零售与电子商务中的直复营销定课件

1998-2010 Smith Browning Direct,Inc.All Rights Reserved.Direct Marketing Association110.Direct Marketing inRetail and E-Commerce零售与电子商务中的直复营销1998-2010 Smith Browning Direct,Inc.All Rights Reserved.Direct Marketing Association21998-2010 Smith Browning Direct,Inc.All Rights Reserved.Direct Marketing Association3MajorRetailersarenolongerjustshopkeepers大型零售商不再仅是店主 手机营销2.Orderisreceived公司收到订单 Direct Marketing Association1.Customerplacesorder顾客下订单 3.Orderispickedandpacked拣货与包装作业 5.Orderisdelivered交货作业 4.Orderisshipped出货作业 7.ReturnandRefund退货与退款 46.Order/productcommunications订单/货物信息沟通 ManagingtheECommercefulfillmentprocess电子商务订单履行过程管理1998-2010 Smith Browning Direct,Inc.All Rights Reserved.Direct Marketing AssociationRetailPromotionsthatworkwellinDirectMarketing直复营销中效果很好的零售促销活动 OccasionsandStoreEvents特定时机与店家的事件营销活动 Holidays,BacktoSchool,SchoolGraduation,Weddingsandmore假期，开学，毕业，婚礼等 Newproducts,bigsales,celebrityeventsandmore新产品，大减价，名人促销等 LoyaltyPrograms提高忠诚度的营销活动 Acquire,increasebuyinglevel,recognitionofbestcustomers获取新顾客，提高购买水平，识别最佳顾客 TargetAudiencepromotions目标受众促销活动 Businesses,NewMover,InactiveCustomers,andmore企业，新搬家者，不活跃的顾客等 NewCustomeracquisition新顾客获取的促销活动 FriendsandFamilyoffers,andmore 针对朋友和家人的优惠等51998-2010 Smith Browning Direct,Inc.All Rights Reserved.Direct Marketing AssociationCase:BestBuyMultiChannelMarketing案例：百思买（Best Buy）的多渠道营销“Buyerbehappy”让顾客快乐购物 6FullservicesuperstoreSmallspecialtyMobilestores Retaileroftechnology&entertainmentproductsandservicesPrimarilyknownforconsumerproducts 提供技术、娱乐产品和服务的零售商-主要销售家用电子产品1998-2010 Smith Browning Direct,Inc.All Rights Reserved.Direct Marketing AssociationMajorAdvertisingviatraditionalmedia传统媒体上的主要广告73.Weeklynewspaperspecialinserts4.NewStoreOpeningads新店开张广告 每周报纸中的特别插页2.OutdoorsignsBillboards户外广告1.TVAdvertisingofSmartPhonesatBestBuyMobile百思买智能手机电视广告1998-2010 Smith Browning Direct,Inc.All Rights Reserved.Direct Marketing AssociationDirectMarketing直复营销BestBuyLoyaltyProgram:RewardZone百思买忠诚度促销活动:会员俱乐部81.Benefits:$1spent=1PointSpecialmemberonlyoffersBirthdayreward1.好处1美元=积1分会员享受的优惠生日优惠2.Creditcarddoublespoints2.信用卡-双倍积分 1998-2010 Smith Browning Direct,Inc.All Rights Reserved.Direct Marketing Association91.RewardZoneMembershipmailings会员俱乐部会员邮件2.SpecialRewardZonePrivileges会员特权1.Weeklyonlinead每周在线广告Direct Marketing Association2.WeeklyEmail每周电子邮件*101998-2010 Smith Browning Direct,Inc.All Rights Reserved.Direct Marketing AssociationCelebrityEventandSMSTextforinformation名人促销活动和短信促销信息111998-2010 Smith Browning Direct,Inc.All Rights Reserved.Direct Marketing Association1.BestBuywebsitehomepage百思买网站主页122.BestBuyiPhoneApplication百思买iphone 应用软件Direct Marketing Association13BestBuyretailstorelocator百思买零售商店在线定位器Direct Marketing AssociationBestBuySocialMedia百思买的社交媒体141998-2010 Smith Browning Direct,Inc.All Rights Reserved.Direct Marketing AssociationDirectMail直邮2.Highvaluecustomersupportfreeoffer2对高价值顾客提供免费赠品1.Thankyoutonewcustomerswith10%offonnextpurchase1.感谢新顾客，下次购买优惠10%3.MobileMajorproductcategory3.