The Cinderella Project
A Tale of Rebuilding Customer Relationships
Martin Gross-Albenhausen
Chefredakteur „Der Versandhausberater“

Once upon a time...
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Prince Charming, 22,
handsome, unmarried, high
income, looking for spouse,
ABC+, no older than 20,
beautiful. Invitation to great
ballroom reception. RSVP.
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Invitatio ad offerendum
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From Deduction
to Induction
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Deduction:
ABC+, female, 35-50 work best for us
Prospect XYZ is part of that group
Probability of Purchase +++
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Induction:
Customer A rates product X great
Customer B rates product X great
Customer C rates product X great
Therefore we should
a) feature product X
b) look for others who talk about product X
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„If the news is that important,
it will find me!“
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„If the news is that important,
it will find me!“
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Process Re-engineering
tech.
Copy Picture
Data
Catalogs Media Shop
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Process Re-engineering
tech.
Copy Picture
Data
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Process Re-engineering
tech.
Copy Picture
Data
Intermediaries
Google Communities (Marketplaces
etc.)
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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
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„Open“ data
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Social Media
Community
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Social Media
Community Community Community
Community Community
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Social Media
Proximity- Purpose- Passion-
Community Community Community
Practice- Providence-
Community Community
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Social B2B?
(c) Rubicon Consulting
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Social Media
(c) Rubicon Consulting
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Customer Engagement
Social
Ratings/Reviews, Commerce,
MassCustomization, Social Media
Woot & Co. 3%
7%
16 %
Catalogs 74 % Personalization,
Teleshopping Collaboration,
Web 1.0 Recommendation
Kelly Mooney, The O.P.E.N. Brand

(Micro)blogging
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(Micro)blogging
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(Micro)blogging
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B2B: Twitter
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B2B: Twitter
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B2B: Microblogging
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B2B: Microblogging
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Ratings & Reviews
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Ratings & Reviews
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Ratings & Reviews
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Ratings & Reviews
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Ratings & Reviews
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Ratings & Reviews
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B2B: Ratings & Reviews
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Supply Chain goes
Demand Chain
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Supply Chain goes
Demand Chain
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Supply Chain goes
Demand Chain
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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

Mail-Order 2009
Mail-Order 1.0 Mail-Order 2.0
Lean Back Lean Forward
Hard-Selling Soft-Selling, Sell-a-tainment
Action Reaction Interaction
Direct Marketing, „last click“ Indirect Marketing, „Attribution“

Scoring Social Web
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Web 3.0
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Web 3.0
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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