deconstructing mail order

Deconstructing Mail-Order:Old Habits, New Technologies and

Innovative Approaches in Distance Selling

Martin Gross-Albenhausen

Chefredakteur „Der Versandhausberater“

Donnerstag, 9. April 2009

Mail-Order 2009

2


Mail-Order 2009

3

0

20

40

60

8078,6

73,1

66,4

62,1

56,442,9 46,0

59,6

54,0

63,5

20052006

20072008

2009

Order Channels (in %)

via Catalog via Internet


Mail-Order 2009

4

0

23

45

68

90

69,4

61,5

55,6

47,147,6

68,8 70,0

83,3

78,0

85,0

20052006

20072008

2009

Ages 14-29 (in %)

via Catalog via Internet


Mail-Order 2009

5

0%

23%

45%

68%

90%

0,3170,435

0,5040,387

2005

2006

Multichannel

% of all Catalog-Buyers who also shopped by Web% of all Internet-Buyer who also shopped by Catalog


Challenges

• Decay of Catalogs?

• Disruptive Channels

• New Approaches - old CPIs

• New Competitors - new Partners

• New Marketplaces - new rules for picture/

text composition

• New Dialogues - „Indirect Marketing“

6


Decay of Catalogs

• Privacy legislation might hinder the

traditional listbroking and thus

• enforce the Channel-Shift towards the

Internet.

• Catalogs will follow the web, no longer lead

• Not all customers are channel-agnostic

• Matchbacking of sales is necessary in order

to uncover the hidden „response“.7


More channels

more chances

8

Catalog

Stores

...

Market-

Places

TV

Direct

MailMedia

Telephone

e-MailClubs Online-

Shop

RSSSocial

Networks

Live-Shopping

SEM

Affiliates


Patchwork rather than

„fil-a-fil“?

9

Catalog

Stores

...

Market-

Places

TV

Direct

MailMedia

Telephonee-MailClubsOnline-

Shop

RSSSocial

Networks

Live-Shopping

SEM

Affiliates


„Reality sucks“

10


Catalog (classic)


Catalog (modern)


Catalog (modern)

13


Catalog (modern)

14


Process Re-engineering

15

Copy Picturetech. Data

Catalogs ShopMedia



16

Copy Picturetech. Data

GoogleComparison-

Shopping,

MarketplacesCommunities



• Catalogs and search engines treat

information differently

• A Catalog-Teaser is not a Google-Snippet

• A Hero-Shot not always works for fashion-

blogs

• Each part of the solicitation must convey

the whole message17


Brands go direct

18


Brands go direct

19


Brands go direct

20


Brands go direct

• Shared responsibilities

– who directs the CI?

– who directs copy?

– who leads on marketplaces?

– who is to consent in advertising?

– who is proofreading?

– who takes the blame?

– ... in neckermann.de‘s Big Book ???

21


„Open“ data

22


Marketplaces

• photography has to be neutral

• who‘s copy prevails on marketplaces?

• Cross-/Upselling: A larger shopping basket

not necessarily means more lines for the

individual merchant. Profitability?

• Who‘s is the customer (legally)?

• Who does he stick to (emotionally)?

23


(Micro)blogging

24


Branded Entertainment

25


Mail Order 2009

Mail Order 1.0 Mail Order 2.0Copywriter Editor

Mailings Blogs

TV-Spot YouTube

Response-Ad GoogleAd

Sweepstake Auction

Personalization (Mass-)Customization

Free Gift Beta

Special Offer Woot

Club Private-Shopping

Target Group Community


Modelle

Versandhandel 1.0 Versandhandel 2.0Lean Back Lean Forward

Hard-Selling Soft-Selling, Sell-a-tainment

Action Reaction Interaction

Direct Marketing, „last click“ Indirect Marketing, „Attribution“


Customer Engagement

Catalogs

Teleshopping

Web 1.0

Personalization,

Collaboration,

Recommendation

Ratings/Reviews,

MassCustomization,

Woot & Co.

Social

Commerce,

Social Media

74 %

16 %

7 %

3 %

Kelly Mooney, The O.P.E.N. Brand


Challenges

• It takes longer to open his/her wallet

• New concepts of sales promotion

• Advertising needs to be more flexible than

ever.

• „Engagement Marketing“: Don‘t pitch the

customer - entice her!

• Cooperations foster disruption

29


Thank you for your attention!

Questions, comments?

Anything else? – Call me!

Tel: +49-228-688 39 48

Fax: +49-228-35 44 72

E-Mail: [email protected]

!!"#$"%&'()''"#%&*+,-.

/0&1&20&34)&)5&6"#+)5

(((0"$,!7*"#+)508"

("*90:%&+);"7.<,==)5-%&!,*)+"&$,!!"#$"%&'()''"#%&*+,


mailto:[email protected]

mailto:[email protected]

deconstructing mail order

Business

direct20 donnerstag

direct18 donnerstag

catalog modern13 donnerstag

catalog modern14 donnerstag

catalog classic donnerstag

catalog modern donnerstag

message17 donnerstag

attribution donnerstag