charles aalders
TRANSCRIPT
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De Telegraaf Webshop
Turn your readers into customers!
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Charles Aalders
• De Telegraaf
• Largest dutchnewspaper
• Circulation 600.000
• Subscribers 500.000
• E- commerce
• Categorymanagement& businessdevelopment
• Started in 2008
• 10 mio turnover 2011• Subscribers 500.000
• 2,1 mio readers
• Telegraaf.nl 3,5 miovisitors per month
• App’s : 300.000 downloads
• 10 mio turnover 2011
• 50% growth per year
• 2016: 60 mio turnover
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We still reach millions of consumers
every day
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We know their needs
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They trust us
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They are used to readeroffers
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We offer a wonderfull stage for
manufacturers
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And there’s a opportunity
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The channel-shift
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What is the key to the success?
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Where’s the money in de valuechain?
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Get in control
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How? We doubled our role in de
valuechain and became a (r)etailer as
well!
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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• 4. Attractive gross margin for De Telegraaf
• 5. Distribution through traditional retailoutlets
optional
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Assortment
• Based on the needs of our targetgroup• Fit with our editorial concepts
• Average age readers: 50• Average age readers: 50
• Books, DVD & CD, Household appliances,
Fashion, Cooking, Watches & Jewelry, Health,
Outdoor, Golf, e-bikes
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How to create customerloyalty?
Be relevant & Create added value
• Assortiment
• Segmentation / E-mail
• Excellent service• Excellent service
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Kemp Starley case
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Research
• Marketdata ( GFK )• 2009 & 2010: 160.000 e-bikes per year• Juli: 25.000 e-bikes• Average price: € 1.900,=• Average price: € 1.900,=
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Research
• Webshop panel• Are you interested in buying this…
> 63% interested> 63% interested> 13% very interested> 1,4% bereid tot koop
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Our readers needs
• Excellent bike• Good price• Home delivery • Guarantee• Guarantee• Repairservice @ home
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We offered them
• E- bike voor € 799,=• For women and men• Free of charge home delivery with a brief
explanationexplanation• Guarantee and free of charge
repairservice at home by our partner Fietsned
• Free of charge out of home service ( flat tire )
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The partners
• De Telegraaf: Webshop, Marketing en Customersupport
• Kemp Starley: Manufacturer ( Bdexx/Forenses)Bdexx/Forenses)
• Fietsned: Guarantee and repairservice• Kusters: Homedelivery e-bikes
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The results
• We sold 1.400 e-bikes in 3 months• € 1.100.000 turnover
• 44.000 visitors on the productpage• 44.000 visitors on the productpage• 16.000 viewers infomercial• 1.500 inbound calls
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We turned our readers into customers
• De Telegraaf has 500.000 subscribers
• De Telegraaf webshop has 500.000 customers
• Definition customer:• Definition customer:
• “ a person with a webshop account who
bought one or more products in our webshop
during the last 12 months ”
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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.customers into readers.
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Rome wasn’t built in a day
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Do’s
• Make e-commerce a strategic issue
• Create a businessunit
• Empower it
• “ The last mile” - Outsource technology , • “ The last mile” - Outsource technology ,
fulfilment & logistics. Select the best partners.
• Concentrate on your corebusiness
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Why going beyond your corebusiness
is not a bad idea?
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Change the game
• Think Triple-Win
- Consumer needs
- Manufacturer needs
- Your own needs- Your own needs
• Become a (r) etailer as well
- create a e-commerce platform
• Turn your readers into customers