De Telegraaf Webshop Turn your readers into customers!
De Telegraaf Webshop
Turn your readers into customers!
Charles Aalders
• De Telegraaf
• Largest dutchnewspaper
• Circulation 600.000
• Subscribers 500.000
• E- commerce
• Categorymanagement& businessdevelopment
• Started in 2008
• 10 mio turnover 2011• Subscribers 500.000
• 2,1 mio readers
• Telegraaf.nl 3,5 miovisitors per month
• App’s : 300.000 downloads
• 10 mio turnover 2011
• 50% growth per year
• 2016: 60 mio turnover
We still reach millions of consumers
every day
We know their needs
They trust us
They are used to readeroffers
We offer a wonderfull stage for
manufacturers
And there’s a opportunity
The channel-shift
What is the key to the success?
Where’s the money in de valuechain?
Get in control
How? We doubled our role in de
valuechain and became a (r)etailer as
well!
Our businessmodel
• 1. Unique offer ( either as product or in price)
• 2. Advertising free of cost for the supplier
• 3. Economic risks on stock for the supplier
• 4. Attractive gross margin for De Telegraaf• 4. Attractive gross margin for De Telegraaf
• 5. Distribution through traditional retailoutlets
optional
Assortment
• Based on the needs of our targetgroup• Fit with our editorial concepts
• Average age readers: 50• Average age readers: 50
• Books, DVD & CD, Household appliances,
Fashion, Cooking, Watches & Jewelry, Health,
Outdoor, Golf, e-bikes
How to create customerloyalty?
Be relevant & Create added value
• Assortiment
• Segmentation / E-mail
• Excellent service• Excellent service
Kemp Starley case
Research
• Marketdata ( GFK )• 2009 & 2010: 160.000 e-bikes per year• Juli: 25.000 e-bikes• Average price: € 1.900,=• Average price: € 1.900,=
Research
• Webshop panel• Are you interested in buying this…
> 63% interested> 63% interested> 13% very interested> 1,4% bereid tot koop
Our readers needs
• Excellent bike• Good price• Home delivery • Guarantee• Guarantee• Repairservice @ home
We offered them
• E- bike voor € 799,=• For women and men• Free of charge home delivery with a brief
explanationexplanation• Guarantee and free of charge
repairservice at home by our partner Fietsned
• Free of charge out of home service ( flat tire )
The partners
• De Telegraaf: Webshop, Marketing en Customersupport
• Kemp Starley: Manufacturer ( Bdexx/Forenses)Bdexx/Forenses)
• Fietsned: Guarantee and repairservice• Kusters: Homedelivery e-bikes
The results
• We sold 1.400 e-bikes in 3 months• € 1.100.000 turnover
• 44.000 visitors on the productpage• 44.000 visitors on the productpage• 16.000 viewers infomercial• 1.500 inbound calls
We turned our readers into customers
• De Telegraaf has 500.000 subscribers
• De Telegraaf webshop has 500.000 customers
• Definition customer:• Definition customer:
• “ a person with a webshop account who
bought one or more products in our webshop
during the last 12 months ”
And now we turn our customers into
readers
• 50% of our customers has no subscription
We offer them successfully a trail subscription
on De Telegraaf. So now we also turn our
customers into readers.customers into readers.
Rome wasn’t built in a day
Do’s
• Make e-commerce a strategic issue
• Create a businessunit
• Empower it
• “ The last mile” - Outsource technology , • “ The last mile” - Outsource technology ,
fulfilment & logistics. Select the best partners.
• Concentrate on your corebusiness
Why going beyond your corebusiness
is not a bad idea?
Change the game
• Think Triple-Win
- Consumer needs
- Manufacturer needs
- Your own needs- Your own needs
• Become a (r) etailer as well
- create a e-commerce platform
• Turn your readers into customers