Client: VZW Centrummanagement

City: Poperinge

Document: Report 01/04/2016 – 31/12/2016

Urbain Officer: Pieterjan Blondeel | pieterjan.blondeel@joyn.be | +32 56 49 44 82

Report Urbain

Outlines

2

• Er zijn momenteel meer dan 13.796 actieve Pop.passen waarvan ongeveer 76% geregistreerd

• Er wordt per maand gemiddeld ongeveer 31.080 keer gescand aan een tablet bij een handelaar

• Er werden tot nu 173.354 Pop.punten uitgedeeld door de handelaars, waarvan er 20.285 werden verzilverd

• Er werd in de periode 25 april t.e.m. 31 december 36 keer 250 euro uitgedeeld aan een wekelijkse winnaar

• Er zijn ondertussen 948 Pop.kadobonnen verkocht voor een totaalbedrag van 47.386 euro

• Er werd al voor 26.742,59 euro met Pop.kadobonnen betaald bij de handelaars

• De website werd door meer dan 16.500 unieke bezoekers bezocht, de web app had meer dan 6.500 unieke bezoekers

• De ShopInPops nieuwsbrieven halen een openingspercentage tussen de 37% en 60% op 9.000 subscribers

• De Facebookpagina telt meer dan 1.274 fans en bereikt per publieke post gemiddeld 1.800 personen

3253

10543

Not-registered Registered

Pop.pas

3942

3017

1413

657 478 404 268 180 184

387

641

619

344328 334

263143 195

0

500

1000

1500

2000

2500

3000

3500

4000

4500

Registered Non-registered

# New pop.passes in the field

13.796Pop.passes

3

Pop.pas

3942

69598372 9029 9447 9911 10179 10359 10543

387

1028

16471991

23192653 2916 3059 3254

A PRIL MA Y JUNE JULY A UGUS T S EPTEMBER O CTO BER NO V EMBER D ECEMBER

Registered Non-registered

# Pop.passes in the field

4

4.329 7.987 10.019 11.020 11.826 12.564 13.095 13.418 13.797

2196

11432

Male Female

Pop.pas

13.628Pop.passes with gender

indication

5

5805

896 617 573 413 275 267 293 161 134 74

3359

# Registered Pop.passes per postal code

Pop.pas

4864

31304

39553

34121 3355535711 35198

30897

37214

April May June July August September October November December

# Transactions

6

279.680# Transactions

Pop.pasRewarded & Redeemed Pop.punten

7

173.354# RewardedPop.punten

20.285# RedeemedPop.punten

28.388

59.116

53.854

47.117

61.185

100 1.3153.125

5.170

10.575

August September October November December

Rewarded Redeemed

Pop.pas42361

23367

1479214199130351088410490 9904 9029 8089 7427 6909 6666 6402 6209 5806 5435 4698 4592 3657 2947 2506 2469 2337 2235 2120 1921 1744 1704 1681

0

5000

10000

15000

20000

25000

30000

35000

40000

45000

Transactions: 1 - 30 merchants

8

Pop.pas

1666 1598 1585 1535 1530 1472 1365 1358 1276 1275 1248 1087 1068 1060 1040 1036 979 946 938 892 892 850 794 773 771 771 770 770 726 6560

5000

10000

15000

20000

25000

30000

35000

40000

45000Transactions: 31 - 60 merchants

9

Pop.pas

647 641 628 608 561 557 546 540 509 474 459 420 371 303 276 274 270 261 258 250 246 237 201 188 188 166 154 131 131 1030

5000

10000

15000

20000

25000

30000

35000

40000

45000

Transactions: 61 - 90 merchants

10

Pop.pas

102 94 89 61 57 52 51 42 41 32 28 28 22 21 16 8 6 6 6 5 4 30

5000

10000

15000

20000

25000

30000

35000

40000

45000

Transactions: 91 - 113 merchants

11

Pop.pas

22888

145941336410490 9757 8636 7996 7485 7456 6572 5942 5795 5752 5705 5164 4612 4263 4261 4103 4004 3943 3738 3729 3175 2997 2986 2797 2774 2759 2740

0

5000

10000

15000

20000

25000

30000

35000

40000

45000

12

Rewarded Pop.punten: 1- 30 merchants

Pop.pas

2488 2483 2339 2318 2299 2292 2170 2071 1985 1878 1786 1670 1656 1607 1599 1504 1482 1481 1441 1405 1326 1304 1250 1232 1213 1199 1187 1060 1046 10230

