zalando's eightfold path to content strategy
DESCRIPTION
What would your first thoughts be if Zalando came knocking, asking for a content strategy?TRANSCRIPT
A fable featuring Santa, Achilles, Return Rates, a Bubble and Parlando
to Content Eightfold Path
Strategy
If Zalando would ever want one:
What would your first thoughts be if Zalando "came knocking, asking for a content strategy?
Why is Zalando���NOT MAKING MONEY?
• "An average of 50% of goods are returned” • “... dass Retourenquoten bei ÜBER 60 PROZENT liegen.” • "... as high as 70% in returned merchandise” • " VIER VON FÜNF Paar Schuhen, die Zalando verschickte,
landeten angeblich kurze Zeit später wieder im Wareneingang." http://www.reuters.com/article/2013/04/24/germany-zalando-idUSL6N0DB34Y20130424; http://www.messe-duesseldorf.de/drupa2012_ca/media/Serie_Online_Zalando_e.pdf; http://www.sueddeutsche.de/wirtschaft/retouren-bei-online-bestellungen-wo-der-schuh-drueckt-1.1369502; http://www.onlinehaendler-news.de/handel/allgemein/5340-asos-deutschland-schnittmenge-zalando.html
http://www.economist.com/news/business/21591874-e-commerce-firms-have-hard-core-costly-impossible-please-customers-return-santa
Far too many goods are being RETURNED.
How does CONTENT reduce return rates?
http://jobs.zalando.de/en/mission-and-values
Correction: how does content reduce return rates with 50%;)?
Awareness
Lead generation Action
Lead conversion Activation Advocacy
Mindsetting
Consideration
Upselling
PRE-SALES AFTER-SALES SALES
Lead conversion Activation Advocacy
Upselling
PRE-SALES AFTER-SALES SALES
Awareness
Lead generation Action
Mindsetting
Consideration
Zalando marketing
efforts
Advocacy Upselling
PRE-SALES AFTER-SALES SALES
Awareness
Lead generation Action
Mindsetting
Consideration
Rück-"sendungen
Lead conversion Activation
Zalando marketing
efforts
Advocacy Upselling
PRE-SALES AFTER-SALES SALES
Awareness
Lead generation Action
Mindsetting
Consideration
INFORM"INCENTIVIZE"
INSPIRE
Lead conversion Activation
Content can make ���more people ORDER STUFF "THAT SUITS THEM (i.e. that doesn’t need ���to be returned), in 3 ways:
PRE-SALES AFTER-SALES SALES
http://blog.kissmetrics.com
/content-m
arketing-with-vine/
Advocacy Upselling
Awareness
Lead generation Action
Mindsetting
Consideration
Lead conversion Activation
Content is INFORMATION "reducing return rates Cf. "Statt es dem Kunden schwerer zu machen, Artikel zurückzuschicken, müssen Internet-Verkäufer mehr dafür tun, dass Kunden die richtige Auswahl treffen - etwa durch eine bessere Warenpräsentation” http://www.sueddeutsche.de/wirtschaft/retouren-bei-online-bestellungen-wo-der-schuh-drueckt-1.1369502
PRE-SALES AFTER-SALES SALES
http://w
ww.businessoffashion.com
/2014/02/porter-m
agazine-net-a-porter.htm
l
Advocacy Upselling
Awareness
Lead generation Action
Mindsetting
Consideration
Lead conversion Activation
Content is INSPIRATION "reducing return rates Cf. ”’Customers who bought this also bought’ is a cue of social proof. Offers with a social proof message are far more effective than neutral messages such as: ‘You could also try?’ Copy is Amazon's secret sauce." Arjan Haring, Econsultancy
https://econsultancy.com/blog/63689-why-copy-is-amazon-s-secret-sauce#i.1uqdoxw10ohdqw ; http://crowdbait.co.uk/news/content-vlogs-repurposing-amazons-secrets-revealed-1956/
PRE-SALES AFTER-SALES SALES
http://www.accessallasos.com
Advocacy Upselling
Awareness
Lead generation Action
Mindsetting
Consideration
Lead conversion Activation
Content are INCENTIVES "for reducing return rates Cf. "High-returning customers who buy ���a lot of stuff, and are thus worth keeping, could be offered incentives to reduce their return rates." http://www.economist.com/news/business/21591874-e-commerce-firms-have-hard-core-costly-impossible-please-customers-return-santa
... There’s one more key to SUCCESS ...
http://thenativenewyawker.com/asos-can-teach-social-media-marketing/
By answering their customers’ wants and needs - for information, incentives and inspiration - Zalando could extend “the world's best shopping ���experience” offline and ���MAKE IT REAL.
Why it matters for Zalando content to be REAL?
http://www.rtl.de/cms/news/zalando-drei-monate-undercover-3a32f-ada1-91-1873810.html
#1
https://twitter.com/Zalando_Press #2
(Next #SHITSTORM forecast:) #3
Nielsen / InPowered MediaLab, January 2014, http://sco.lt/5A2FNJ #4
"Zalando is still loss-making ���AS IT SPENDS TO BOOST "BRAND AWARENESS." http://www.reuters.com/article/2013/04/24/germany-zalando-idUSL6N0DB34Y20130424
“Their customer base’s loyalty HAS NOT COME CHEAPLY. For years, Zalando’s monthly media spending soared in the double digit millions, light years ahead of the next competitor.” http://www.messe-duesseldorf.de/drupa2012_ca/media/Serie_Online_Zalando_e.pdf
#5
A fable featuring Santa, Achilles, Return Rates, a Bubble and Parlando
to Content Eightfold Path
Strategy
If Zalando would ever want one: