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.

1. The Cinderella Project
A Tale of Rebuilding Customer Relationships
Martin Gross-Albenhausen
Chefredakteur „Der Versandhausberater“

2. Once upon a time...
2

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

5. Invitatio ad offerendum
5

6. 6

7. From Deduction
to Induction
7

8. Deduction:
ABC+, female, 35-50 work best for us
Prospect XYZ is part of that group
Probability of Purchase +++
8

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. „If the news is that important,
it will find me!“
10

11. „If the news is that important,
it will find me!“
10

12. Process Re-engineering
11
Copy Picture
tech.
Data
Catalogs ShopMedia

13. Process Re-engineering
12
Copy Picture
tech.
Data

14. Process Re-engineering
12
Copy Picture
tech.
Data
Google
Intermediaries
(Marketplaces
etc.)
Communities

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

16. 14

17. 14

18. 14

19. 14

20. 14

21. 14

22. 14

23. 15

24. 15

25. 15

26. 15

27. „Open“ data
16

28. Social Media
17
CommunityCommunityCommunityCommunityCommunity

29. Social Media
17
Community
Community CommunityCommunity
Community

30. Social Media
18
Purpose-
Community
Providence-
Community
Practice-
Community
Passion-
Community
Proximity-
Community

31. Social B2B?
19
(c) Rubicon Consulting

32. Social Media
20
(c) Rubicon Consulting

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. (Micro)blogging
22

35. (Micro)blogging
22

36. (Micro)blogging
22

37. B2B: Twitter
23

38. B2B: Twitter
23

39. B2B: Microblogging
24

40. B2B: Microblogging
24

41. Ratings & Reviews
25

42. Ratings & Reviews
25

43. Ratings & Reviews
25

44. Ratings & Reviews
25

45. Ratings & Reviews
25

46. Ratings & Reviews
25

47. B2B: Ratings & Reviews
26

48. 27

49. 27

50. 27

51. 27

52. 27

53. Supply Chain goes
Demand Chain
28

54. Supply Chain goes
Demand Chain
28

55. Supply Chain goes
Demand Chain
28

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. 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. Scoring Social Web
31

59. Web 3.0
32

60. Web 3.0
33

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