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MULTICHANNEL STRATEGIESinaDigitalandMobileWorld
CPMConven3on,Frankfurt,WesthafenPier1
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PROFILEPROF. DR. NIKLAS MAHRDT
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OVERVIEW
Expertise
Biography
Marketing, Brands, Campaigning, Internet, Trends, CrossmediaE-Commerce, Multichannel-Marketing.
Since 2003: Professor for Marketing & E-CommerceSince 2003: Founder & Owner of MEDIA ECONOMICS InstituteSince 2000: Consulting, Workshops, Keynotes.
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OVERVIEW
INSTITUTEUniversity of Applied Sciences
Customers/ Partners(Selection)
TRAINING, RESEARCH &
CONSULTING
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SELECTED REFERENCES
Publications
Benchmark-DatenbankzuKampagnen,Crossmedia,Online-
WerbungundE-Commerce
Key Notes Articles
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MitfreundlicherUntersttzungvon:
Online-
Shops
Source:ECC/Hybris-Studie
MULTICHANNEL-COMMERCEALMOST 40% OF REVENUES IN STORES GENERATED BY ONLINE & MOBILE DEVICES
Stores
Catalogues
Online-Shopping
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TREND ? Fashion Pop Up-Stores
TESCO / HOMEPLUSNew opportunities
for the whole retail sector?
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ADCONTACTS/
SALESACTIVITIES
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Case: eBays Multichannel-Strategy
Online-Shop via Smartphone mit Laden vor Ort verknpft
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BESTSELLER GROUP(VERO MODA / JACK & JONES)
POP-UP STORE IN AARHUS
A PERFECT SOLUTION FOR
EMPTY SHOPS / DOWNTOWN RETAIL
RETAIL CHAINS CAN USE QR-BASED
SHOP TO TEST LOCATIONS / CITIES
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iPADS IN FLAGSHIP STORESIN NYC & LONDON
TO SUPPORT SALES
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CROCS SOHO STORE NYC ->
MAINLY SAMPLE PARTS
iPADS FOR SALES STAFF & PoS-TERMINAL
TO FULFIL ORDERS (INTRA-DAY-DELIVERY) IN MANHATTAN.
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ADIVERSE VIRTUAL FOOTWEAR WALLiPADS FOR SALES STAFF &FOR COMPLETE CHECK-OUT-PROCESS
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DO YOU KNOW WITH WHAT KIND OF DEVICEYOUR CUSTOMER CONTACTS YOUR SALES CHANNELS .....?
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ONLINE-MARKETING TOOLBOX
FOR FASHION BRANDS
E-MAIL MARKETING
AFFILIATE MARKETINGTARGETING
SOCIAL NETWORKSFACEBOOK/ TWITTER/ YOUTUBE/ BLOGS
LINK PARTNERSHIPS
BANNER/DISPLAY
ON-SITE
CAMPAIGNS
LANDING PAGES /
MICROSITE
SEM / KEYWORD ADVERTISING
SEO / Optimization
CONVERSION RATE IN FASHION4%
Source:E-Fashion2011-Study:Sampleof114FashionCompanies.
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DAY-TO-DAY ROUTINE: MARKETING DECISIONS
popular, but ....
In fashion business at least 0,80 CPC (brand key words much higher)
(Cost-per-Click-Visitor)
conversion rate, e.g. 3% ->visits : transactions33 : 126,40 costs per new customer !
=
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MitfreundlicherUntersttzungvon:
SUCCESS FACTORS OF FASHION-ONLINE-SHOPS
With friendly support of:
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GENDER-ORIENTED E-MAIL-MARKETING
-> HIGHER CONVERSION RATES WITH GENDER-ORIENTED E-MAIL-NEWSLETTER
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BEST
PRACTICE
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SOCIAL MEDIA: USE OF SOCIAL MEDIA IN FASHION
-> Facebook strategy is vital for your online sales successin fashion
94% of fashion companies operate Facebook fanpages
62% of fashion companies employ Twitter accounts
58% of fashion companies operate a brand channel on YouTube
Source:E-Fashion2011-Study:Sampleof114FashionCompanies.
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FASHION COMPANIES:
NUMBER OF FANS
-> 50% of fashion companies with a fanbase > 10.000 fans-> 25% of fashion companies with a fanbase > 100.000 fans
Source:E-Fashion2011-Study:Sampleof114FashionCompanies.
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BUT .... CAN YOU HANDLE IT ?
Professionalresponse
within1 hour
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FASHION COMPANIES:
POSTING FREQUENCY ON FACEBOOK
-> 50% of fashion companiesare posting at least 3 times per week
Dailyxper1xperseveral3mes1xperlessthan
weekweekpermonthmonth1xpermonth
Source:E-Fashion2011-Study:Sampleof114FashionCompanies.
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7 DEADLY SINS OF
FACEBOOK-MARKETING
1.Deletion of critical user posts (censorship)2.Boring or predictable content3.Ignoring comments and opinions4.Slow or incompetent responses5.Sweepstakes/awards/competitions breach guidelines6.Insufficient time budget for Facebook activities7.Lack of integration into brand & coporate strategy
Source:E-Fashion2011-Study
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TREND ?
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MULTICHANNEL-MANAGEMENT =MOTIVATING EMPLOYEES
GOALS & TARGET GROUPS
Strategy
Marketing
Assortment Pricing ServicesHarmonization & Integration of Online & Offline
Coordination and Adjustment
Processes Organisation Culture IT-DatabaseImplementation of Multichannel-Concept
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AVAILABILITY CHECK IN PoS VIA ONLINE SHOP
CASE ESPRIT
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AVAILABILITY CHECK IN PoS VIA ONLINE SHOP
CASE ESPRIT
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AVAILABILITY CHECK IN PoS VIA ONLINE SHOP
CASE ESPRIT
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TREND: VIRTUAL FITTING
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TRENDs ?
MACYs MAGIC FITTING ROOM:touch-technology
Miss Selfridges Magic Mirror:motion capture
Novomind iShop & Conleys
motion capture
Upcload: measuring technology
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TREND ? Fashion Pop Up-Stores
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Case: STAPLES Australia auf YouTube
Kreativitt lohnt sich erst recht!
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RECENT PUBLICATION (2011):MANAGEMENT POSTER COMMERCE CUBES:
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RECENTPUBLICATION(2011):MANAGEMENT-POSTERCOMMERCECUBES :
-BUILDINGUPMULTICHANNEL-STRUCTURES(Informa3on:www.commerce-cubes.de)
STRATEGYCUB
ESFORO
NLINE-IN
TERFAC
ES
English-Versionavailable
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FACHDOKU (2012) ELECTRONIC FASHION (2010) CROSSMEDIA (2009)
LATEST BOOKS