Oplæg af Birgit Winkel (Magasin) på morgenseminaret "DM INSPIRATION". Afholdt d.18.sept.2014 i Huset Markedsføring

1. 780.000 Women
D
can’t be wrong
August 2014

2. Some years ago…
…and now

3. INDSÆT
EMNE

4. Welcome

5. Talking & Shopping

6. Debat on site
Loosing weight app ?
Which stockings should
I wear ?
Voucher for Zalando
for free ?

7. There have to be more
than one product/one
service that tires your
customers to your
business in a positive
way Jesper Buch, Just-Eat

8. Show me the money

11. Involvement
What you don’t know about women !
Second hand is actually just pre-owned
68% of the products for sale on the site are brand new and never used

12. Digital marketing concept
Behavioural targeted communication
Search
SEM/SEO
Affiliate
-External affiliate
-Own affiliate nw.
- CPA partners
Display adv.
-Retargeting
-DNA based
-Facebook
Social
-Facebook
-Instagram
-Twitter
Email
-Newsletter
-Direct
Offline
-TV
-Print
-Radio
-Outdoor
Light conversions Light conversions
www.trendsales.dk
Online benefit club
Monthly competition
Merchandising intelligence based on visitor DNA
FB connect / I like
Referral program
E-Commerce conversion
Segmented visitor
information
Segmented visitor
information
Segmented
customer
information

13. Communication
Hierarchy
Primary focus:
Trendsales
- Back as top of mind
among our users
Secondary : Bazar Shops
Target groups:
Young Fashionista Mum with small kids Mature & well-kept

14. TOUCH POINTS

20. Focus on App
TS App jumped from a 11th
to a 3rd seat
20
250.000 Downloads!

21. Trendsales App
250.000 have
downloaded
Trendsales app
60% of the overall
traffic on Trendsales
are from mobile
25% of all trads
starts on the App
21

22. Some results
Before:
• Trendsales was no. 1 with 34% in unaided awareness, no. 2 was DBA with 31% and
no. 3 was Gul og Gratis with 11%
• Trendsales has an aided awareness on 78%
After:
• Trendsales is still no. 1 with 36%, DBA on 28% and Gul og Gratis on 15%
• Trendsales has increased the aided awareness to 87%
• The number who have a profile on Trendsales has gone from 21% to 31%,
• The number who have bought clothes on Trendsales has gone from 21% to 30%
62% have heard about Trendsales from family and friends

23. User competition during
the campaign
Once a week Trendsales sent
newsletter to 250.000 users.
With an average of
25-30% opening rate.

24. Involvement
What you don’t know about women !!!
My bag is my identity…
• 79% of women prefer one expensive handbag rather than 10 less expensive
handbags
• 40% of women are willing to live on oatmeal for a month to get the handbag of their
dreams
• 25% of women owns 11 or more handbags
On Trendsales we sell 11.000 handbags yearly, we have more than 19.000 handbags
for sale, and the total value is around 22 mio. dkk. in shop prices.

25. Instagram
Ex. not from Trendsales

26. Facebook
Ex. not from Trendsales

27. 11. August 2014
Trendsales was sold
to Tamedia, who also
owns Metro Express.
The price has not been
published - But 3 digit!
A new story begins!

28. D
Thank you