零售与电子商务中的直复营销.ppt

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1、1998-2010 Smith Browning Direct,Inc.All Rights Reserved.,Direct Marketing Association,1,10.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 Association,2,1998-2010 Smith Browning Direct,Inc.All Rights Reserved.,Direct Mar

2、keting Association,3,Major Retailers are no longer just shopkeepers 大型零售商不再仅是店主,手机营销,2.Order is received公司收到订单 Direct Marketing Association,1.Customer places order 顾客下订单,3.Orderis picked and packed 拣货与包装作业,5.Order is delivered 交货作业,4.Order is shipped 出货作业,7.Return andRefund退货与退款 4,6.Order/product co

3、mmunications 订单/货物信息沟通,Managing the E-Commerce fulllment process 电子商务订单履行过程管理,1998-2010 Smith Browning Direct,Inc.All Rights Reserved.,Direct Marketing Association,Retail Promotionsthat workwellinDirectMarketing 直复营销中效果很好的零售促销活动 Occasions and StoreEvents 特定时机与店家的事件营销活动 Holidays,Back to School,School

4、 Graduation,Weddings andmore 假期，开学，毕业，婚礼等 New products,bigsales,celebrityeventsandmore 新产品，大减价，名人促销等 Loyalty Programs 提高忠诚度的营销活动 Acquire,increase buying level,recognitionof bestcustomers 获取新顾客，提高购买水平，识别最佳顾客 Target Audiencepromotions 目标受众促销活动 Businesses,NewMover,InactiveCustomers,andmore 企业，新搬家者，不活跃的

5、顾客等 NewCustomeracquisition 新顾客获取的促销活动 FriendsandFamilyoers,andmore 针对朋友和家人的优惠等,5,1998-2010 Smith Browning Direct,Inc.All Rights Reserved.,Direct Marketing Association,Case:BestBuy Multi-ChannelMarketing 案例：百思买（Best Buy）的多渠道营销“Buyerbehappy”让顾客快乐购物,6,Full service super store,Small specialty Mobile sto

6、res,Retailer oftechnology&entertainmentproductsandservices Primarilyknownforconsumerproducts 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 Association,MajorAdvertisingviatraditionalmedia 传统媒体上的主要广告,7,3.Weekly newspaper special inserts,4.New Sto

7、re Opening ads 新店开张广告,每周报纸中的特别插页2.Outdoor signs Billboards 户外广告,1.TVAdvertisingofSmartPhones at Best BuyMobile 百思买智能手机电视广告,1998-2010 Smith Browning Direct,Inc.All Rights Reserved.,Direct Marketing Association,Direct Marketing 直复营销 Best Buy Loyalty Program:RewardZone 百思买忠诚度促销活动:会员俱乐部,8,1.Benets:$1spe

8、nt=1Point Special member-only oers Birthday reward 1.好处,1美元=积1分会员享受的优惠生日优惠,2.Credit card doubles points 2.信用卡-双倍积分,1998-2010 Smith Browning Direct,Inc.All Rights Reserved.,Direct Marketing Association,9,1.Reward Zone Membership mailings 会员俱乐部会员邮件2.Special Reward Zone Privileges 会员特权,1.Weeklyonlinead

9、 每周在线广告 Direct Marketing Association,2.WeeklyEmail 每周电子邮件*10,1998-2010 Smith Browning Direct,Inc.All Rights Reserved.,Direct Marketing Association,CelebrityEventandSMSTextforinformation 名人促销活动和短信促销信息,11,1998-2010 Smith Browning Direct,Inc.All Rights Reserved.,Direct Marketing Association,1.Best Buy

10、website home page 百思买网站主页,12,2.Best Buy iPhone Application 百思买iphone 应用软件,Direct Marketing Association,13,BestBuyretailstorelocator 百思买零售商店在线定位器,Direct Marketing Association,BestBuySocialMedia 百思买的社交媒体,14,1998-2010 Smith Browning Direct,Inc.All Rights Reserved.,Direct Marketing Association,Direct Ma

11、il直邮2.Highvalue customer support freeoer 2对高价值顾客提供免费赠品1.Thank you tonewcustomerswith10%o on nextpurchase 1.感谢新顾客，下次购买优惠10%3.MobileMajorproduct category 3.手机主要产品目录,15,1998-2010 Smith Browning Direct,Inc.All Rights Reserved.,Direct Marketing Association,Case:BestBuyfor Business Marketing Multi-channel

12、 Campaign 百思买多渠道企业营销 Challenge 挑战 Grow revenuefrom smalltomediumbusinesses 增加来自中小企业的收入 Lessthan100 employeeswith noemployee dedicated to technology 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 Build a list of business prospects and customers for both direct mail and online shopping(acquir

13、e email addresses)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）Creative Approach 创意方法“Boost YourBusinessDay”提升你的工作日效率 Goonlineandregisterforemails 上网、注册电邮 Instantwin:$5or$50gift card forMcDonalds 即刻赢取：5美元或者50美元的麦当劳赠券 Also enteredin sweepstakes 同时参与抽奖活动 Prizes:computers,projectors,printers,software,andother 奖品：

14、计算机，投影仪，打印机，软件等,16,1998-2010 Smith Browning Direct,Inc.All Rights Reserved.,Direct Marketing Association,Direct mail to Business 对企业的直邮-Oer:Entersweepstakesonlinebygiving usyour emailaddress 诱因：给我们电邮地址，可以参加在线抽奖活动,17,1998-2010 Smith Browning Direct,Inc.All Rights Reserved.,Direct Marketing Associatio

15、n,18,Giveusyouremailaddressand well automaticallyenteryouin oursweepstakes 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 Association,ResultsofBestBuyforBusiness Marketing:6%Response 200%OverExpectedResults 百思买企业营销结果：6%的响应率，超过预期结果的200%,19,1998-2010 Smi

16、th Browning Direct,Inc.All Rights Reserved.,Direct Marketing Association,20,BestBuyforBusinessCatalog-Mailedtobusiness customers andprospects 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 Association,21,1.Products that make mee5ngs go be9er 使会议更成功的产品B

17、estBuyforBusinesscatalogsare focusedonsolvingcustomerproblems.百思买企业目录致力于解决客户问题。2.Products that help you thank your best customers and employees 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 Association,22,HighestValue BusinessCustomers“LetBestBuybeyourbusin

18、esspartner”最高价值的企业客户-“让百思买成为你的商业伙伴”。“Youareimportanttous,sowehave assigned aBestBuybusinessassociate topersonally handleyourneeds.”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 Association,Zbackground Z网站背景,LargestShoeE-Commerce Company

19、Foundedin1999 US$1billioninrevenue in 2008 SoldtoA in 2009 Expanded from shoes only to oer more products Over1,200brands,over 200,000styles,over1 million SKUs 4millionitemsinstock,23,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 Brown

20、ing Direct,Inc.All Rights Reserved.,Direct Marketing Association,24,Z Mail Catalog,Z Website,SuccessfulZ MailsCatalogs Z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

21、 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 Association,CatalogImpactonRetailSales 目录营销对零售的影响,25,针对消费者的目录,Direct Marketing Association,26,UnitedStatesPostalServiceResearch 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和响应率,