How? We doubled our role in devaluechain and became a (r)etailer as well!
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
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
How to create customerloyalty?Be relevant & Create added value• Assortiment• Segmentation / E-mail• Excellent service
Research• Marketdata ( GFK )• 2009 & 2010: 160.000 e-bikes per year• Juli: 25.000 e-bikes• Average price: € 1.900,=
Research• Webshop panel• Are you interested in buying this… > 63% interested > 13% very interested > 1,4% bereid tot koop
Our readers needs• Excellent bike• Good price• Home delivery• Guarantee• Repairservice @ home
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 )
The partners• De Telegraaf: Webshop, Marketing en Customersupport• Kemp Starley: Manufacturer ( Bdexx/Forenses)• Fietsned: Guarantee and repairservice• Kusters: Homedelivery e-bikes
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
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 ”
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.
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
Why going beyond your corebusiness is not a bad idea?
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