5000

10000

15000

20000

25000

30000

35000

40000

45000

13

Rewarded Pop.punten: 31- 60 merchants

Pop.pas

948 933 849 815 750 686 685 615 578 511 462 420 399 395 370 335 298 267 258 232 213 186 132 112 109 68 66 59 56 510

5000

10000

15000

20000

25000

30000

35000

40000

45000

14

Rewarded Pop.punten: 61- 90 merchants

Pop.pas

51 36 31 27 27 26 16 12 9 8 7 5 3 3 2 2 1 1 10

5000

10000

15000

20000

25000

30000

35000

40000

45000

15

Rewarded Pop.punten: 91- 109 merchants

Pop.pas

3870 2790 2100 1745 1500 1380 1310 870 660 480 450 430 405 360 300 210 180 180 150 140 140 120 100 90 90 90 40 30 250

5000

10000

15000

20000

25000

30000

35000

40000

45000

16

Redeemed Pop.punten

Weekly winner

17

Week Name Shop25/04 - 01/05 Katrien De Keyser Les Copains02/05 - 08/05 Hilde Warlop Keurslagerij Ignace en Liliane09/05 - 15/05 Kathy Verkrysse Boekhandel Merlevede16/05 - 22/05 An Cappelaere Supermarkt De Rynck23/05 - 29/05 Aissa Allermeersch Spar Elslander30/05 - 05/06 Isabelle Algoet AD Delhaize06/06 - 12/06 Veerle Bollengier Jolie Geboortelijst13/06 - 19/06 Ann Cauliez Kiki Women's wear20/06 - 26/06 Trees Boutton The Old Fiddler27/06 - 03/07 Brigitte Vermeulen Tuincentrum Debergh - Buseyne04/07 - 10/07 Eddy Beddelem Schoenen Valencia11/07 - 17/07 Marleen Glorie Instituut Carine De Meulenaere18/07 - 24/07 Luc Devloo Books & Things25/07 - 31/07 Cecile Develter Chez Le Voisin01/08 - 07/08 Annie Geerardyn Kwaliteitsslagerij Frederik Caroline08/08 - 14/08 Philippe Deheegher Slagerij Leys-Orbie15/08 - 21/08 Francine Vandenabeele Bakkerij Rabaut22/08 - 28/08 Emma Coutigny Page Computers29/08 - 04/09 Imke Roegiers Desomer-Plancke05/09 - 11/09 Marie-Rose Hauspie Passage

Week Name Shop12/09 - 18/09 Gilbert Doom t Boeketje19/09 - 25/09 Serge Desramault Total Busschaert26/09 - 02/10 Gerda Mahieu Schoen-Sportcenter03/10 - 09/10 Sophie Larou Bakkerij Vandecasteele10/10 - 16/10 Marleen Goussey Optiek Dejonghe17/10 - 23/10 Lore Dekwae Body Fit24/10 - 30/10 Lore Dekwae AD Delhaize 31/10 - 06/11 Isabelle Wicke Kid'z Fashion07/11 - 13/11 Christine Deschryver GSI14/11 - 20/11 Steven Herkelbout Supermarkt De Rynck21/11 - 27/11 Emma Devloo New Dynasty28/11 - 04/12 Anita Mertens Juwelen Buseyne05/12 - 11/12 Maria Covemaeker Belle A Mie 12/12 - 18/12 Bram Verstraete Keurslagerij Ignace en Liliane19/12 - 25/12 Guido Braem t Eendegat26/12 - 01/01 Eric Milleville Natuurcentrum Veronique & Luc

36 winners

77

316

35

517

3

Bib Toerisme Weekly winner City Poperinge Webshop

Pop.kado

948Issued gifts

Issued gifts

3588

19933,618750

15004,42

110

Bib Toerisme Weekly winner City Poperinge Webshop

Revenues€ 49,99Average issued

amount

18

€ 59,68Average issued

amount(without weekly

winner & City Poperinge)

€ 47.386,03

Pop.kado

19

€ 26.742,59 € 20.643,44

Issued value versus residual value Pop.kado

€ 47.386,03

Claimed value by merchants Residual value on Pop.kado’s

€ 23,44Average claimed

amount per Pop.kado

3372

2629

15951320

891761 699 675 610 606 539 526 507 486 485 451 450 442 440 425 423 407 396 394 392 362 360 357 344

