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Multichannel at Thalia.at


     Innovation – Insights – Interaction
     Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH
•   Tasks of the multi-channel department
     - Online sales
     - Mobile sales
     - Digital sales
     - Coordination of the individual channels (design,
        development, management and controlling of
        multi-channel services)
     - Social Media




          Innovation – Insights – Interaction
          Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH
Challenges                                               Opportunities

Coordination                                            •Synergy effects
     Different systemes                                        Confidence in stationary channel can be used
     Different requirements for controlling various                 for online channel
          (inkompatible) measurement options                   Differenzierung möglich
     Complex multi-channel services                            Cost synergies
Channel conflict                                              Market expansion possible

     Goal conflicts                                      •Customer loyalty
     Intern cannibalisation                                    Multi-channel customers are loyal customers
     Different perceptions                               •Risk minimization
Allocation problems                                           Depending on customer behavior (choice of
     How much budget for which channel (for                       the channel) decreases in the overall
        example marketing budget)                                 consideration
                                                         •New Opportunities
                                                               Optimal service for customers


                              Innovation – Insights – Interaction
                              Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH
Multichannel-Services at Thalia.at




 Innovation – Insights – Interaction
 Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH
•   Order online – pickup in store




                       Innovation – Insights – Interaction
                       Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH
•   Bonuscard can be used in all channels (+ free shipping for online bonuscard customers)




•   Order online, return-in-store-service
•   International gift card (valid in Germany and Austria, local stores, onlineshop and on the Thalia-
    eReader-shop)




                        Innovation – Insights – Interaction
                        Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH
•   Flysheet is also available online (products in flysheet linked to the online shop)




                      Innovation – Insights – Interaction
                      Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH
   Free WLAN in all our local stores

   Store locator, store detail pages, booksellers profile pages and event calendar




                     Innovation – Insights – Interaction
                     Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH
Innovations at Thalia.at




Innovation – Insights – Interaction
Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH
•   Facebook page with more than 57.500 fans with an integrated facebook shop and store pages




•   Central Internet logistics (with thalia-branded packaging)



                        Innovation – Insights – Interaction
                        Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH
•   eReading-App for Android, Mobile App (Android and iPhone)




                    Innovation – Insights – Interaction
                    Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH
•   eReaders with integrated eBook-Shop




                      Innovation – Insights – Interaction
                      Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH
•   Twitterwalls in our biggest Thalia stores




                        Innovation – Insights – Interaction
                        Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH
•   Large-scaled QR poster




                      Innovation – Insights – Interaction
                      Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH
Thank you for your attention!




Innovation – Insights – Interaction
Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH

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12.07.2012 T04 Digital Takeover, Robert Hadzetovic, Thalia

  • 1. Multichannel at Thalia.at Innovation – Insights – Interaction Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH
  • 2. Tasks of the multi-channel department - Online sales - Mobile sales - Digital sales - Coordination of the individual channels (design, development, management and controlling of multi-channel services) - Social Media Innovation – Insights – Interaction Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH
  • 3. Challenges Opportunities Coordination •Synergy effects Different systemes Confidence in stationary channel can be used Different requirements for controlling various for online channel (inkompatible) measurement options Differenzierung möglich Complex multi-channel services Cost synergies Channel conflict Market expansion possible Goal conflicts •Customer loyalty Intern cannibalisation Multi-channel customers are loyal customers Different perceptions •Risk minimization Allocation problems Depending on customer behavior (choice of How much budget for which channel (for the channel) decreases in the overall example marketing budget) consideration •New Opportunities Optimal service for customers Innovation – Insights – Interaction Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH
  • 4. Multichannel-Services at Thalia.at Innovation – Insights – Interaction Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH
  • 5. Order online – pickup in store Innovation – Insights – Interaction Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH
  • 6. Bonuscard can be used in all channels (+ free shipping for online bonuscard customers) • Order online, return-in-store-service • International gift card (valid in Germany and Austria, local stores, onlineshop and on the Thalia- eReader-shop) Innovation – Insights – Interaction Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH
  • 7. Flysheet is also available online (products in flysheet linked to the online shop) Innovation – Insights – Interaction Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH
  • 8. Free WLAN in all our local stores  Store locator, store detail pages, booksellers profile pages and event calendar Innovation – Insights – Interaction Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH
  • 9. Innovations at Thalia.at Innovation – Insights – Interaction Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH
  • 10. Facebook page with more than 57.500 fans with an integrated facebook shop and store pages • Central Internet logistics (with thalia-branded packaging) Innovation – Insights – Interaction Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH
  • 11. eReading-App for Android, Mobile App (Android and iPhone) Innovation – Insights – Interaction Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH
  • 12. eReaders with integrated eBook-Shop Innovation – Insights – Interaction Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH
  • 13. Twitterwalls in our biggest Thalia stores Innovation – Insights – Interaction Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH
  • 14. Large-scaled QR poster Innovation – Insights – Interaction Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH
  • 15. Thank you for your attention! Innovation – Insights – Interaction Robert Hadzetovic, CEO of Thalia Buch & Medien GmbH