Charles aalders

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Charles aalders

  1. 1. De Telegraaf WebshopTurn your readers into customers!
  2. 2. Charles Aalders• De Telegraaf • E- commerce• Largest dutch • Categorymanagement newspaper & businessdevelopment• Circulation 600.000 • Started in 2008• Subscribers 500.000 • 10 mio turnover 2011• 2,1 mio readers • 50% growth per year• Telegraaf.nl 3,5 mio • 2016: 60 mio turnover visitors per month• App’s : 300.000 downloads
  3. 3. We still reach millions of consumers every day
  4. 4. We know their needs
  5. 5. They trust us
  6. 6. They are used to readeroffers
  7. 7. We offer a wonderfull stage for manufacturers
  8. 8. And there’s a opportunity
  9. 9. The channel-shift
  10. 10. What is the key to the success?
  11. 11. Where’s the money in de valuechain?
  12. 12. Get in control
  13. 13. How? We doubled our role in devaluechain and became a (r)etailer as well!
  14. 14. Our businessmodel• 1. Unique offer ( either as product or in price)• 2. Advertising free of cost for the supplier• 3. Economic risks on stock for the supplier• 4. Attractive gross margin for De Telegraaf• 5. Distribution through traditional retailoutlets optional
  15. 15. Assortment• Based on the needs of our targetgroup• Fit with our editorial concepts• Average age readers: 50• Books, DVD & CD, Household appliances, Fashion, Cooking, Watches & Jewelry, Health, Outdoor, Golf, e-bikes
  16. 16. How to create customerloyalty?Be relevant & Create added value• Assortiment• Segmentation / E-mail• Excellent service
  17. 17. Kemp Starley case
  18. 18. Research• Marketdata ( GFK )• 2009 & 2010: 160.000 e-bikes per year• Juli: 25.000 e-bikes• Average price: € 1.900,=
  19. 19. Research• Webshop panel• Are you interested in buying this… > 63% interested > 13% very interested > 1,4% bereid tot koop
  20. 20. Our readers needs• Excellent bike• Good price• Home delivery• Guarantee• Repairservice @ home
  21. 21. We offered them• E- bike voor € 799,=• For women and men• Free of charge home delivery with a brief explanation• Guarantee and free of charge repairservice at home by our partner Fietsned• Free of charge out of home service ( flat tire )
  22. 22. The partners• De Telegraaf: Webshop, Marketing en Customersupport• Kemp Starley: Manufacturer ( Bdexx/Forenses)• Fietsned: Guarantee and repairservice• Kusters: Homedelivery e-bikes
  23. 23. The results• We sold 1.400 e-bikes in 3 months• € 1.100.000 turnover• 44.000 visitors on the productpage• 16.000 viewers infomercial• 1.500 inbound calls
  24. 24. We turned our readers into customers• De Telegraaf has 500.000 subscribers• De Telegraaf webshop has 500.000 customers• Definition customer:• “ a person with a webshop account who bought one or more products in our webshop during the last 12 months ”
  25. 25. And now we turn our customers into readers• 50% of our customers has no subscription We offer them successfully a trail subscription on De Telegraaf. So now we also turn our customers into readers.
  26. 26. Rome wasn’t built in a day
  27. 27. Do’s• Make e-commerce a strategic issue• Create a businessunit• Empower it• “ The last mile” - Outsource technology , fulfilment & logistics. Select the best partners.• Concentrate on your corebusiness
  28. 28. Why going beyond your corebusiness is not a bad idea?
  29. 29. Change the game• Think Triple-Win - Consumer needs - Manufacturer needs - Your own needs• Become a (r) etailer as well - create a e-commerce platform• Turn your readers into customers

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