
2% coupon not accepted, 26% at least
cashier questions, 72% acceptance
(n=174) Coupon already
redeemed
y/n
30%
yes
70%
noPlanned use at next store visit: 94%
12
Loyalty or Trial?
I already buy this brand in the
product category
32%
I normally buy another brand in
this product category
10%
I hardly ever buy this product, but I
wanted to get to know it via the e-
coupon
57%
13
E-coupon
acceptance?
E-coupon
printer profile?
14
E-coupon printer
Profile Insights
Who is the
current
e-coupon
printer?
15
16
Ref. pop.
125.000 mailed
3.384
e-coupon
printers
x100reference %
customers %index
17
70
75
80
85
90
95
100
105
110
115
Nielsen I Nielsen II Nielsen III Nielsen IV Nielsen V
114 114
86
80
75
Geographical spead - Nielsen areas
index Prints - Campagnes
+ Green residential
neighbourhoods
Single family
dwellings
- Large cities with
suburbs
Multi family dwellings
18
+ +CIM social groups 1 3
> 80% home owners
> 86% gardens
Median income > 20K
< 6% unemployment rate
- -CIM social groups 6 8
< 60% home owners
< 41% gardens
Median income <16K
> 11% unemployment rate
50 60 70 80 90 100 110 120
A Elite
B1 Higher top class
B2 Lower top class
C1 Higher middle class
C2 Lower middle class
C3 Low status class
D Lowest status class
109
109
121
106
97
86
56
Social class
index Prints - Campagnes
19
60
70
80
90
100
110
120
130
1 2 3 4 5 6 7 8 9
95
8590
120123
107
100
63
84
Purchase Indicator
index Prints - Campagnes
20
50
70
90
110
130
150
170
< 25 years
25 - 29 years
30 - 34 years
35 - 39 years
40 - 44 years
45 - 49 years
50 - 54 years
55 - 59 years
60 - 64 years
65 - 74 years
75 +
61 60
76
115110
144
158
137
111
183
66
Age
index Prints - Campagnes
21
50 60 70 80 90 100 110
Man
Woman
60
106
Gender
index Prints - Campagnes
22
0 20 40 60 80 100 120 140
Not working
Higher category occupation
Handwork
Self-employed & executives
Top occupations
Employees & civil servants
Retired
71
89
93
98
98
117
124
Professions
index Prints - Campagnes
23
70 80 90 100 110
1 person
2 persons
3 persons
4 persons
5 persons
6 persons and more
105
92
111
101
93
73
# persons in the household
index Prints - Campagnes # persons in household
1 child
24
70
80
90
100
110
120
130
0-3 years 4-6 years 7-9 years 10-12 years
13-15 years
16-18 years
77
95
113110
124127
Age of the youngest child (<18)
index Prints - Campagnes
25
65 85 105 125 145
Couples > 60; no children
Families with adolescents
Active singles (46-60)
Couples < 60 + children 18-24
Families with young children
Couples 45-60; no children
Other households without children
Young singles (< 45 years)
Couples < 60 + children >24
Single with children
Families with 1 child (<= 6 years)
Other households
Other households with children
Families with pre-school children
Young couples without children
Single Seniors - Widows (>60)
146128127
125114
108
105
102
99
94
8989
85
8473
68
Household typology
index Prints - Campagnes
26
Nielsen I & II
NORTH
Lower top
class
Higher middle
class
Green residential
areas
Gardens, home
owners
Women
> 35
1 child >7
Singles/couples
no children
Employees
Civil servants
27
More info????
An Louwagie
Marketing Manager Interactive Marketing
WDM Belgium nv/sa
Researchdreef 65
B 1070 Brussel
T.: +32 2 555 97 67
Mobile: +32 477 22 10 64
E-mail: [email protected]
www.permesso.be
