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.

1. Deconstructing Mail-Order:
Old Habits, New Technologies and
Innovative Approaches in Distance Selling
Martin Gross-Albenhausen
Chefredakteur „Der Versandhausberater“
Donnerstag, 9. April 2009

2. Mail-Order 2009
2
Donnerstag, 9. April 2009

3. Mail-Order 2009
Order Channels (in %)
80
78,6
73,1
66,4
60
62,1
59,6 63,5
54,0 56,4
42,9 46,0
40
20
0
2005
2006
2007
2008
2009
via Catalog via Internet 3
Donnerstag, 9. April 2009

4. Mail-Order 2009
Ages 14-29 (in %)
90
83,3 85,0
78,0
69,4
68 68,8 70,0
61,5
55,6
45
47,1
47,6
23
0
2005
2006
2007
2008
2009
via Catalog via Internet
4
Donnerstag, 9. April 2009

5. Mail-Order 2009
Multichannel
90%
0,504
0,387
68%
45%
23% 0,435
0,317
0%
2005
2006
% of all Internet-Buyer who also shopped by Catalog
% of all Catalog-Buyers who also shopped by Web
5
Donnerstag, 9. April 2009

6. 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“
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Donnerstag, 9. April 2009

7. 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“.
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Donnerstag, 9. April 2009

8. More channels
more chances
Direct
Market- Media Live-
Mail
Stores Shopping
Places
Telephone
Online- SEM
Clubs
e-Mail Shop
...
Catalog
TV
Social
RSS
Networks Affiliates
8
Donnerstag, 9. April 2009

9. Patchwork rather than
„fil-a-fil“?
Market- Direct Live-
Media SEM
Stores Shopping
Places Mail
Online-
Clubs e-Mail Telephone TV
Shop
Social
... Catalog Affiliates
RSS
Networks
9
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10. „Reality sucks“
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11. Catalog (classic)
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12. Catalog (classic)
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13. Catalog (classic)
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14. Catalog (classic)
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15. Catalog (modern)
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16. Catalog (modern)
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17. Catalog (modern)
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18. Catalog (modern)
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19. Catalog (modern)
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20. Catalog (modern)
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21. Catalog (modern)
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22. Catalog (modern)
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23. Catalog (modern)
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24. Catalog (modern)
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25. Catalog (modern)
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26. Catalog (modern)
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27. Catalog (modern)
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28. Catalog (modern)
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29. Catalog (modern)
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30. Process Re-engineering
tech.
Copy Picture
Data
Catalogs Media Shop
15
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31. Process Re-engineering
tech.
Copy Picture
Data
Comparison-
Google Communities Shopping,
Marketplaces
16
Donnerstag, 9. April 2009

32. 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 message
17
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33. Brands go direct
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34. Brands go direct
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35. Brands go direct
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36. Brands go direct
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37. Brands go direct
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38. Brands go direct
20
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39. Brands go direct
20
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40. Brands go direct
20
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41. Brands go direct
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42. Brands go direct
20
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43. Brands go direct
20
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44. Brands go direct
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Donnerstag, 9. April 2009

45. 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
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46. „Open“ data
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47. 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
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48. (Micro)blogging
24
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49. (Micro)blogging
24
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50. (Micro)blogging
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51. Branded Entertainment
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52. Branded Entertainment
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53. Branded Entertainment
25
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54. Mail Order 2009
Mail Order 1.0 Mail Order 2.0
Copywriter 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

55. Modelle
Versandhandel 1.0 Versandhandel 2.0
Lean Back Lean Forward
Hard-Selling Soft-Selling, Sell-a-tainment
Action Reaction Interaction
Direct Marketing, „last click“ Indirect Marketing, „Attribution“
Donnerstag, 9. April 2009

56. Customer Engagement
Social
Commerce,
Ratings/Reviews,
Social Media
MassCustomization,
Woot & Co. 3%
7%
16 %
Personalization,
74 %
Catalogs
Collaboration,
Teleshopping
Recommendation
Web 1.0
Kelly Mooney, The O.P.E.N. Brand
Donnerstag, 9. April 2009

57. 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

58. Thank you for your attention!
Questions, comments?
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Donnerstag, 9. April 2009