deconstructing mail order
DESCRIPTION
Further thoughts about how the web is deconstructing the old way of conceiving mail order advertising. Copy, picture and technical data are split up and have to singularly suffice as offer. Cooperations foster disruptive marketing concepts, as customers no longer have a coherent sales environment as in mail order catalogs.TRANSCRIPT
![Page 1: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/1.jpg)
Deconstructing Mail-Order:Old Habits, New Technologies and
Innovative Approaches in Distance Selling
Martin Gross-Albenhausen
Chefredakteur „Der Versandhausberater“
Donnerstag, 9. April 2009
![Page 2: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/2.jpg)
Mail-Order 2009
2
Donnerstag, 9. April 2009
![Page 3: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/3.jpg)
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
Donnerstag, 9. April 2009
![Page 4: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/4.jpg)
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
Donnerstag, 9. April 2009
![Page 5: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/5.jpg)
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
Donnerstag, 9. April 2009
![Page 6: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/6.jpg)
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
Donnerstag, 9. April 2009
![Page 7: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/7.jpg)
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
Donnerstag, 9. April 2009
![Page 8: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/8.jpg)
More channels
more chances
8
Catalog
Stores
...
Market-
Places
TV
Direct
MailMedia
Telephone
e-MailClubs Online-
Shop
RSSSocial
Networks
Live-Shopping
SEM
Affiliates
Donnerstag, 9. April 2009
![Page 9: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/9.jpg)
Patchwork rather than
„fil-a-fil“?
9
Catalog
Stores
...
Market-
Places
TV
Direct
MailMedia
Telephonee-MailClubsOnline-
Shop
RSSSocial
Networks
Live-Shopping
SEM
Affiliates
Donnerstag, 9. April 2009
![Page 10: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/10.jpg)
„Reality sucks“
10
Donnerstag, 9. April 2009
![Page 11: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/11.jpg)
Catalog (classic)
Donnerstag, 9. April 2009
![Page 12: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/12.jpg)
Catalog (classic)
Donnerstag, 9. April 2009
![Page 13: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/13.jpg)
Catalog (classic)
Donnerstag, 9. April 2009
![Page 14: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/14.jpg)
Catalog (classic)
Donnerstag, 9. April 2009
![Page 15: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/15.jpg)
Catalog (modern)
Donnerstag, 9. April 2009
![Page 16: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/16.jpg)
Catalog (modern)
Donnerstag, 9. April 2009
![Page 17: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/17.jpg)
Catalog (modern)
Donnerstag, 9. April 2009
![Page 18: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/18.jpg)
Catalog (modern)
13
Donnerstag, 9. April 2009
![Page 19: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/19.jpg)
Catalog (modern)
13
Donnerstag, 9. April 2009
![Page 20: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/20.jpg)
Catalog (modern)
13
Donnerstag, 9. April 2009
![Page 21: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/21.jpg)
Catalog (modern)
13
Donnerstag, 9. April 2009
![Page 22: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/22.jpg)
Catalog (modern)
13
Donnerstag, 9. April 2009
![Page 23: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/23.jpg)
Catalog (modern)
13
Donnerstag, 9. April 2009
![Page 24: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/24.jpg)
Catalog (modern)
13
Donnerstag, 9. April 2009
![Page 25: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/25.jpg)
Catalog (modern)
14
Donnerstag, 9. April 2009
![Page 26: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/26.jpg)
Catalog (modern)
14
Donnerstag, 9. April 2009
![Page 27: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/27.jpg)
Catalog (modern)
14
Donnerstag, 9. April 2009
![Page 28: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/28.jpg)
Catalog (modern)
14
Donnerstag, 9. April 2009
![Page 29: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/29.jpg)
Catalog (modern)
14
Donnerstag, 9. April 2009
![Page 30: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/30.jpg)
Process Re-engineering
15
Copy Picturetech. Data
Catalogs ShopMedia
Donnerstag, 9. April 2009
![Page 31: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/31.jpg)
Process Re-engineering
16
Copy Picturetech. Data
GoogleComparison-
Shopping,
MarketplacesCommunities
Donnerstag, 9. April 2009
![Page 32: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/32.jpg)
Process Re-engineering
• 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
Donnerstag, 9. April 2009
![Page 33: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/33.jpg)
Brands go direct
18
Donnerstag, 9. April 2009
![Page 34: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/34.jpg)
Brands go direct
18
Donnerstag, 9. April 2009
![Page 35: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/35.jpg)
Brands go direct
18
Donnerstag, 9. April 2009
![Page 36: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/36.jpg)
Brands go direct
18
Donnerstag, 9. April 2009
![Page 37: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/37.jpg)
Brands go direct
19
Donnerstag, 9. April 2009
![Page 38: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/38.jpg)
Brands go direct
20
Donnerstag, 9. April 2009
![Page 39: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/39.jpg)
Brands go direct
20
Donnerstag, 9. April 2009
![Page 40: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/40.jpg)
Brands go direct
20
Donnerstag, 9. April 2009
![Page 41: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/41.jpg)
Brands go direct
20
Donnerstag, 9. April 2009
![Page 42: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/42.jpg)
Brands go direct
20
Donnerstag, 9. April 2009
![Page 43: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/43.jpg)
Brands go direct
20
Donnerstag, 9. April 2009
![Page 44: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/44.jpg)
Brands go direct
20
Donnerstag, 9. April 2009
![Page 45: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/45.jpg)
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
Donnerstag, 9. April 2009
![Page 46: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/46.jpg)
„Open“ data
22
Donnerstag, 9. April 2009
![Page 47: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/47.jpg)
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
Donnerstag, 9. April 2009
![Page 48: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/48.jpg)
(Micro)blogging
24
Donnerstag, 9. April 2009
![Page 49: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/49.jpg)
(Micro)blogging
24
Donnerstag, 9. April 2009
![Page 50: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/50.jpg)
(Micro)blogging
24
Donnerstag, 9. April 2009
![Page 51: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/51.jpg)
Branded Entertainment
25
Donnerstag, 9. April 2009
![Page 52: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/52.jpg)
Branded Entertainment
25
Donnerstag, 9. April 2009
![Page 53: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/53.jpg)
Branded Entertainment
25
Donnerstag, 9. April 2009
![Page 54: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/54.jpg)
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
Donnerstag, 9. April 2009
![Page 55: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/55.jpg)
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“
Donnerstag, 9. April 2009
![Page 56: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/56.jpg)
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
Donnerstag, 9. April 2009
![Page 57: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/57.jpg)
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
Donnerstag, 9. April 2009
![Page 58: Deconstructing Mail Order](https://reader035.vdocument.in/reader035/viewer/2022062514/5580d16ad8b42a03198b45c9/html5/thumbnails/58.jpg)
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-%&!,*)+"&$,!!"#$"%&'()''"#%&*+,
Donnerstag, 9. April 2009