培训课件：零售与电子商务中的直复营销.pptVIP

* ?1998-2010 Smith Browning Direct, Inc. All Rights Reserved. Direct Marketing Association 1 10. Direct Marketing in Retail and E-Commerce 零售与电子商务中的直复营销 ?1998-2010 Smith Browning Direct, Inc. All Rights Reserved. Direct Marketing Association 2 ?1998-2010 Smith Browning Direct, Inc. All Rights Reserved. Direct Marketing Association 3 Major Retailers are no longer just shopkeepers 大型零售商不再仅是店主 ? 手机营销 2. ?Order ?is received 公司收到订单 ? Direct Marketing Association 1. ?Customer ? places ?order ? 顾客下订单 ? 3. ?Order?is ? ? picked ?and ?packed ? 拣货与包装作业 ? 5. ?Order ?is ? delivered ? 交货作业 ? 4. ?Order ?is ? shipped ? 出货作业 ? 7. ?Return and?Refund 退货与退款 ? 4 6. ?Order/product ? communications ? 订单/货物信息沟通 ? Managing the E--Commerce ful?llment process ? 电子商务订单履行过程管理 ?1998-2010 Smith Browning Direct, Inc. All Rights Reserved. Direct Marketing Association Retail Promotions?that work?well?in?Direct?Marketing ? 直复营销中效果很好的零售促销活动 ? ?? Occasions and Store?Events ?特定时机与店家的事件营销活动 ? –? Holidays, ?Back ?to School, ?School Graduation,?Weddings and?more ? ? 假期，开学，毕业，婚礼等 ? –? New products, ?big?sales, ?celebrity?events?and?more ? ? 新产品，大减价，名人促销等 ? ?? Loyalty Programs 提高忠诚度的营销活动 ? –? Acquire, ?increase buying level, recognition?of best?customers ? 获取新顾客，提高购买水平，识别最佳顾客 ? ?? Target ?Audience?promotions ?目标受众促销活动 ? –? Businesses, ?New?Mover, ?Inactive?Customers, and?more ? 企业，新搬家者，不活跃的顾客等 ?? New?Customer?acquisition ?新顾客获取的促销活动 ? –? Friends?and?Family?o?ers, and?more ? –? 针对朋友和家人的优惠等 5 ?1998-2010 Smith Browning Direct, Inc. All Rights Reserved. Direct Marketing Association Case: ?Best?Buy Multi--Channel?Marketing ? 案例：百思买（Best Buy）的多渠道营销 “Buyer?be?happy” ? ? ? ?让顾客快乐购物 ? 6 Full ?service ?super ?store ? Small ?specialty ?Mobile ?stores ? ?? Retailer ?of?technolog