1. Alexander Graf,
NetImpact Framework GmbH, Managing Partner
commerce summit Hamburg, 30.08.2012
General Track: Multichannel

2. Multichannel marketing is marketing using many different marketing channels to
reach a customer. In this sense, a channel might be a retail store, a web site, a mail
order catalogue, or direct personal communications by letter, email or text message.
The objective of the companies doing the marketing is to make it easy for a consumer
to buy from them in whatever way is most appropriate. (Source: Wikipedia)
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3. Recent Headlines, August 2012
• War Multichannel-Vertrieb nur eine schöne Illusion? (e-blog)
• Multichannel gilt auch für Social Media (Haufe)
• Multi-Channel-Anbieter in Feierlaune (Business Partner)
• Beruhigungspille Multi-Channel (Immobilien Zeitung)
• C&A pusht Onlineshop mit eigener TV-Kampagne (Horizont)
• Otto mit eigenem Mode- und Lifestyle-Magazin (Haufe)
• The Multi-Channel Marketing Mandate: Be Where Your Customers Are!
(business2community)
• Top retailers at channel crossroads (marketingweek)
• Multichannel - A Winning Strategy (businessbuilders)
• HMV launches myhmv as next step of multichannel overhaul (RetailWeek)
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4. Will companies get additional revenues?
 More sales potential
 More customer
contact points
 Better product/brand
experience
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5. Will companies get additional profits?
 Process complexity
increases
 Innovation slowdown
 Organisation
complexity increases
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6. Will customers be delighted?
 Price
 Selection
 Immediacy
 Experience
 Personal Fit
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7. Will customers be more loyal?
 Product
 Product
 Product
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8. Multichannels – same offering?
Price, Personal Fit
Selection, Price
Immediacy
Immediacy, Experience
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9. Multichannel does not work for every business model
Price, Personal Fit ( )
Selection, Price x
Immediacy ( )
Immediacy, Experience x
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10. Trust your There is no
Focus on great
controlling, multichannel/
products not on
manage every social
great channel
channel by ROI media/telephone
experiences
goals strategy
Learnings
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11. NetImpact helps customers to find new online business models and operates as an
execution partner to successful implement these models. Core customers are
corporate groups and online pure players.
Alexander.Graf@netimpact-group.de
Blog: www.kassenzone.de
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