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Welcome to the post-digital age!
Trends and predictions that are already
happening (Inmedio case-study)
Alexandru Cernates...
“What have you done for me lately?”
Does digital sell for you?
YOU (should) CREATE THE TRENDS!
Let’s see how

sells with digital!
(part of the) BRIEF

• How can we use digital to create a
measurable way to get more clients into our
stores and increase ...
SOLUTION: Think “post-digital”
• Assume that the consumer is connected, uses
digital as means of generating convenience
an...
We digitally extended a traditional product.
We created a TRADIGITAL product.
The tradigital product
Website

Store

The new services:
•
•
•
•

Reserve your magazine
Create your alerts
Check magazine ...
How did we promote it?
• In-store
• Organic, on the brand’s own digital assets

NO EXTERNAL ADDITIVES 
(NO EXTRA MEDIA BU...
How did it work?
(in the first 3 months from the launch in November 2013)
Accounts created – 3 months period
950

1.400

New accounts

Total accounts

>1.169
Service
activations
Service activation...
Activations by service – 3 months period
301

184

684

Magazine
Requests

Magazine
Reservations

Magazine
Alerts

38%

48...
Activations by service – 3 months period
301
38%
Success
Rate

184

684

Magazine
Requests

Magazine
Reservations

Magazin...
We will also measure the alert system soon
In February and March we are offering one
free coffee to users who have subscri...
Inmedio Tradigital Ecosystem
Campaigns: display,
special projects

Added value services as
owned advertising channels!!!

...
Where will we go from here?
•
•
•
•
•
•
•
•

Rise of the niche networks
Brands use of real-time data
Social Media integrat...
Key Takeaways
• Marketers and agencies (should) set the trends,
based on the brand’s needs
• You can (and should) extend y...
QUESTIONS?
Thank you !
Alexandru Cernatescu
CEO & Head of Strategy
Let’s stay in touch! 
Alexandru Cernatescu
CEO, Head of Strategy & Innovation
telephone: +4 037.274.0777
e-mail:
alexandr...
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Digital Marketing Forum 2014 - Inmedio Case Study - Trends that are already happening (Keynote by Alex Cernatescu)

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A presentation that shows the agency's approach towards creating a "brand owned" channel by creating a new "tradigital" product. Infinit and Inmedio added a digital layer over the traditional product by adding online added-value services to the traditional store services.

Published in: Marketing
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Digital Marketing Forum 2014 - Inmedio Case Study - Trends that are already happening (Keynote by Alex Cernatescu)

  1. 1. Welcome to the post-digital age! Trends and predictions that are already happening (Inmedio case-study) Alexandru Cernatescu CEO & Head of Strategy
  2. 2. “What have you done for me lately?”
  3. 3. Does digital sell for you?
  4. 4. YOU (should) CREATE THE TRENDS!
  5. 5. Let’s see how sells with digital!
  6. 6. (part of the) BRIEF • How can we use digital to create a measurable way to get more clients into our stores and increase the revenues that they will generate?
  7. 7. SOLUTION: Think “post-digital” • Assume that the consumer is connected, uses digital as means of generating convenience and will embrace a brand that will adapt itself into that direction. • As part of our strategy we decided to create and activate several added-value digital services that start in online and finalize in the store.
  8. 8. We digitally extended a traditional product.
  9. 9. We created a TRADIGITAL product.
  10. 10. The tradigital product Website Store The new services: • • • • Reserve your magazine Create your alerts Check magazine availability Request a magazine in a store near you
  11. 11. How did we promote it? • In-store • Organic, on the brand’s own digital assets NO EXTERNAL ADDITIVES  (NO EXTRA MEDIA BUDGET)
  12. 12. How did it work? (in the first 3 months from the launch in November 2013)
  13. 13. Accounts created – 3 months period 950 1.400 New accounts Total accounts >1.169 Service activations Service activations until 31st January 2014
  14. 14. Activations by service – 3 months period 301 184 684 Magazine Requests Magazine Reservations Magazine Alerts 38% 48% ?% Success Rate Success Rate Success Rate 140 Magazines SOLD 89 Magazines SOLD ? Magazines SOLD Magazines requested, delivered and sold until 31st of January Magazines reserved, and sold until 31st of January Alerts set, and magazine sold based on them
  15. 15. Activations by service – 3 months period 301 38% Success Rate 184 684 Magazine Requests Magazine Reservations Magazine Alerts 140 Magazines SOLD 48% Success Rate 89 Magazines SOLD ?% Success Rate ? Magazines SOLD (measurable) Turnover – until 31st of January 2014 4.480 RON 1.170 RON ? RON
  16. 16. We will also measure the alert system soon In February and March we are offering one free coffee to users who have subscribed to our alerts system and then buy the magazines from our stores. 684 Magazine Alerts ?% Success Rate ? Magazines SOLD Turnover ?
  17. 17. Inmedio Tradigital Ecosystem Campaigns: display, special projects Added value services as owned advertising channels!!! CRM , Loyalty: Emailing, SMS, Alerts Added value services as owned advertising channels!!! Digital in store activations Social Media: Management, Gamification, Apps etc. Added value services as owned advertising channels!!!
  18. 18. Where will we go from here? • • • • • • • • Rise of the niche networks Brands use of real-time data Social Media integration Loyalty systems Virtual currency Gamification ( + Social) Hyper-connectivity Mobile integration •∞
  19. 19. Key Takeaways • Marketers and agencies (should) set the trends, based on the brand’s needs • You can (and should) extend your products or services in the virtual world –> tradigital products • Start living in the post-digital era: assume your “traditional” consumers are digital and adapt your brand to their behavior
  20. 20. QUESTIONS?
  21. 21. Thank you ! Alexandru Cernatescu CEO & Head of Strategy
  22. 22. Let’s stay in touch!  Alexandru Cernatescu CEO, Head of Strategy & Innovation telephone: +4 037.274.0777 e-mail: alexandru@infinitsolutions.ro web: www.infinitsolutions.ro LinkedIn: http://www.linkedin.com/in/alexcernatescu http://www.linkedin.com/company/infinit-solutions Facebook: http://www.facebook.com/alex.cernatescu http://www.facebook.com/infinitsolutions.ro Twitter: http://twitter.com/alexcernatescu Slideshare: http://www.slideshare.net/AlexCernatescu Personal blog: http://www.alexcernatescu.com

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