2016 Florida Chamber of Commerce Transportation Summit presentation
commerce summit Hamburg
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Transcript of 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)
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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?
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More sales potential More customer
contact points Better product/brand
experience
Will companies get additional profits?
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Process complexity increases
Innovation slowdown Organisation
complexity increases
Will customers be delighted?
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Price Selection Immediacy Experience Personal Fit
Will customers be more loyal?
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Product Product Product
Multichannels – same offering?
Price, Personal Fit
Selection, Price
Immediacy
Immediacy, Experience
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Multichannel does not work for every business model
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x
Price, Personal Fit
Selection, Price
Immediacy
Immediacy, Experience
( )
( )
x
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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
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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.
Blog: www.kassenzone.de
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