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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
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
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