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Engaging with the iConsumer 
Vincent Nolf 
Managing Director Business Clients Mail 
1
The buying decision journey of the iConsumer has changed 
Letterbox offers you fantastic new opportunities
The buying decision journey of the iConsumer has changed 
Winning the Zero Moment of truth 
3 
THE NEW MENTAL MODEL… 
THE ...
ZMOT is a vital new addition to the classic three-step process of stimulus, shelf, experience. 
What are people doing in t...
Advertising Mail is the 2nd most important stimulus to enter into the zero moment of truth. 
Most important stimuli to ent...
According to McKinsey as well, The letterbox is considered as one of most important touchpoints related to the purchase … ...
In this context, letterbox is one of the most important touchpoints in the buyer’s decision 
All industries, number of tim...
The Letterbox combines well with online search 
Considered as an important touchpoint in terms of final purchase, end-to-e...
9 
of customers check their mailbox everyday. 
91% 
Source: Letterbox Consumer Survey, TNS Media, 2014
All consumers are interested as well by their Letterbox 
10 
Source: Letterbox Consumer Survey, TNS Media, 2014 HEAVY E-BU...
Direct Mail allows to increase your visibility 
Number of commercial pieces/week 
11 
3,4 
4,1 
3,9 
4 
28,7 
32,6 
47,9 
...
12 
Full 45% 
Partial 20% 
Glanced 22% 
Direct Mail offers a broad and quality contact 
87% 
of direct mail are read 
Sour...
13 
E-buyers read even more Direct Mail 
HEAVY E-BUYER 
89% 
Source: Letterbox Consumer Survey, TNS Media, 2014
Direct Mail creates online traffic 
14 
“I visited the brand website after reading a direct mail from that brand.” 
ONLINE...
15
Activating e-shoppers through a post card 
16 
Excellent recall rate of 
77% 
Improved the Top of Mind position with 
143%...
Activating drivers to interact with a brand 
14% 
10% 
10% 
10% 
Visit Open door 
Visit website of the brand to find more ...
Activating drivers to interact with a brand 
Will this car brand be considered when you’ll buy a new car? 
TOTAL SAMPLE (N...
Creating point of sales trafic and brand visibility 
Gamma Unaddressed Mail, day certain, National
Creating point of sales trafic and brand visibility 
20
21 
NMBS, 2013 
NMBS/SNCB 
Moving a key moment in people’s lives
Engaging with customers 
22 
Coolblue 
If it comes to customer satisfaction, Coolblue prefers to send a postcard. 
Coolblu...
23
•Letterbox remains a valuable channel for all consumers, even the most digital 
•In this environment, Direct Mail reinforc...
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Engaging with iConsumer - BDMA Congres

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Engaging with iConsumer - BDMA Congres

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Engaging with iConsumer - BDMA Congres

