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Der Multi-Channel-Manager

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Vortrag im Management Forum Frankfurt am 15. August 2012.

Published in: Business
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Der Multi-Channel-Manager

  1. 1. Ein Erfahrungsbericht desTraditionshauses LodenfreyRalf MagerHead of E-Commerce / Online-Marketing15. August 2012Der Multi-Channel-Manager 1 | 13. Juni 2012 | Ralf Mager
  2. 2. LODENFREY? Sind das nicht dieTrachtenfuzzis?
  3. 3. 3 | 13. Juni 2012 | Ralf Mager
  4. 4. 4 | 13. Juni 2012 | Ralf Mager
  5. 5. 5 | 13. Juni 2012 | Ralf Mager
  6. 6. 6 | 13. Juni 2012 | Ralf Mager
  7. 7. 7 | 13. Juni 2012 | Ralf Mager
  8. 8. Ein Traditionshaus geht online1842 - www
  9. 9. 1842: Johann Georg Frey erhältLizenz zur Einrichtung einer Weberei LODENFREY Fabrik vor den Toren München9 | 13. Juni 2012 | Ralf Mager
  10. 10. 1850: Eröffnet Johann Georg Frey amMarienplatz das erste Geschäft Die Sensation: Das Geschäft verfügte über große, bis zum Boden reichende Glasfenster, hinter denen die feine Ware angeboten wurde. Man nannte sie „Schaufenster“.10 | 13. Juni 2012 | Ralf Mager
  11. 11. 1880: Erster LODENFREY Katalogwird versandtDie Sensation: Mit einer beiliegenden Karte konnten dieKunden außerhalb von München die Ware bestellen undbekamen diese geliefert.11 | 13. Juni 2012 | Ralf Mager
  12. 12. 1914: 1/1 Anzeige in der ZeitungDie Sensation: Die Anzeige erschien am selben Tag inganz Deutschland, dafür mussten neue Preislisten erstelltwerden.12 | 13. Juni 2012 | Ralf Mager
  13. 13. 1960er: Bademoden Prospekte13 | 13. Juni 2012 | Ralf Mager
  14. 14. 1960er: Allgemeine Werbung14 | 13. Juni 2012 | Ralf Mager
  15. 15. Zuhause in München am Dom:LODENFREY…§  … ist seit 1842 ein Familienunternehmen§  … bietet auf sechs Etagen über 7000 qm Verkaufsfläche§  … erwirtschaftet 2011/2012 rund 98 Mio. Umsatz§  … verkauft die attraktivsten Modelabels der Welt für Herren, Damen und Kinder§  … ist weltberühmt für seine Trachtenabteilung§  … bietet seit Ende 2010 Kollektionen unter www.lodenfrey.com an.15 | 13. Juni 2012 | Ralf Mager
  16. 16. Warum „eröffnete“ LODENFREYeinen Online-Store?§  Markenstärkung§  Anforderung der Kunden / Generationswechsel§  „Neue Formate“ sind der Wachstumsmotor§  Bekleidung ist neben Büchern die in Deutschland am häufigsten online gekaufte Produktgruppe§  Stationäre Kunden informieren sich vor dem Kauf online§  LODENFREY ist mit der umfangreichen Trachten- kollektion ein Nischen- anbieter16 | 13. Juni 2012 | Ralf Mager
  17. 17. Warum eigentlich Multichannel?
  18. 18. Darum...18 | 13. Juni 2012 | Ralf Mager
  19. 19. Multichannel – DieHerausforderungenDie Umsetzung von Multichannel hat großen Einfluss aufverschiedene Bereiche des Unternehmens:§  Interne Prozesse§  Marketing§  POS§  Kundenservice19 | 13. Juni 2012 | Ralf Mager
  20. 20. Auf welche Kanäle setzen wir?OFFLINE ONLINE•  POS •  Online-Shop•  Zeitungen / Magazine •  Newsletter•  Mailings •  facebook / G+ / XING•  Broschüren •  Bewertungsportale•  Events •  pinterest•  Postkarten •  YouTube•  Kundenkarte •  Retargeting•  Plakatwerbung •  SEO / SEM •  Affiliate •  Couponing •  Display20 | 13. Juni 2012 | Ralf Mager
  21. 21. Multichannel Marketing
  22. 22. Multichannel MarketingHerstellung von Werbemitteln22 | 13. Juni 2012 | Ralf Mager
  23. 23. Multichannel MarketingHerstellung von Werbemitteln23 | 13. Juni 2012 | Ralf Mager
  24. 24. Multichannel MarketingVerknüpfung On- und Offline24 | 13. Juni 2012 | Ralf Mager