0

500

1000

1500

2000

2500

3000

3500

4000

Pop.kadoClaims merchants: 1 - 29

20

338 303 260 250 235 223 199 168 167 163 160 160 148 147 144 143 141 130 130 126 121 113 104 100 99 94 90 89 80 730

500

1000

1500

2000

2500

3000

3500

4000

Pop.kadoClaims merchants top 30 – 59

21

68 65 53 50 45 37 35 35 35 35 35 28 26 26 25 24 21 20 19 120

500

1000

1500

2000

2500

3000

3500

4000

Pop.kadoClaims merchants: 60 – 78

22

Website

23

47%

53%

New visitor Returning

34.665Visitors

16.672Unique visitors

5,36pages viewed per unique visit

3 min 19 sec average time spent per unique visit

*Data available since 15/04/2016

Website

24

2679

3247

2393

14521668

896 809

1702

922 885653 737

515308

356352

1418

493 458

1879

676

1074

464 523 442

853

1127

572

311

311380 395

1164

387

876776

355

0

500

1000

1500

2000

2500

3000

3500

17/0

4 - 2

3/04

24/0

4 - 3

0/04

1/05

- 7/

05

8/05

- 14

/05

15/0

5 - 2

1/05

22/0

5 - 2

8/05

29/0

5 - 4

/06

5/06

- 11

/06

12/0

6 - 1

8/06

19/0

6 - 2

5/06

26/0

6 - 0

2/07

3/07

- 9/

07

10/0

7 - 1

6/07

17/0

7 - 2

3/07

24/0

7 - 3

0/07

31/0

7 - 6

/08

7/08

- 13

/08

14/0

8 - 2

0/08

21/0

8 - 2

7/08

28/0

8 - 3

/09

4/09

- 10

/09

11/0

9 - 1

7/09

18/0

9 - 2

4/09

25/0

9 - 1

/10

2/10

- 8/

10

9/10

- 15

/10

16/1

0 - 2

2/10

23/1

0 - 2

9/10

30/1

0 - 5

/11

6/11

- 12

/11

13/1

1 - 1

9/11

20/1

1 - 2

6/11

27/1

1 - 3

/12

4/12

- 10

/12

11/1

2 - 1

7/12

18/1

2 - 2

4/12

25/1

2 - 3

1/12

Daily website visitors

*Data available since 15/04/2016

Website4456 4331 3143 1577 2181 3059 2284 1731 1923

Unique visitors Location of visitors

25

*Data available since 15/04/2016

Poperinge 18.734 55,39%

Ghent 7.440 22,00%

Ypres 1.875 5,54%

Top pages visited

12764

2365

2363

1691

1480

1092

931

621

443

Home

Aanmelden

Verzilver hier jouw…

Pop.pas

Deelnemende handelszaken

Kaart registreren

Shop In Pops wedstrijden

Spaar vanaf nu Pop.punten

Spaar bij Zwembad d.K.

Website

40%

36%

14%

10%

Direct

Organic Search Engine

Social

Referrel

Traffic sources (unique visitors)

26

2720

2912

2242

2339

2540

1354

65+

55-64

45-54

35-44

25-34

18-24

Age of unique visitors*

*Data available since 15/04/2016

Webapp

27

42%

58%

New visitor Returning

16.285

Visitors

6.773Unique visitors

5,41pages viewed per unique visit

1 min 41 sec average time spent per unique visit

*Data available since 15/04/2016

Webapp

28

1138

623 643 649

480

910

637587

528

382464

213218

194

634

311

406

634

447491

391 394

516

399

528

387

197 222272

343

616

324

461

346301

0

200

400

600

800

1000

1200

Web app visitors per week (April – December 2016)

*Data available since 15/04/2016

Webapp1512 1716 1480 833 927 1259 1195 880 856

Unique visitors

11698

3111

208

180

122

80

51

40

39

Home

Aanmelden

Shopping

Pop.pas

Blog

Kaart registreren

Nieuwe digitale…

Pop.kado

Nieuws

Top pages visited

Location of visitors

29

Poperinge 6.759 42,78%

Brussels 3.822 24,19%

Ghent 2.811 19,79%

*Data available since 15/04/2016

Webapp

8650

3771

3560

304

Direct

Social

Organic Search Engine

referral

Traffic sources

30

Age of unique visitors*

* Demografic data available since 24/05/2016

516

877

1425

1834

2331

729

65+

55-64

45-54

35-44

25-34

18-24

*Data available since 15/04/2016

Web app*

31

Visits / Device

15035

1030

GSM Tablet

*Data available since 15/04/2016

Newsletter

Database: Number of subscribers the campaign was sent to.

