零售与电子商务中的直复营销.pdf

10. Direct Marketing in Retail and E-Commerce 零售与电子商务中的直复营销 Direct Marketing Association ©1998-2010 Smith Browning Direct, Inc. All Rights Reserved. 1 Direct Marketing Association ©1998-2010 Smith Browning Direct, Inc. All Rights Reserved. 2 Major Retailers are no longer just shopkeepers    大型零售商不再仅是店主 手机营销 Direct Marketing Association ©1998-2010 Smith Browning Direct, Inc. All Rights Reserved. 3 Managing the E‐‐Commerce fulfillment process 电子商务订单履行过程管理 4.   Order   is    5.   Order   is    shipped    delivered    3.   Order is    出货作业 6.   Order/product    交货作业 picked and  packed    communications    拣货与包装作业 订单/货物信息沟通 1.   Customer    2.   Order is received places order    7.   Return and Refund 公司收到订单 顾客下订单 退货与退款 Direct Marketing Association 4 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,