Direct to consumer is not for every book publisher. As publishers grapple with the decision of direct to consumer, what are the things to consider? What are the needs? What are the advantages? What are the investments that need to be made?
If you choose not to sell direct, what can you do so you are not at a disadvantage? This talk, given at IDPF 2016, discusses some of the pros and cons, the decision-making process, thinking through your value proposition, examples of book publishers selling directly, the data implications, as well as a Sourcebooks case study.
5. Shoppers’ Top Priorities
Spending as little as possible
Feeling like I got a good deal
Having a stress-free experience
Doing all/most shopping in one place
Completing my shopping quickly
Omni-Channel is shaping what’s important:
6. Average Number of Retailers in Shoppers’ Networks*
Shoppers Eliminate Retailers from Their Networks
Streamlining, simplifying, and engaging in “retailer rationalization”
Green: Total Retailer Portfolio; all retailers shopped in any given month
Blue: Core Retailer Portfolio; retailers shopped every month, at least once a month, on an ongoing basis
*Inclusive of visits to stores and online shopping Web sites
Source: Kantar Retail ShopperScape®, January–September 2007, 2013, 2014
Total
12.4 5.8
Core
10.7 5.0
Total Core Total Core
9.7 4.6
7. Online, Especially Prime, Resets Shopper
Expectations Across Retail
Penetration of Amazon Prime Membership
(among all U.S, primary household shoppers)
How Prime Membership Changes Shopping Patterns
(among all Prime Members)
Source: Kantar Retail ShopperScape®, December 2011–
2014, Kantar Retail estimates
Source: Kantar Retail ShopperScape®, December 2014
8. It’s very, very hard to create a
destination site because we don’t
represent the entirety of the market.
Chantal Restivo-Alessi,
Chief Digital Officer, HarperCollins
“
”
9. Why Sell Direct-to-Consumer?
01 Generate More Brand
Recognition
02 Adding a New Sales
Channel
03 Communicate Directly
With Your Readers
11. What Are You Currently Doing?
What are your current capabilities?
How do you currently sell to and
communicate with your
readers/customers?
Do you have a cart on your
website?
Do you have someone who
manages your website?
Do you have someone who looks at and interprets
web analytics?
12. What Can You Afford To Do?
Do you have someone who…
Can manage an
ecommerce website?
Knows Google
Analytics?
Knows SEO? Knows about paid
search?
Will be looking at the
metrics to optimize
the site?
Can run an email
marketing program?
“If we were to go direct-to-consumer,
what additional tools, software, people,
or knowledge would we need?
How much would it cost?”
These things don’t have to cost a lot of money, but they do cost time
and knowledge. And they take time to ramp up…
13. What Are You Trying to Accomplish Strategically?
01 Brand
Awareness/Recognitio
n
02 New Sales Channel 03 Selling a product
retailers aren’t set up for
04 Build Your Customer
List
05 Something else?
14. Iterate
Model that’s different from traditional book publishing
Look at your metrics.
Listen to your customers.
Experiment and test based on what the
data and your customers are telling you.
Then do it all over again.
16. The Conversion Funnel—Creating a Sale
Do they know about you?
Do you have something
that would interest them?
Would they spend money on it?
Purchase made, customer acquired!
17. Key Strategic Decision Point:
How do you add value without
directly competing with your retail
partners?
18. What Is Your Unique Value Proposition?
Why should
readers buy from
you instead of one
of your retail
partners?
33. Our Bestselling License Partners
Creating a
destination
site
We continue to iterate with our partners to develop the best possible personalized experiences
34. Partnerships Within Publishing
We continue to iterate with our partners to develop the best possible personalized experiences
Creating a
destination
site
41. Put Me in the Story adds significant value
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
0 10 20 30 40 50 60 70 80 90
PMITS % of Sales
PMITS % of Sales
AVERAGE
On average
Put Me in the
Story adds
36% NEW
units
42. How Put Me in the Story Creates Value For
Authors, Agents, and Publishers
Creating a new channel for picture books, illustrated books, gift
books for all occasions and non-book products
Higher price point: $24.99-$39.99
Incremental sales dollars!
Data indicates that our online
marketing of personalized books is
lifting retail sales of non-
personalized versions of those
books (tens of millions of
impressions in Q4)
As well as adding additional units
43. Put Me in the Story creates additional
revenue for bestselling authors and brands
through personalized books
48. Key Points to Consider
CONFIDENTIAL
1. What are you trying to accomplish, strategically?
2. What unique value are you adding?
3. How are you going to tackle the conversion
funnel?
4. What are your current capabilities?
5. What can you afford to invest?