手机主要产品目录151998-2010 Smith Browning Direct,Inc.All Rights Reserved.Direct Marketing AssociationCase:BestBuyforBusinessMarketingMultichannelCampaign百思买多渠道企业营销 Challenge挑战 Growrevenuefromsmalltomediumbusinesses增加来自中小企业的收入 Lessthan100employeeswithnoemployeededicatedtotechnology少于100个雇员，没有专门技术人员 Goal:3%response目标：3%的响应率 Strategy策略 Buildalistofbusinessprospectsandcustomersforbothdirectmailandonlineshopping(acquireemailaddresses)建立现有顾客和潜在顾客的名录，用于直邮和在线购物（获取电子邮件地址）CreativeApproach创意方法 “BoostYourBusinessDay”提升你的工作日效率 Goonlineandregisterforemails上网、注册电邮 Instantwin:$5or$50giftcardforMcDonalds即刻赢取：5美元或者50美元的麦当劳赠券 Alsoenteredinsweepstakes同时参与抽奖活动 Prizes:computers,projectors,printers,software,andother奖品：计算机，投影仪，打印机，软件等 161998-2010 Smith Browning Direct,Inc.All Rights Reserved.Direct Marketing AssociationDirectmailtoBusiness对企业的直邮Offer:Entersweepstakesonlinebygivingusyouremailaddress诱因：给我们电邮地址，可以参加在线抽奖活动171998-2010 Smith Browning Direct,Inc.All Rights Reserved.Direct Marketing Association18Giveusyouremailaddressandwellautomaticallyenteryouinoursweepstakes给我们电邮地址，可以直接参加网上抽奖活动1998-2010 Smith Browning Direct,Inc.All Rights Reserved.Direct Marketing AssociationResultsofBestBuyforBusinessMarketing:6%Response200%OverExpectedResults百思买企业营销结果：6%的响应率，超过预期结果的200%191998-2010 Smith Browning Direct,Inc.All Rights Reserved.Direct Marketing Association20BestBuyforBusinessCatalogMailedtobusinesscustomersandprospects百思买的企业目录邮寄给企业客户和潜在客户1998-2010 Smith Browning Direct,Inc.All Rights Reserved.Direct Marketing Association211.Productsthatmakemee5ngsgobe9er使会议更成功的产品BestBuyforBusinesscatalogsarefocusedonsolvingcustomerproblems.百思买企业目录致力于解决客户问题。2.Productsthathelpyouthankyourbestcustomersandemployees帮你感谢最佳顾客和员工的产品1998-2010 Smith Browning Direct,Inc.All Rights Reserved.Direct Marketing Association22HighestValueBusinessCustomers“LetBestBuybeyourbusinesspartner”最高价值的企业客户-“让百思买成为你的商业伙伴”。“Youareimportanttous,sowehaveassignedaBestBuybusinessassociatetopersonallyhandleyourneeds.”您对我们来说非常重要，我们已经指定了百思买业务代表亲自处理您的需求。1998-2010 Smith Browning Direct,Inc.All Rights Reserved.Direct Marketing AssociationZbackgroundZ网站背景 LargestShoeECommerceCompany Foundedin1999 US$1billioninrevenuein2008 SoldtoAin2009 Expandedfromshoesonlytooffermoreproducts Over1,200brands,over200,000styles,over1millionSKUs 4millionitemsinstock23 最大的鞋类电子商务公司 建立于1999 2008年收入十亿美元 2009年卖给亚马逊 从仅售鞋类扩展到更多产品 超过1200个品牌，20多万种款式，100万以上的最小库存量 库存商品4百万件1998-2010 Smith Browning Direct,Inc.All Rights Reserved.Direct Marketing Association24ZMailCatalogZWebsiteSuccessfulZMailsCatalogsZ成功的邮寄目录“Different people respond to different media,”said Aaron Magness,director forbrand marketing and business development at Z in Henderson,Nev.So far,an average order from the catalog is more than twice the size of an averageorder that began on Z,said Cameron Brown,president at King Fish inSalem,Mass.Z内华达州亨德森的品牌营销和业务开发总监亚伦说。“不同的人回应不同的媒体”。美国麻萨诸塞州塞伦小镇King Fish 媒体公司的总裁布朗说：“迄今为止，通过目录产生的平均订单量超过来自Z网站的订单的两倍。”1998-2010 Smith Browning Direct,Inc.All Rights Reserved.Direct Marketing AssociationCatalogImpactonRetailSales目录营销对零售的影响25 针对消费者的目录针对消费者的目录Direct Marketing Association26UnitedStatesPostalServiceResearch美国邮政的研究只要做法合适，直邮和目录会提升在线销售量只要做法合适，直邮和目录会提升在线销售量和响应率和响应率