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