Delivered: Date and time the campaign completed sending from MailChimp servers.

Successful deliveries: The number of recipients that didn't bounce on this campaign.

Open rate: Percentage of successfully delivered campaigns that registered as an open.

Click through rate (CTR): Percentage of successfully delivered campaigns that registered a click.

Clicks per unique opens (C/UO): Percentage of recipients that registered as an open who also clicked a link in your campaign.

Bounced: Number of recipients that registered as a bounce.

Unsubscribed: Number of subscribers that opted out of your list using the unsubscribe link in this campaign.

24h performance: A graph detailing subscriber activity (opens and clicks) for the first 24 hours after the campaign was sent.

Terminology

32

NewsletterOverview 13 newsletters in 2016

33

61%

56%54%

41%39%

47%

55%

38%36%

44%42%

38%

38%

20%17% 18%

6%8%

17%

21%

10%8%

13%11%

8%9%

32% 31%33%

14%

21%

35%38%

25%22%

23%26%

21%23%

0%

10%

20%

30%

40%

50%

60%

70%

4/05/2016 4/06/2016 4/07/2016 4/08/2016 4/09/2016 4/10/2016 4/11/2016 4/12/2016

OPENS CTR C/UO

4103

5512

6574 6506 6501

8321 8350 8301

88638755 8984 8935 8928

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

10000

4/05/2016 4/06/2016 4/07/2016 4/08/2016 4/09/2016 4/10/2016 4/11/2016 4/12/2016

+ 4825 subscribers since April 2016

NewsletterOverview subscribers 2016

34

+ 4825 subscriberssince April 2016

Newsletter 1SUBJECT: Eerste Pop.pas winnaar is gekend, ben jij de volgende?

DELIVERED: Wed, May 04, 2016 5:13 pmLINK TO NEWSLETTER

4.103DATABASE

59,5% OPEN RATE

CTR RATE19,6%

BOUNCED90UNSUB

C/UO RATE27,1%

DELIVERIES 98%4.013

435

Newsletter 2SUBJECT: Intussen al 3 winnaars met de Pop.pas!

DELIVERED: Thu, May 19, 2016 1:35 pmLINK TO NEWSLETTER

5.512DATABASE

53,0% OPEN RATE

CTR RATE16,2%

BOUNCED73UNSUB

C/UO RATE30,6%

DELIVERIES 99%Dutch

5.439

436

Newsletter 3SUBJECT: Zesde winnaar al met de Pop.pas!

DELIVERED: Thu, Jun 09, 2016 3:14 pmLINK TO NEWSLETTER

6.574DATABASE

53,5% OPEN RATE

CTR RATE17,6%

BOUNCED91UNSUB

C/UO RATE33%

DELIVERIES 99%Dutch

6.483

737

Newsletter 4SUBJECT: Dubbele Pop.kansen op Keikopbraderie!

DELIVERED: Thu, Jun 23, 2016 10:11 amLINK TO NEWSLETTER

6.506DATABASE

39,7% OPEN RATE

CTR RATE5,8%

BOUNCED25UNSUB

C/UO RATE14,6%

DELIVERIES 99.6%Dutch

6.481

338

Newsletter 5SUBJECT: Extra voordeel tijdens de solden met de Pop.pas!

DELIVERED: Thu, July 7th, 2016 2:30 pmLINK TO NEWSLETTER

6.501DATABASE

38,5% OPEN RATE

CTR RATE8,0%

BOUNCED27UNSUB

C/UO RATE20,7%

DELIVERIES 99.6%Dutch

6.474

539

Newsletter 6SUBJECT: Ze zijn er! Spaar nu ook Pop.punten met jouw Pop.pas.

DELIVERED: Wed, Aug 10th, 2016 4:30 pmLINK TO NEWSLETTER

8.321DATABASE

46,8% OPEN RATE

CTR RATE16,6%

BOUNCED290UNSUB

C/UO RATE35,5%

DELIVERIES 96.5%Dutch

8.031

840

Newsletter 7SUBJECT: *[Voornaam]*, ontdek hier wat je krijgt voor jouw Pop.punten.

