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 Donnerstag, 9. April 2009

Mail-Order 2009 Order Channels (in %) 80 78,6 73,1 66,4 60 62,1 59,6 63,5 54,0 56,4 42,9 46,0 40 20 0 2005 2006 2007 2008 2009 via Catalog via Internet 3 Donnerstag, 9. April 2009

Mail-Order 2009 Ages 14-29 (in %) 90 83,3 85,0 78,0 69,4 68 68,8 70,0 61,5 55,6 45 47,1 47,6 23 0 2005 2006 2007 2008 2009 via Catalog via Internet 4 Donnerstag, 9. April 2009

Mail-Order 2009 Multichannel 90% 0,504 0,387 68% 45% 23% 0,435 0,317 0% 2005 2006 % of all Internet-Buyer who also shopped by Catalog % of all Catalog-Buyers who also shopped by Web 5 Donnerstag, 9. April 2009

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 Donnerstag, 9. April 2009

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 Donnerstag, 9. April 2009

More channels more chances Direct Market- Media Live- Mail Stores Shopping Places Telephone Online- SEM Clubs e-Mail Shop ... Catalog TV Social RSS Networks Affiliates 8 Donnerstag, 9. April 2009

Patchwork rather than „fil-a-fil“? Market- Direct Live- Media SEM Stores Shopping Places Mail Online- Clubs e-Mail Telephone TV Shop Social ... Catalog Affiliates RSS Networks 9 Donnerstag, 9. April 2009

„Reality sucks“ 10 Donnerstag, 9. April 2009

Catalog (classic) Donnerstag, 9. April 2009

Catalog (modern) Donnerstag, 9. April 2009

Catalog (modern) 13 Donnerstag, 9. April 2009

Catalog (modern) 14 Donnerstag, 9. April 2009

Process Re-engineering tech. Copy Picture Data Catalogs Media Shop 15 Donnerstag, 9. April 2009

Process Re-engineering tech. Copy Picture Data Comparison- Google Communities Shopping, Marketplaces 16 Donnerstag, 9. April 2009

Process Re-engineering • 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 message 17 Donnerstag, 9. April 2009

Brands go direct 18 Donnerstag, 9. April 2009

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 Donnerstag, 9. April 2009

„Open“ data 22 Donnerstag, 9. April 2009

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 Donnerstag, 9. April 2009

(Micro)blogging 24 Donnerstag, 9. April 2009

Branded Entertainment 25 Donnerstag, 9. April 2009

Mail Order 2009 Mail Order 1.0 Mail Order 2.0 Copywriter 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 Donnerstag, 9. April 2009

Modelle Versandhandel 1.0 Versandhandel 2.0 Lean Back Lean Forward Hard-Selling Soft-Selling, Sell-a-tainment Action Reaction Interaction Direct Marketing, „last click“ Indirect Marketing, „Attribution“ Donnerstag, 9. April 2009

Customer Engagement Social Commerce, Ratings/Reviews, Social Media MassCustomization, Woot & Co. 3% 7% 16 % Personalization, 74 % Catalogs Collaboration, Teleshopping Recommendation Web 1.0 Kelly Mooney, The O.P.E.N. Brand Donnerstag, 9. April 2009

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 Donnerstag, 9. April 2009

Thank you for your attention! Questions, comments? +, %&* \"# )'' ( %&' $\" Anything else? – Call me! \"# ! ,! &$ )+\" ,* &! Tel: +49-228-688 39 48 -% )5 == <, 7. );\" %&+ Fax: +49-228-35 44 72 0: 9 \"* ( \"5 08 +) +)5 \"# E-Mail: gro@vnr.de \"# 6 7* )5& ,! 4)& (0 3 ( 20& \"$ -. & &1 +, %&* /0 \"# ( )'' ( %&' $\" \"# ! ! Donnerstag, 9. April 2009

Deconstructing Mail Order

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