The document discusses De Telegraaf's strategy to expand into e-commerce by launching a webshop. Some key points:
- De Telegraaf is the largest Dutch newspaper with 600,000 daily readers and 500,000 subscribers. It wanted to turn readers into customers.
- It launched a webshop in 2008 that now generates €60 million annually in revenue, growing 50% per year.
- A case study highlights how it partnered to sell 1,400 e-bikes in 3 months, generating €1.1 million in revenue.
- De Telegraaf has transformed its business model and become both a media company and retailer, aiming to turn its 500,000 webshop
16. How? We doubled our role in de
valuechain and became a (r)etailer as
well!
17. Our businessmodel
• 1. Unique offer ( either as product or in price)
• 2. Advertising free of cost for the supplier
• 3. Economic risks on stock for the supplier
• 4. Attractive gross margin for De Telegraaf
• 5. Distribution through traditional retailoutlets
optional
18. Assortment
• Based on the needs of our targetgroup
• Fit with our editorial concepts
• Average age readers: 50
• Books, DVD & CD, Household appliances,
Fashion, Cooking, Watches & Jewelry, Health,
Outdoor, Golf, e-bikes
19. How to create customerloyalty?
Be relevant & Create added value
• Assortiment
• Segmentation / E-mail
• Excellent service
21. Research
• Marketdata ( GFK )
• 2009 & 2010: 160.000 e-bikes per year
• Juli: 25.000 e-bikes
• Average price: € 1.900,=
22. Research
• Webshop panel
• Are you interested in buying this…
> 63% interested
> 13% very interested
> 1,4% bereid tot koop
23. Our readers needs
• Excellent bike
• Good price
• Home delivery
• Guarantee
• Repairservice @ home
24. We offered them
• E- bike voor € 799,=
• For women and men
• Free of charge home delivery with a brief
explanation
• Guarantee and free of charge
repairservice at home by our partner
Fietsned
• Free of charge out of home service ( flat
tire )
25. The partners
• De Telegraaf: Webshop, Marketing en
Customersupport
• Kemp Starley: Manufacturer (
Bdexx/Forenses)
• Fietsned: Guarantee and repairservice
• Kusters: Homedelivery e-bikes
26. The results
• We sold 1.400 e-bikes in 3 months
• € 1.100.000 turnover
• 44.000 visitors on the productpage
• 16.000 viewers infomercial
• 1.500 inbound calls
27. We turned our readers into customers
• De Telegraaf has 500.000 subscribers
• De Telegraaf webshop has 500.000 customers
• Definition customer:
• “ a person with a webshop account who
bought one or more products in our webshop
during the last 12 months ”
28. And now we turn our customers into
readers
• 50% of our customers has no subscription
We offer them successfully a trail subscription
on De Telegraaf. So now we also turn our
customers into readers.
30. Do’s
• Make e-commerce a strategic issue
• Create a businessunit
• Empower it
• “ The last mile” - Outsource technology ,
fulfilment & logistics. Select the best partners.
• Concentrate on your corebusiness
32. Change the game
• Think Triple-Win
- Consumer needs
- Manufacturer needs
- Your own needs
• Become a (r) etailer as well
- create a e-commerce platform
• Turn your readers into customers