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e-Catalogues & e-Brochures: Uplifting Online & Direct Business

e-Catalogues & e-Brochures: Uplifting Online & Direct Business. Jeff McCarthy, Partner/Director. MULTI-CHANNEL RETAIL. OVERVIEW. How leading brands have utilised e-Catalogues & e-Brochures to drive sales via: online, retail, mail order & call centre

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e-Catalogues & e-Brochures: Uplifting Online & Direct Business

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  1. e-Catalogues & e-Brochures: Uplifting Online & Direct Business Jeff McCarthy, Partner/Director

  2. MULTI-CHANNEL RETAIL

  3. OVERVIEW • How leading brands have utilised e-Catalogues & e-Brochures to drive sales via: • online, retail, mail order & call centre • Integration with other channel marketing • How multimedia is used to superb effect • Other technological opportunities…

  4. E-RETAIL: Record Growth (Consumer data only) £ billion £46.6bn + 54% £30.2bn + 57% £19.2bn £14.5bn + 32% <£10bn + 48% Source: IMRG Jan 2008, Jan 2007 & May 2006

  5. SO HOW DO E-CATALOGUES WORK?

  6. CASE STUDY: PUMA

  7. CASE STUDY: DSGi BUSINESS

  8. CASE STUDY: DSGi BUSINESS

  9. CASE STUDY: B2B

  10. CASE STUDY: SUNDERLAND AFC

  11. CASE STUDY: READING

  12. CASE STUDY: ARSENAL

  13. LATEST RESEARCH – US POSTAL SERVICE “2007 Multi-Channel Direct Mail Study” Source: IDM 08.08.07

  14. LATEST RESEARCH • Browsing when using a catalogue is higher Source: IDM 08.08.07

  15. PERFECT PARTNERS Consumer Opinion Direct Mail % E-Mail % Gives me better impression of the company More professional means of communication Easy to take in information Likely to really grab my attention I’m likely to spend a lot of time reading it It makes me feel more valued I am more likely to do something as a result Appropriate if I’m not already a customer I enjoy receiving and reading it Better for sending reminders More appropriate if a customer already Easy to file so I can go back to it later Better for confirmation / follow-up messages Easier to respond to Better at communicating brief messages Better for the environment Source: Royal Mail 2007 Source: Quadrangle: DM & Email 2007. DM & Online 2007

  16. CHANNEL INTEGRATION TEXT E-CATALOGUE “BVILLAjeff@interactive-marketing.net to 80008”

  17. Step 1: Print Media Promotion

  18. Inserts Vouchers Newsletters Warranty Cards On Pack Promo News Papers POS Trade Press Mobile & Email Posters TV Invoices Till Receipts Radio Web Emails Promo Literature Direct Mail Limitless data capture opportunities

  19. Step 3: Download/view e-Catalogue

  20. Integrated form

  21. INTEGRATED MARKETING PRESS THE RED BUTTON

  22. BUT WE HAVE A WEB SITE

  23. RECIPE FOR SUCCESS…

  24. RECIPE FOR SUCCESS…

  25. RECIPE FOR SUCCESS…

  26. RECIPE FOR SUCCESS…

  27. COMPETITION

  28. “GREEN-SPIRATION” • Reduce environmental impact of catalogues

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