DELIVERED: Thu, Sep 1th, 2016 5:20 pmLINK TO NEWSLETTER

8.350DATABASE

53,8% OPEN RATE

CTR RATE20,6%

BOUNCED61UNSUB

C/UO RATE38,4%

DELIVERIES 99.3%Dutch

8.289

941

Newsletter 8SUBJECT: Heel wat voordelen, ook tijdens Dag van de Klant!

DELIVERED: Thu, Sep 15th, 2016 3:15 pmLINK TO NEWSLETTER

8.301DATABASE

37,1% OPEN RATE

CTR RATE9,5%

BOUNCED26UNSUB

C/UO RATE25,7%

DELIVERIES 99.7%Dutch

8.275

942

Newsletter 9SUBJECT: Oktober is biermaand in Poperinge!

DELIVERED: Fri, Oct 14th, 2016 11:00 amLINK TO NEWSLETTER

8.863DATABASE

37,2% OPEN RATE

CTR RATE8,2%

BOUNCED77UNSUB

C/UO RATE22,0%

DELIVERIES 99.1%Dutch

8.786

743

Newsletter 10SUBJECT: Ruil jouw Pop.punten in voor deze voordelen!

DELIVERED: Fri, Oct 21th, 2016 14:00 pmLINK TO NEWSLETTER

8.755DATABASE

44,2% OPEN RATE

CTR RATE10,3%

BOUNCED26UNSUB

C/UO RATE23,2%

DELIVERIES 99.7%Dutch

8.729

544

Newsletter 11SUBJECT: Poperinge lanceert Pop.pas actie in zwembad De Kouter

DELIVERED: Tue, Nov 29th, 2016 11:30 amLINK TO NEWSLETTER

8.984DATABASE

42,1% OPEN RATE

CTR RATE11,1%

BOUNCED48UNSUB

C/UO RATE26,4%

DELIVERIES 99.3%Dutch

8.936

1445

Newsletter 12SUBJECT: Kom naar Winter in Poperinge vanaf nu vrijdag!

DELIVERED: Wed, Dec 14th, 2016 5:30 pmLINK TO NEWSLETTER

8.935DATABASE

37,9% OPEN RATE

CTR RATE7,9%

BOUNCED17UNSUB

C/UO RATE20,8%

DELIVERIES 99.8%Dutch

8.918

246

Newsletter 13SUBJECT: Ontdek de nieuwe webshop van Poperinge!

DELIVERED: Thu, Dec 22th, 2016 5:30 pmLINK TO NEWSLETTER

8.928DATABASE

38,2% OPEN RATE

CTR RATE8,7%

BOUNCED14UNSUB

C/UO RATE22,9%

DELIVERIES 99.8%Dutch

8.914

347

28

72

Men Women

Social media

1.274fans

Actions from start until 31th dec, 2016

415 Facebook posts (shared posts not

included)

47.682 clicks on posts= image, link to website, Facebook page

48

Evolution Facebook likes

Social mediaFacebook page reach

Paid

Paidaverage post reach

1.838 persons

(non paid)

49

PaidOnly visible for registered Pop.pas users

based on ‘targetted by e-mail address’ Paid

Social mediaPaid posts results

50

22-24 April 2016 : reach 28.000 p1.100 actions (like, share, reaction, click)

3-7 May 2016 : reach 14.000 p1.300 actions (like, share, reaction, click)

9-15 Sept 2016 : reach 6.400 p612 actions (like, share, reaction, click)

5-11 Okt 2016 : reach 9.500 p1.000 actions (like, share, reaction, click)

58.000 people reached

4.000 actions

Social media

Top 10 posts2016

51

Reach (unique) Reactions, clicks, likes, sharesDate Image/Message

Social mediaPhotostream

52

+ 4825 subscribers

since April 2016

Thisphotostreamdisplays someof the photosand visualswe have usedon socialmedia over the past year.

Campaigns

53

Dubbele Pop.punten & Pop.kansenop zaterdag 3 & zondag 4 september

Dubbele Pop.punten & Pop.kansenop donderdag 23 & vrijdag 25 juni

CONTACTVragen? Laat het ons weten!

Pieterjan BlondeelChief Cities

Tel: +32 (0) 56 49 82Email: pieterjan.Blondeel@joyn.be

Maarten DecramerManaging Director

Tel: +32 (0) 56 49 82Email: maarten.decramer@joyn.be

54