  25. 25. … an den Schaufenstern25 | 13. Juni 2012 | Ralf Mager
  26. 26. … auf allen Drucksachen26 | 13. Juni 2012 | Ralf Mager
  27. 27. ... mit einem eigenen Prospekt27 | 13. Juni 2012 | Ralf Mager
  28. 28. … in den Aufzügen28 | 13. Juni 2012 | Ralf Mager
  29. 29. … Aftersales29 | 13. Juni 2012 | Ralf Mager
  30. 30. … Aftersales30 | 13. Juni 2012 | Ralf Mager
  31. 31. … Aftersales31 | 13. Juni 2012 | Ralf Mager
  32. 32. Einsatz von QR-Codes32 | 13. Juni 2012 | Ralf Mager
  33. 33. facebookShop33 | 13. Juni 2012 | Ralf Mager
  34. 34. Pinterest34 | 13. Juni 2012 | Ralf Mager
  35. 35. Herausforderungen beimMultichannel Marketing§  Denken Sie bei jedem Medium daran, dass Sie es für alle Kanäle einsetzen können.§  Schaffen Sie die Möglichkeit in einem Kanal für einen anderen zu werben.§  Nutzen Sie gelernte Werbemittel für neue Werbeformen.§  Erklären Sie den Mitarbeitern wieso Multi-Channel wichtig ist.35 | 13. Juni 2012 | Ralf Mager
  36. 36. Was der Kunde von uns erwartet...
  37. 37. Unser Kunde erwartet...§  im Online-Shop und stationären Handel die gleichen Produkte§  die selben Aktionen§  die Möglichkeit Artikel Online zu bestellen und stationär abzuholen / umzutauschen§  einen Kundenservice der ausverkaufte Artikel beschaffen kann§  uns auf allen Kanälen anzutreffen§  mobil auf den Online-Shop zugreifen zu können37 | 13. Juni 2012 | Ralf Mager
  38. 38. Worauf der Kunde (noch) nicht sogroßen Wert legt...§  Mobil abrufbare Lagerbestände§  24/7 Call-Center§  Die Prozesse zu splitten (Kunde bestellt online, ändert im Call Center und splittet in der Filiale die Order auf Mitnahme und Versand)§  Online-Bestellungen im Stationären Handel aufgeben38 | 13. Juni 2012 | Ralf Mager
  39. 39. Offline Verhalten online abbilden
  40. 40. Die Lösung: Best ChoiceWarum nicht die Möglichkeit bieten,die beste Freundin oder denFreund beim Kauf mitbestimmenzu lassen?40 | 13. Juni 2012 | Ralf Mager
  41. 41. Best Choice bei LODENFREY:1. Produkt auswählen41 | 13. Juni 2012 | Ralf Mager
  42. 42. Best Choice bei LODENFREY:2. Bis zu vier Produkte hinzufügen42 | 13. Juni 2012 | Ralf Mager
  43. 43. Best Choice bei LODENFREY:3. Überschrift definieren und posten43 | 13. Juni 2012 | Ralf Mager
  44. 44. Best Choice bei LODENFREY:4. Zum Voting einladen44 | 13. Juni 2012 | Ralf Mager
  45. 45. Best Choice bei LODENFREY:4. Das Voting auf FB teilen45 | 13. Juni 2012 | Ralf Mager
  46. 46. Best Choice bei LODENFREY:5. Das Ergebnis46 | 13. Juni 2012 | Ralf Mager
  47. 47. Ausgezeichnet47 | 13. Juni 2012 | Ralf Mager
  48. 48. Multichannel Tracking
  49. 49. Typische Customer-Journey vonOnline bis Offline49 | 13. Juni 2012 | Ralf Mager
  50. 50. Klassische Sichtweise imOnline-Marketing Affiliate Display Marketing Direct Traffic Google organisch News- Google AdWords (SEO) letter (SEA) Facebook Ads Retargeting 50 | 13. Juni 2012 | Ralf Mager
  51. 51. In der Realität verschmelzen dieKanäle Direct Traffic Display Telefon Affiliate Marketing News- Facebook letter Ads Google Google AdWords (SEA) organisch Preissuch- (SEO) maschinen 51 | 13. Juni 2012 | Ralf Mager
  52. 52. Hohe Wechselwirkung zwischen denKanälen52 | 13. Juni 2012 | Ralf Mager
  53. 53. Bewertung der Kanäle53 | 13. Juni 2012 | Ralf Mager
  54. 54. Noch Fragen?LODENFREYVerkaufshaus GmbH & Co. KGRalf MagerHead of E-Commerce / Online Marketing r.mager@lodenfrey.com +49.89.21039.233 xing.com/profile/Ralf_Mager facebook.com/magerralf twitter.com/RalfMagerhttp://www.slideshare.net/ralfmager/54 | 13. Juni 2012 | Ralf Mager

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