1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation110. Direct Marketing inRetail and E-Commerce零售与电子商务中的直复营销1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation21998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation3MajorRetailersarenolongerjustshopkeepers大型零售商不再仅是店主手机营销2.Orderisreceived公司收到订单 DirectMarketingAssociation1.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1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationRetailPromotionsthatworkwellinDirectMarketing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51998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationCase: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1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationMajorAdvertisingviatraditionalmedia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1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationDirectMarketing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1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation91.RewardZoneMembershipmailings会员俱乐部会员邮件2.SpecialRewardZonePrivileges会员特权1.Weeklyonlinead每周在线广告DirectMarketingAssociation2.WeeklyEmail每周电子邮件*101998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationCelebrityEventandSMSTextforinformation名人促销活动和短信促销信息111998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation1.BestBuywebsitehomepage百思买网站主页122.BestBuyiPhoneApplication百思买iphone 应用软件DirectMarketingAssociation13BestBuyretailstorelocator百思买零售商店在线定位器DirectMarketingAssociationBestBuySocialMedia百思买的社交媒体141998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationDirectMail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151998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationCase: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161998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationDirectmailtoBusiness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171998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation18Giveusyouremailaddressandwellautomaticallyenteryouinoursweepstakes给我们电邮地址，可以直接参加网上抽奖活动1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationResultsofBestBuyforBusinessMarketing: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%191998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation20BestBuyforBusinessCatalogMailedtobusinesscustomersandprospects百思买的企业目录邮寄给企业客户和潜在客户1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation211.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1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation22HighestValueBusinessCustomers“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。1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationZappos.combackgroundZappos.com网站背景 LargestShoeECommerceCompany Foundedin1999 US$1billioninrevenuein2008 SoldtoAmazon.comin2009 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1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation24Zappos.comMailCatalogZappos.comWebsiteSuccessfulZappos.comMailsCatalogsZappos.com成功的邮寄目录“Different people respond to different media,” said Aaron Magness, director forbrand marketing and business development at Zappos.com in Henderson, Nev.So far, an average order from the catalog is more than twice the size of an averageorder that began on Zappos.com, said Cameron Brown, president at King Fish inSalem, Mass. Zappos.com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Zappos.com网站的订单的两倍。”1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationCatalogImpactonRetailSales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DirectMarketingAssociation26UnitedStatesPostalServiceResearch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