Deconstructing Mail Order

transcript

Deconstructing Mail-Order:Old Habits, New Technologies and

Innovative Approaches in Distance Selling

Martin Gross-Albenhausen

Chefredakteur „Der Versandhausberater“

Donnerstag, 9. April 2009

Mail-Order 2009

8078,6

56,442,9 46,0

20052006

20072008

Order Channels (in %)

via Catalog via Internet

Mail-Order 2009

47,147,6

68,8 70,0

20052006

20072008

Ages 14-29 (in %)

via Catalog via Internet

Mail-Order 2009

0,3170,435

0,5040,387

Multichannel

% of all Catalog-Buyers who also shopped by Web% of all Internet-Buyer who also shopped by Catalog

Challenges

• Decay of Catalogs?

• Disruptive Channels

• New Approaches - old CPIs

• New Competitors - new Partners

• New Marketplaces - new rules for picture/

text composition

• New Dialogues - „Indirect Marketing“

Decay of Catalogs

• Privacy legislation might hinder the

traditional listbroking and thus

• enforce the Channel-Shift towards the

Internet.

• Catalogs will follow the web, no longer lead

• Not all customers are channel-agnostic

• Matchbacking of sales is necessary in order

to uncover the hidden „response“.7

More channels

more chances

Catalog

Stores

Market-

Places

Direct

MailMedia

Telephone

e-MailClubs Online-

RSSSocial

Networks

Live-Shopping

Affiliates

Patchwork rather than

„fil-a-fil“?

Catalog

Stores

Market-

Places

Direct

MailMedia

Telephonee-MailClubsOnline-

RSSSocial

Networks

Live-Shopping

Affiliates

„Reality sucks“

Catalog (classic)

Catalog (modern)

Process Re-engineering

Copy Picturetech. Data

Catalogs ShopMedia

Copy Picturetech. Data

GoogleComparison-

Shopping,

MarketplacesCommunities

• Catalogs and search engines treat

information differently

• A Catalog-Teaser is not a Google-Snippet

• A Hero-Shot not always works for fashion-

• Each part of the solicitation must convey

the whole message17

Brands go direct

• Shared responsibilities

– who directs the CI?

– who directs copy?

– who leads on marketplaces?

– who is to consent in advertising?

– who is proofreading?

– who takes the blame?

– ... in neckermann.de‘s Big Book ???

„Open“ data

Marketplaces

• photography has to be neutral

• who‘s copy prevails on marketplaces?

• Cross-/Upselling: A larger shopping basket

not necessarily means more lines for the

individual merchant. Profitability?

• Who‘s is the customer (legally)?

• Who does he stick to (emotionally)?

(Micro)blogging

Branded Entertainment

Mail Order 2009

Mail Order 1.0 Mail Order 2.0Copywriter Editor

Mailings Blogs

TV-Spot YouTube

Response-Ad GoogleAd

Sweepstake Auction

Personalization (Mass-)Customization

Free Gift Beta

Special Offer Woot

Club Private-Shopping

Target Group Community

Modelle

Versandhandel 1.0 Versandhandel 2.0Lean Back Lean Forward

Hard-Selling Soft-Selling, Sell-a-tainment

Action Reaction Interaction

Direct Marketing, „last click“ Indirect Marketing, „Attribution“

Customer Engagement

Catalogs

Teleshopping

Web 1.0

Personalization,

Collaboration,

Recommendation

Ratings/Reviews,

MassCustomization,

Woot & Co.

Social

Commerce,

Social Media

Kelly Mooney, The O.P.E.N. Brand

Challenges

• It takes longer to open his/her wallet

• New concepts of sales promotion

• Advertising needs to be more flexible than

• „Engagement Marketing“: Don‘t pitch the

customer - entice her!

• Cooperations foster disruption

Thank you for your attention!

Questions, comments?

Anything else? – Call me!

Tel: +49-228-688 39 48

Fax: +49-228-35 44 72

E-Mail: gro@vnr.de

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Deconstructing Mail Order

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