commerce summit hamburg

Alexander Graf,

NetImpact Framework GmbH, Managing Partner

commerce summit Hamburg, 30.08.2012

General Track: Multichannel

Multichannel marketing is marketing using many different marketing channels to reach a customer. In this sense, a channel might be a retail store, a web site, a mail order catalogue, or direct personal communications by letter, email or text message. The objective of the companies doing the marketing is to make it easy for a consumer to buy from them in whatever way is most appropriate. (Source: Wikipedia)

Slides made by www.folienknecht.com


Recent Headlines, August 2012

• War Multichannel-Vertrieb nur eine schöne Illusion? (e-blog)

• Multichannel gilt auch für Social Media (Haufe)

• Multi-Channel-Anbieter in Feierlaune (Business Partner)

• Beruhigungspille Multi-Channel (Immobilien Zeitung)

• C&A pusht Onlineshop mit eigener TV-Kampagne (Horizont)

• Otto mit eigenem Mode- und Lifestyle-Magazin (Haufe)

• The Multi-Channel Marketing Mandate: Be Where Your Customers Are! (business2community)

• Top retailers at channel crossroads (marketingweek)

• Multichannel - A Winning Strategy (businessbuilders)

• HMV launches myhmv as next step of multichannel overhaul (RetailWeek)

Will companies get additional revenues?


More sales potential More customer

contact points Better product/brand

experience

Will companies get additional profits?


Process complexity increases

Innovation slowdown Organisation

complexity increases

Will customers be delighted?


Price Selection Immediacy Experience Personal Fit

Will customers be more loyal?


Product Product Product

Multichannels – same offering?

Price, Personal Fit

Selection, Price

Immediacy

Immediacy, Experience


Multichannel does not work for every business model


x

Price, Personal Fit

Selection, Price

Immediacy

Immediacy, Experience

( )

( )

x


Learnings

Trust your controlling,

manage every channel by ROI

goals

Focus on great products not on

great channel experiences

There is no multichannel/

social media/telephone

strategy


NetImpact helps customers to find new online business models and operates as an execution partner to successful implement these models. Core customers are corporate groups and online pure players.

[email protected]

Blog: www.kassenzone.de


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