multichannel strategies in a digital and mobile world

8/2/2019 Multichannel Strategies in a Digital and Mobile World

1/41

MULTICHANNEL STRATEGIESinaDigitalandMobileWorld

CPMConven3on,Frankfurt,WesthafenPier1


2/41

PROFILEPROF. DR. NIKLAS MAHRDT


3/41

OVERVIEW

Expertise

Biography

Marketing, Brands, Campaigning, Internet, Trends, CrossmediaE-Commerce, Multichannel-Marketing.

Since 2003: Professor for Marketing & E-CommerceSince 2003: Founder & Owner of MEDIA ECONOMICS InstituteSince 2000: Consulting, Workshops, Keynotes.


4/41

OVERVIEW

INSTITUTEUniversity of Applied Sciences

Customers/ Partners(Selection)

TRAINING, RESEARCH &

CONSULTING


5/41

SELECTED REFERENCES

Publications

Benchmark-DatenbankzuKampagnen,Crossmedia,Online-

WerbungundE-Commerce

Key Notes Articles


6/41


7/41


8/41

MitfreundlicherUntersttzungvon:

Online-

Shops

Source:ECC/Hybris-Studie

MULTICHANNEL-COMMERCEALMOST 40% OF REVENUES IN STORES GENERATED BY ONLINE & MOBILE DEVICES

Stores

Catalogues

Online-Shopping


9/41

TREND ? Fashion Pop Up-Stores

TESCO / HOMEPLUSNew opportunities

for the whole retail sector?


10/41

ADCONTACTS/

SALESACTIVITIES


11/41

Case: eBays Multichannel-Strategy

Online-Shop via Smartphone mit Laden vor Ort verknpft


12/41

BESTSELLER GROUP(VERO MODA / JACK & JONES)

POP-UP STORE IN AARHUS

A PERFECT SOLUTION FOR

EMPTY SHOPS / DOWNTOWN RETAIL

RETAIL CHAINS CAN USE QR-BASED

SHOP TO TEST LOCATIONS / CITIES


13/41

iPADS IN FLAGSHIP STORESIN NYC & LONDON

TO SUPPORT SALES


14/41

CROCS SOHO STORE NYC ->

MAINLY SAMPLE PARTS

iPADS FOR SALES STAFF & PoS-TERMINAL

TO FULFIL ORDERS (INTRA-DAY-DELIVERY) IN MANHATTAN.


15/41

ADIVERSE VIRTUAL FOOTWEAR WALLiPADS FOR SALES STAFF &FOR COMPLETE CHECK-OUT-PROCESS


16/41


17/41

DO YOU KNOW WITH WHAT KIND OF DEVICEYOUR CUSTOMER CONTACTS YOUR SALES CHANNELS .....?


18/41

ONLINE-MARKETING TOOLBOX

FOR FASHION BRANDS

E-MAIL MARKETING

AFFILIATE MARKETINGTARGETING

SOCIAL NETWORKSFACEBOOK/ TWITTER/ YOUTUBE/ BLOGS

LINK PARTNERSHIPS

BANNER/DISPLAY

ON-SITE

CAMPAIGNS

LANDING PAGES /

MICROSITE

SEM / KEYWORD ADVERTISING

SEO / Optimization

CONVERSION RATE IN FASHION4%

Source:E-Fashion2011-Study:Sampleof114FashionCompanies.


19/41

DAY-TO-DAY ROUTINE: MARKETING DECISIONS

popular, but ....

In fashion business at least 0,80 CPC (brand key words much higher)

(Cost-per-Click-Visitor)

conversion rate, e.g. 3% ->visits : transactions33 : 126,40 costs per new customer !

=


20/41

MitfreundlicherUntersttzungvon:

SUCCESS FACTORS OF FASHION-ONLINE-SHOPS

With friendly support of:


21/41

GENDER-ORIENTED E-MAIL-MARKETING

-> HIGHER CONVERSION RATES WITH GENDER-ORIENTED E-MAIL-NEWSLETTER


22/41

BEST

PRACTICE


23/41

SOCIAL MEDIA: USE OF SOCIAL MEDIA IN FASHION

-> Facebook strategy is vital for your online sales successin fashion

94% of fashion companies operate Facebook fanpages

62% of fashion companies employ Twitter accounts

58% of fashion companies operate a brand channel on YouTube



24/41

FASHION COMPANIES:

NUMBER OF FANS

-> 50% of fashion companies with a fanbase > 10.000 fans-> 25% of fashion companies with a fanbase > 100.000 fans



25/41

BUT .... CAN YOU HANDLE IT ?

Professionalresponse

within1 hour


26/41

FASHION COMPANIES:

POSTING FREQUENCY ON FACEBOOK

-> 50% of fashion companiesare posting at least 3 times per week

Dailyxper1xperseveral3mes1xperlessthan

weekweekpermonthmonth1xpermonth



27/41

7 DEADLY SINS OF

FACEBOOK-MARKETING

1.Deletion of critical user posts (censorship)2.Boring or predictable content3.Ignoring comments and opinions4.Slow or incompetent responses5.Sweepstakes/awards/competitions breach guidelines6.Insufficient time budget for Facebook activities7.Lack of integration into brand & coporate strategy

Source:E-Fashion2011-Study


28/41


29/41


30/41

TREND ?


31/41

MULTICHANNEL-MANAGEMENT =MOTIVATING EMPLOYEES

GOALS & TARGET GROUPS

Strategy

Marketing

Assortment Pricing ServicesHarmonization & Integration of Online & Offline

Coordination and Adjustment

Processes Organisation Culture IT-DatabaseImplementation of Multichannel-Concept


32/41

AVAILABILITY CHECK IN PoS VIA ONLINE SHOP

CASE ESPRIT


33/41


CASE ESPRIT


34/41


CASE ESPRIT


35/41

TREND: VIRTUAL FITTING


36/41

TRENDs ?

MACYs MAGIC FITTING ROOM:touch-technology

Miss Selfridges Magic Mirror:motion capture

Novomind iShop & Conleys

motion capture

Upcload: measuring technology


37/41

TREND ? Fashion Pop Up-Stores


38/41

Case: STAPLES Australia auf YouTube

Kreativitt lohnt sich erst recht!


39/41

RECENT PUBLICATION (2011):MANAGEMENT POSTER COMMERCE CUBES:


40/41

RECENTPUBLICATION(2011):MANAGEMENT-POSTERCOMMERCECUBES :

-BUILDINGUPMULTICHANNEL-STRUCTURES(Informa3on:www.commerce-cubes.de)

STRATEGYCUB

ESFORO

NLINE-IN

TERFAC

ES

English-Versionavailable


41/41

FACHDOKU (2012) ELECTRONIC FASHION (2010) CROSSMEDIA (2009)

LATEST BOOKS

multichannel strategies in a digital and mobile world

Documents