  1. 1. Engaging with the iConsumer Vincent Nolf Managing Director Business Clients Mail 1
  2. 2. The buying decision journey of the iConsumer has changed Letterbox offers you fantastic new opportunities
  3. 3. The buying decision journey of the iConsumer has changed Winning the Zero Moment of truth 3 THE NEW MENTAL MODEL… THE TRADITIONAL MENTAL MODEL OF MARKETING FOR A LONG TIME Source: Winning the zero moment of truth, Google
  4. 4. ZMOT is a vital new addition to the classic three-step process of stimulus, shelf, experience. What are people doing in the ZMOT… 4 18% 22% 22% 31% 36% 38% 49% 50% Become a friend/follower/”liked” a … Search information from a retailer/store website Read comments following an article/opinion Read product reviews or endorsements online Search for information from a product … Compare products online Talk with friends/family about the product Search online, use search engine (net) Source: Winning the zero moment of truth, Google
  5. 5. Advertising Mail is the 2nd most important stimulus to enter into the zero moment of truth. Most important stimuli to enter into the zero moment of truth 5 16% 21% 22% 23% 24% 27% 28% 29% 31% 37% Saw an ad on an outdoor billboard Watched a TV show that featured the product Noticed advertising while browsing online Read information in an email received from a brand/manufacturer Looked at/read magazine advertisements Read magazine articles/reviews/information Read newspaper articles/reviews/information Saw an ad in a newspaper/newspaper insert Received mail at home from a brand/manufacturer (e.g., catalogue, … Saw advertisements on television Source: Winning the zero moment of truth, Google
  6. 6. According to McKinsey as well, The letterbox is considered as one of most important touchpoints related to the purchase … % of total customers 6 27 27% 35% 38% 62% OF CUSTOMERS USE DIGITAL CHANNELS Source: "Evolve or Perish: Digital Darwinism for Belgian Companies", 2012-2013 ONLINER Purchases online and learns about brands / products mostly online. ROPO Purchases offline using info collected through online channels. OFFLINER Purchases and learns about products mostly via traditional channels. 2.Website 1.Search 3.E-mail TOP 4 4.Letterbox 2.Website 1.Search 3.Letterbox TOP 3 2.Letterbox 1.Store visit 3.Representative TOP 3
  7. 7. In this context, letterbox is one of the most important touchpoints in the buyer’s decision All industries, number of times considered important per 100 purchases, end-to-end 7 SOCIAL MEDIA OUT OF HOME CINEMA WEB BANNERING RADIO B2C CALL TV REPRESENTATIVE PRESS E-MAIL LETTERBOX E-MAIL TO COMPANY CALL TO COMPANY STORE VISIT WEBSITE SEARCH 1% 1% 0% 2% 2% 4% 7% 8% 9% 12% 2% 6% 13% 17% 22% 21% SIMILAR INSIGHTS AVAILABLE FOR 21 industries On or offline buyers Loyal or switching customers Age groups Regions Etc. Source: "Evolve or Perish: Digital Darwinism for Belgian Companies", Nov. 2012
  8. 8. The Letterbox combines well with online search Considered as an important touchpoint in terms of final purchase, end-to-end 8 +80% Letterbox is the only offline touchpoint that performs better than email when combined with search 22% 39% 32% 25% 27% Source: "Evolve or Perish: Digital Darwinism for Belgian Companies", 2012-2013
  9. 9. 9 of customers check their mailbox everyday. 91% Source: Letterbox Consumer Survey, TNS Media, 2014
  10. 10. All consumers are interested as well by their Letterbox 10 Source: Letterbox Consumer Survey, TNS Media, 2014 HEAVY E-BUYER 73% HEAVY WEB USER 74% 70% of Belgian consumers are curious to discover what is in their letterbox
  11. 11. Direct Mail allows to increase your visibility Number of commercial pieces/week 11 3,4 4,1 3,9 4 28,7 32,6 47,9 26 ALL HEAVY E-SHOPPER HOME INTERNET 18-34 Source: Letterbox Consumer Survey, TNS Media, 2014
  12. 12. 12 Full 45% Partial 20% Glanced 22% Direct Mail offers a broad and quality contact 87% of direct mail are read Source: Letterbox Consumer Survey, TNS Media, 2014
  13. 13. 13 E-buyers read even more Direct Mail HEAVY E-BUYER 89% Source: Letterbox Consumer Survey, TNS Media, 2014
  14. 14. Direct Mail creates online traffic 14 “I visited the brand website after reading a direct mail from that brand.” ONLINE SHOPPERS 71% SOCIAL MEDIA USERS 53% Source: Letterbox Consumer Survey, TNS Media, 2014
  15. 15. 15
  16. 16. Activating e-shoppers through a post card 16 Excellent recall rate of 77% Improved the Top of Mind position with 143% Intention to act 14% Zalando Direct Mail
  17. 17. Activating drivers to interact with a brand 14% 10% 10% 10% Visit Open door Visit website of the brand to find more information Visit a concessionary to find more information Visit a concessionary to have a test drive Source: Automotive case, DM barometer 2014, BtC n; 300 Citroën Unaddressed Mail, day certain, National
  18. 18. Activating drivers to interact with a brand Will this car brand be considered when you’ll buy a new car? TOTAL SAMPLE (N=300) – 100% OF RESPONDENTS 33% 53% Control group +60,6% Increase after only 1 folder Source: Automotive case, DM barometer 2014, BtC n; 300 Citroën Unaddressed Mail, day certain, National
  19. 19. Creating point of sales trafic and brand visibility Gamma Unaddressed Mail, day certain, National
  20. 20. Creating point of sales trafic and brand visibility 20
  21. 21. 21 NMBS, 2013 NMBS/SNCB Moving a key moment in people’s lives
  22. 22. Engaging with customers 22 Coolblue If it comes to customer satisfaction, Coolblue prefers to send a postcard. Coolblue Direct mail postcard
  23. 23. 23
  24. 24. •Letterbox remains a valuable channel for all consumers, even the most digital •In this environment, Direct Mail reinforces digital strategies to raise web traffic, especially in combination with search •It offers high contact value: –87% readership, activating to purchase –one of most important touchpoints related to the purchase moment •For an increasing number of advertisers, letterbox is fully integrated in the way to reach and engage with the iConsumer iConsumer is first of all … a human

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