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Prague2009

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The Cinderella-Project: How retailers have to set out to find their future customers instead of waiting for them to line up at their stores, call-centers or online-shops.

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Prague2009

  1. 1. The Cinderella Project A Tale of Rebuilding Customer Relationships Martin Gross-Albenhausen Chefredakteur „Der Versandhausberater“
  2. 2. Once upon a time... 2
  3. 3. Prince Charming, 22, handsome, unmarried, high income, looking for spouse, ABC+, no older than 20, beautiful. Invitation to great ballroom reception. RSVP. 3
  4. 4. 4
  5. 5. Invitatio ad offerendum 5
  6. 6. 6
  7. 7. From Deduction to Induction 7
  8. 8. Deduction: ABC+, female, 35-50 work best for us Prospect XYZ is part of that group Probability of Purchase +++ 8
  9. 9. 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 9
  10. 10. „If the news is that important, it will find me!“ 10
  11. 11. „If the news is that important, it will find me!“ 10
  12. 12. Process Re-engineering 11 Copy Picture tech. Data Catalogs ShopMedia
  13. 13. Process Re-engineering 12 Copy Picture tech. Data
  14. 14. Process Re-engineering 12 Copy Picture tech. Data Google Intermediaries (Marketplaces etc.) Communities
  15. 15. 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 13
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  21. 21. 14
  22. 22. 14
  23. 23. 15
  24. 24. 15
  25. 25. 15
  26. 26. 15
  27. 27. „Open“ data 16
  28. 28. Social Media 17 CommunityCommunityCommunityCommunityCommunity
  29. 29. Social Media 17 Community Community CommunityCommunity Community
  30. 30. Social Media 18 Purpose- Community Providence- Community Practice- Community Passion- Community Proximity- Community
  31. 31. Social B2B? 19 (c) Rubicon Consulting
  32. 32. Social Media 20 (c) Rubicon Consulting
  33. 33. Customer Engagement Catalogs Teleshopping Web 1.0 Personalization, Collaboration, Recommendation Ratings/Reviews, MassCustomization, Woot & Co. Social Commerce, Social Media 74 % 16 % 7 % 3 % Kelly Mooney, The O.P.E.N. Brand
  34. 34. (Micro)blogging 22
  35. 35. (Micro)blogging 22
  36. 36. (Micro)blogging 22
  37. 37. B2B: Twitter 23
  38. 38. B2B: Twitter 23
  39. 39. B2B: Microblogging 24
  40. 40. B2B: Microblogging 24
  41. 41. Ratings & Reviews 25
  42. 42. Ratings & Reviews 25
  43. 43. Ratings & Reviews 25
  44. 44. Ratings & Reviews 25
  45. 45. Ratings & Reviews 25
  46. 46. Ratings & Reviews 25
  47. 47. B2B: Ratings & Reviews 26
  48. 48. 27
  49. 49. 27
  50. 50. 27
  51. 51. 27
  52. 52. 27
  53. 53. Supply Chain goes Demand Chain 28
  54. 54. Supply Chain goes Demand Chain 28
  55. 55. Supply Chain goes Demand Chain 28
  56. 56. 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
  57. 57. 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“
  58. 58. Scoring Social Web 31
  59. 59. Web 3.0 32
  60. 60. Web 3.0 33
  61. 61. 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

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