E-couponing by WDM Belgium

1. E-couponing : a consumer experience
Permesso.be & WDM Belgium …
… geknipte partners in e-couponing
… taillés pour êtres vos partenaires en e-couponing

2. E-coupon
acceptance?
E-coupon
printer profile?
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3. WDM Belgium – source of consumer knowledge
SOCIO-DEMOGRAFICS MULTI-CHANNEL
LIFESTAGE PRINT
LIFESTYLE E-MAIL
INTENTIONS TELEPHONE
BEHAVIOR
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4. MEDIA
E-mail campaigns Bannering
• permesso.be • brand & company site
• own opt-in e-mail database • banner advertising
• permesso.be
WDM Belgium certified e-coupon platform
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5. WDM Belgium – beyond the e-coupon…
SOCIO-DEMOGRAFICS MULTI-CHANNEL
LIFESTAGE PRINT
LIFESTYLE E-MAIL
INTENTIONS TELEPHONE
BEHAVIOR
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6. E-coupon
acceptance?
E-coupon
printer profile?
6

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
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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%)
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9. General appreciation and viral effect
Appreciation of e-couponing?
6 points scale : very good  very
poor
95%
positive
Did you forward the offer?
y/n
11%
Forward
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10. Action taken after e-mail reception
Actions after e-mail reception?
Read & Read &
PRINT Other
delete keep
51 20 25
3%
% % %
Coupon
68%
cut out?
yes
y/n
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11. If PRINT
PRINT
51
%
n=35
Problems? 7% 5 no paper, 12 coupon was not printed, 4
y/n yes low printer quality, 14 other
30% 2% coupon not accepted, 26% at least
yes cashier questions, 72% acceptance
Coupon already (n=174)
redeemed
y/n 70% Planned use at next store visit: 94%
no
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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%
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13. E-coupon
acceptance?
E-coupon
printer profile?
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14. E-coupon printer
Profile Insights
Who is the
current
e-coupon
printer?
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15. 15

16. 3.384
Ref. pop. e-coupon
125.000 mailed printers
% customers
index x100
% reference
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17. Geographical spead - Nielsen areas
114 114
115
110
105
100
95
+ Green residential
neighbourhoods
90 Single family
dwellings
85
86
80 - Large cities with
suburbs 80
75
Multi family dwellings
75
70
Nielsen I Nielsen II Nielsen III Nielsen IV Nielsen V
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index Prints - Campagnes

18. Social class
50 60 70 80 90 100 110 120
A Elite 109
B1 Higher top class 109
B2 Lower top class 121
C1 Higher middle class 106
C2 Lower middle class 97
C3 Low status class 86
D Lowest status class 56
index Prints - Campagnes
++ --
CIM social groups 1  3 CIM social groups 6  8
> 80% home owners < 60% home owners
> 86% gardens < 41% gardens
Median income > 20K Median income <16K
< 6% unemployment rate > 11% unemployment rate 18

19. Purchase Indicator
130
123
120
120
110 107
100
100
90
95
90
80
85 84
70
60 63
1 2 3 4 5 6 7 8 9
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index Prints - Campagnes

20. Age
183
170
158
150 144
137
130
115 111
110
110
90
70 76
66
61 60
50
< 25 25 - 29 30 - 34 35 - 39 40 - 44 45 - 49 50 - 54 55 - 59 60 - 64 65 - 74 +
75
years years years years years years years years years years
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index Prints - Campagnes

21. Gender
Woman 106
60
Man
50 60 70 80 90 100 110
21
index Prints - Campagnes

22. Professions
124
Retired
Employees & civil servants 117
98
Top occupations
98
Self-employed & executives
93
Handwork
Higher category occupation 89
Not working 71
0 20 40 60 80 100 120 140
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index Prints - Campagnes

23. # persons in the household
6 persons and more 73
5 persons 93
4 persons 101
1 child 111
3 persons
2 persons 92
1 person 105
70 80 90 100 110
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index Prints - Campagnes # persons in household

24. Age of the youngest child (<18)
130 127
124
120
113
110
110
100
95
90
80
77
70
0-3 years 4-6 years 7-9 years 10-12 13-15 16-18
years years years
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index Prints - Campagnes

25. Household typology
65 85 105 125 145
Couples > 60; no children 146
Families with adolescents 128
Active singles (46-60) 127
Couples < 60 + children 18-24 125
Families with young children 114
Couples 45-60; no children 108
Other households without children 105
Young singles (< 45 years) 102
Couples < 60 + children >24 99
Single with children 94
Families with 1 child (<= 6 years) 89
Other households 89
Other households with children 85
Families with pre-school children 84
Young couples without children 73
Single Seniors - Widows (>60) 68
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index Prints - Campagnes

26. Nielsen I & II Women
NORTH > 35
Green residential
areas Employees
Gardens, home Civil servants
owners
Lower top
1 child >7
class Singles/couples
Higher middle no children
class
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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: alo@wdmbelgium.be
e-coupon@wdmbelgium.be
www.wdmbelgium.be
www.permesso.be
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