Deconstructing Mail Order

859 views

Published on

Further thoughts about how the web is deconstructing the old way of conceiving mail order advertising. Copy, picture and technical data are split up and have to singularly suffice as offer. Cooperations foster disruptive marketing concepts, as customers no longer have a coherent sales environment as in mail order catalogs.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
859
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
17
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Deconstructing Mail Order

  1. 1. Deconstructing Mail-Order: Old Habits, New Technologies and Innovative Approaches in Distance Selling Martin Gross-Albenhausen Chefredakteur „Der Versandhausberater“ Donnerstag, 9. April 2009
  2. 2. Mail-Order 2009 2 Donnerstag, 9. April 2009
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. „Reality sucks“ 10 Donnerstag, 9. April 2009
  11. 11. Catalog (classic) Donnerstag, 9. April 2009
  12. 12. Catalog (classic) Donnerstag, 9. April 2009
  13. 13. Catalog (classic) Donnerstag, 9. April 2009
  14. 14. Catalog (classic) Donnerstag, 9. April 2009
  15. 15. Catalog (modern) Donnerstag, 9. April 2009
  16. 16. Catalog (modern) Donnerstag, 9. April 2009
  17. 17. Catalog (modern) Donnerstag, 9. April 2009
  18. 18. Catalog (modern) 13 Donnerstag, 9. April 2009
  19. 19. Catalog (modern) 13 Donnerstag, 9. April 2009
  20. 20. Catalog (modern) 13 Donnerstag, 9. April 2009
  21. 21. Catalog (modern) 13 Donnerstag, 9. April 2009
  22. 22. Catalog (modern) 13 Donnerstag, 9. April 2009
  23. 23. Catalog (modern) 13 Donnerstag, 9. April 2009
  24. 24. Catalog (modern) 13 Donnerstag, 9. April 2009
  25. 25. Catalog (modern) 14 Donnerstag, 9. April 2009
  26. 26. Catalog (modern) 14 Donnerstag, 9. April 2009
  27. 27. Catalog (modern) 14 Donnerstag, 9. April 2009
  28. 28. Catalog (modern) 14 Donnerstag, 9. April 2009
  29. 29. Catalog (modern) 14 Donnerstag, 9. April 2009
  30. 30. Process Re-engineering tech. Copy Picture Data Catalogs Media Shop 15 Donnerstag, 9. April 2009
  31. 31. Process Re-engineering tech. Copy Picture Data Comparison- Google Communities Shopping, Marketplaces 16 Donnerstag, 9. April 2009
  32. 32. 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
  33. 33. Brands go direct 18 Donnerstag, 9. April 2009
  34. 34. Brands go direct 18 Donnerstag, 9. April 2009
  35. 35. Brands go direct 18 Donnerstag, 9. April 2009
  36. 36. Brands go direct 18 Donnerstag, 9. April 2009
  37. 37. Brands go direct 19 Donnerstag, 9. April 2009
  38. 38. Brands go direct 20 Donnerstag, 9. April 2009
  39. 39. Brands go direct 20 Donnerstag, 9. April 2009
  40. 40. Brands go direct 20 Donnerstag, 9. April 2009
  41. 41. Brands go direct 20 Donnerstag, 9. April 2009
  42. 42. Brands go direct 20 Donnerstag, 9. April 2009
  43. 43. Brands go direct 20 Donnerstag, 9. April 2009
  44. 44. Brands go direct 20 Donnerstag, 9. April 2009
  45. 45. 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
  46. 46. „Open“ data 22 Donnerstag, 9. April 2009
  47. 47. 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
  48. 48. (Micro)blogging 24 Donnerstag, 9. April 2009
  49. 49. (Micro)blogging 24 Donnerstag, 9. April 2009
  50. 50. (Micro)blogging 24 Donnerstag, 9. April 2009
  51. 51. Branded Entertainment 25 Donnerstag, 9. April 2009
  52. 52. Branded Entertainment 25 Donnerstag, 9. April 2009
  53. 53. Branded Entertainment 25 Donnerstag, 9. April 2009
  54. 54. 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
  55. 55. 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
  56. 56. 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
  57. 57. 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
  58. 58. Thank you for your attention! Questions, comments? +, %&* quot;# )'' ( %&' $quot; Anything else? – Call me! quot;# ! ,! &$ )+quot; ,* &! Tel: +49-228-688 39 48 -% )5 == <, 7. );quot; %&+ Fax: +49-228-35 44 72 0: 9 quot;* ( quot;5 08 +) +)5 quot;# E-Mail: gro@vnr.de quot;# 6 7* )5& ,! 4)& (0 3 ( 20& quot;$ -. & &1 +, %&* /0 quot;# ( )'' ( %&' $quot; quot;# ! ! Donnerstag, 9. April 2009

×