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no goldfish Artikel: Kein Frühstück bei Amazon

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Mit den Beiträgen im ‚no goldfish‘ Marketingblog begleiten wir unsere Leser regelmäßig auf der Reise durch die Marketingwelt. Wir erforschen alte und neue Welten, entdecken Ungeheuer, spannen den Bogen zwischen Theorie und Praxis und stellen komplexe Sachverhalte verständlich dar. Es darf gestaunt, geschrien, gegrübelt und gelächelt werden.

In unserem Marketingliteraturexperiment auf Slideshare möchten wir Worte mit Bildern anreichern und das Ganze taschenfreundlich verpacken.

Der Artikel "Kein Frühstück bei Amazon" gehört der Kategorie "Vertrieb" an und befasst sich mit dem Thema "Click to Brick".

Published in: Marketing
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no goldfish Artikel: Kein Frühstück bei Amazon

  1. 1. KEIN FRÜHSTÜCK BEI AMAZON Ein Blogartikel bricht aus: Kategorie: Vertrieb Thema: Click to Brick no goldfish | Literatur zum Thema Marketing
  2. 2. „Ich bin jemand, den es immer wieder zu den Orten hinzieht, wo er früher gewohnt hat, zu den Häusern und ihrer Umgebung. So steht in der Upper Eastside das Haus aus rotbraunem Sandstein mit meiner allerersten NewYorker Wohnung während der ersten Kriegsjahre. Sie bestand aus nichts weiter als einem Zimmer, vollgestopft mit Möbeln vom Dachboden, darunter ein Sofa und Polstersessel, bezogen mit einem kratzigen roten Samt, der an heißeTage in der Eisenbahn erinnert.“ Diese Einleitung ausTruman Capotes „Frühstück beiTiffany“ vermag nicht nur, mit Hilfe von gerade drei Sätzen, ein lebhaftes Bild im Kopf zu erzeugen. Sie erklärt zudem subtil, warum wir, trotz der mit aller Macht in unseren Alltag dringenden Technik, (noch) nicht in einer virtuellen Matrix leben: Emotionen, die mit allen Sinnen erzeugt werden, wecken die stärksten Assoziationen. Die praktische Philosophie “Hier hatte ich ein schönes Erlebnis, hier kaufe ich immer wieder ein.” folgt eben dieser Logik. Sie ist einer der Gründe für eine Entwicklung, die hierzulande so langsam verläuft, dass sie Medien und Macher nur selten in Auf- regung versetzt. Bloomberg Businessweek nennt diese neuartige Bewegung „Click to Brick“. Unternehmen, die als Online-Händler oder Online-Dienstleister begannen, suchen den Kontakt zum Kunden in der realen Welt – einer Welt, in der sich Produkte anfassen, kosten oder riechen lassen und zwischenmenschliche Erlebnisse eine neue Dimension gewinnen. Ein virtueller Laden ist zwar immer geöffnet. Er erlaubt dem Käufer auch, sich der Bequemlichkeit völlig hinzugeben – egal, ob der in einem Unternehmen sitzt und Schrauben aus einer entlegenen Provinz in China ordert oder vom Sofa aus zehn Paar bunte Socken beim Strick-Dienst-Luise bestellt. Und doch hat DaWanda inzwischen ein „echtes“ Geschäft in Berlin (http://bit.ly/17U2Azy), die Waldmanufakturen eines in Bayerisch Eisenstein (http://bit.ly/1BTRsAv) und Numelo eines in Stuttgart. (http://bit.ly/1FcYQEp) Zalando findet man inzwischen sogar in Frankfurt (http://bit.ly/1BTRLve). Selbst eBay testete bereits einen temporären „Pop-up Shop“. Das Unternehmen weiß eben, dass die – häufig von den Unternehmen selbst gezogenen – Grenzen zwischen der „Online“ und „Offline“ Welt zunehmend verschwinden und der Kunde nicht mehr der ist, der er einmal war. In Konsequenz widmet es den Veränderungen, dieTechnik nach und nach in der Gesellschaft auslöst, eine ganze Plattform. „Die Zukunft des Handels“ analysiert unterschiedliche Aspekte des Wandels und fragt sich unter anderem: Werden Ladengeschäfte irgendwann zu Showrooms?
  3. 3. Deloitte erörtert im Rahmen dieses Zukunftsprojektes die Verzahnung jeglicher Vertriebs- und Kommunikationskanäle. In ihrem Bericht „Die Chance Omnichannel“ (http://bit.ly/1gb9cb3) stellen die Berater unterschiedliche Möglichkeiten vor, die sich aus der Allgegenwärtigkeit eines Unternehmens ergeben. In vielen bunten Grafiken und wenig reizvollen Sätzen lassen uns die Verfasser wissen: Wer in Zukunft etwas verkaufen möchte, sollte in einer Reihe von Kanälen präsent sein. Filialen, Kataloge, Websites, Apps und soziale Medien – ist man überall vertreten, vergrößern sich die Chancen, von Konsumenten wahrgenommen zu werden. Vertriebskanäle müssen außerdem flexibel gestaltet werden, damit Kunden jederzeit beim Kaufprozess den Kanal ihrer Wahl nutzen können. Für wen sich diese Empfehlung als hilfreich erweist, wird sich erst in einigen Jahren herausstellen. Ob sie der einzige Weg ist, um Kunden zu binden, darf man heute schon keck hinterfragen. Würden die Unternehmen doch nur die wenigen Kanäle, die ihnen zur Verfügung stehen, miteinander verknüpfen und Menschen nicht wie in Segmente gespaltene, im Verhalten genormte Wesen behandeln, wäre den Kunden schon geholfen. Wie dem auch sei. Eines steht jedenfalls fest: Nichts bleibt wie es ist. Auch Tiffany & Co. betreibt längst einen Online Shop und kommuniziert mit seinen Kunden über Facebook, Instagram, Pinterest,Twitter,Tumblr,YouTube und Google+. Doch ohne das Ladengeschäft in NewYork hätte es wederTruman Capotes welt- berühmten Kurzroman noch Audrey Hepburn in der Rolle von Holly Golightly gegeben. Oder können Sie sich vorstellen, dass sich jemand zu einem Stück Literatur mit dem Titel „Frühstück bei Amazon“ inspirieren lässt?
  4. 4. no-goldfish.de Text & Verantwortung FREIWASSER Marketing Silvia Rak Am Weimarfloß 22 60431 Frankfurt am Main www.freiwasser-marketing.com Grafikdesign Annette Schindler Bismarckstraße 29 63065 Offenbach http://www.grafikdesign-schindler.de

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