Download - Deconstructing Mail Order

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

2


Mail-Order 2009

3

0

20

40

60

8078,6

73,1

66,4

62,1

56,442,9 46,0

59,6

54,0

63,5

20052006

20072008

2009

Order Channels (in %)

via Catalog via Internet


Mail-Order 2009

4

0

23

45

68

90

69,4

61,5

55,6

47,147,6

68,8 70,0

83,3

78,0

85,0

20052006

20072008

2009

Ages 14-29 (in %)

via Catalog via Internet


Mail-Order 2009

5

0%

23%

45%

68%

90%

0,3170,435

0,5040,387

2005

2006

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“

6


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

8

Catalog

Stores

...

Market-

Places

TV

Direct

MailMedia

Telephone

e-MailClubs Online-

Shop

RSSSocial

Networks

Live-Shopping

SEM

Affiliates


Patchwork rather than

„fil-a-fil“?

9

Catalog

Stores

...

Market-

Places

TV

Direct

MailMedia

Telephonee-MailClubsOnline-

Shop

RSSSocial

Networks

Live-Shopping

SEM

Affiliates


„Reality sucks“

10


Catalog (classic)


Catalog (classic)


Catalog (classic)


Catalog (classic)


Catalog (modern)


Catalog (modern)


Catalog (modern)


Catalog (modern)

13


Catalog (modern)

13


Catalog (modern)

13


Catalog (modern)

13


Catalog (modern)

13


Catalog (modern)

13


Catalog (modern)

13


Catalog (modern)

14


Catalog (modern)

14


Catalog (modern)

14


Catalog (modern)

14


Catalog (modern)

14


Process Re-engineering

15

Copy Picturetech. Data

Catalogs ShopMedia



16

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-

blogs

• Each part of the solicitation must convey

the whole message17


Brands go direct

18


Brands go direct

18


Brands go direct

18


Brands go direct

18


Brands go direct

19


Brands go direct

20


Brands go direct

20


Brands go direct

20


Brands go direct

20


Brands go direct

20


Brands go direct

20


Brands go direct

20


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 ???

21


„Open“ data

22


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)?

23


(Micro)blogging

24


(Micro)blogging

24


(Micro)blogging

24


Branded Entertainment

25



25



25


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

74 %

16 %

7 %

3 %

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

ever.

• „Engagement Marketing“: Don‘t pitch the

customer - entice her!

• Cooperations foster disruption

29


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: [email protected]

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mailto:[email protected]

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