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1、©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation110.DirectMarketinginRetailandE-Commerce零售与电子商务中的直复营销©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation2©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAsso
2、ciation3MajorRetailersarenolongerjustshopkeepers大型零售商不再仅是店主手机营销2. Order isreceived公司收到订单DirectMarketingAssociation1. Customerplaces order顾客下订单3. Order ispicked and packed拣货与包装作业5. Order isdelivered交货作业4. Order isshipped出货作业7. Returnand Refund退货与退款46. Order/productcommunications订单/
3、货物信息沟通ManagingtheE-Commercefulfillmentprocess电子商务订单履行过程管理©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationRetailPromotions thatwork well in Direct Marketing直复营销中效果很好的零售促销活动•OccasionsandStore Events特定时机与店家的事件营销活动–Holidays, Back toSchool, SchoolGraduation
4、, Weddingsand more假期，开学，毕业，婚礼等–Newproducts, big sales, celebrity events and more新产品，大减价，名人促销等•LoyaltyPrograms提高忠诚度的营销活动–Acquire, increasebuyinglevel,recognition ofbest 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 mor
5、e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 Familyoffers,and more–针对朋友和家人的优惠等5©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationCase: Best BuyMulti--Channel Marketing案例：百思买（BestBuy）的多渠道营销“Buyer be happy”让顾客快乐购物6Full service super stor
6、eSmall specialty Mobile stores•Retailer of technology & entertainment products and services– Primarily known for consumer products•提供技术、娱乐产品和服务的零售商---主要销售家用电子产品©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationMajor Advertising via traditional media传统媒体
7、上的主要广告73. Weekly newspaper specialinserts4.New StoreOpening ads新店开张广告每周报纸中的特别插页2. Outdoor signs –Billboards户外广告1. TV Advertising of SmartPhones at Best Buy Mobile百思买智能手机电视广告©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationDirectMarketing直复营销BestBuyLoya
8、ltyProgram:Reward Zone百思买忠诚度促销活动:
