The document discusses De Telegraaf's strategy to expand into e-commerce by launching a webshop. Some key points: - De Telegraaf is the largest Dutch newspaper with 600,000 daily readers and 500,000 subscribers. It wanted to turn readers into customers. - It launched a webshop in 2008 that now generates €60 million annually in revenue, growing 50% per year. - A case study highlights how it partnered to sell 1,400 e-bikes in 3 months, generating €1.1 million in revenue. - De Telegraaf has transformed its business model and become both a media company and retailer, aiming to turn its 500,000 webshop

1. De Telegraaf Webshop
Turn your readers into customers!

2. Charles Aalders
• De Telegraaf • E- commerce
• Largest dutch • Categorymanagement
newspaper & businessdevelopment
• Circulation 600.000 • Started in 2008
• Subscribers 500.000 • 10 mio turnover 2011
• 2,1 mio readers • 50% growth per year
• Telegraaf.nl 3,5 mio • 2016: 60 mio turnover
visitors per month
• App’s : 300.000
downloads

6. We still reach millions of consumers
every day

7. We know their needs

8. They trust us

9. They are used to readeroffers

10. We offer a wonderfull stage for
manufacturers

11. And there’s a opportunity

12. The channel-shift

13. What is the key to the success?

14. Where’s the money in de valuechain?

15. Get in control

16. How? We doubled our role in de
valuechain and became a (r)etailer as
well!

17. Our businessmodel
• 1. Unique offer ( either as product or in price)
• 2. Advertising free of cost for the supplier
• 3. Economic risks on stock for the supplier
• 4. Attractive gross margin for De Telegraaf
• 5. Distribution through traditional retailoutlets
optional

18. Assortment
• Based on the needs of our targetgroup
• Fit with our editorial concepts
• Average age readers: 50
• Books, DVD & CD, Household appliances,
Fashion, Cooking, Watches & Jewelry, Health,
Outdoor, Golf, e-bikes

19. How to create customerloyalty?
Be relevant & Create added value
• Assortiment
• Segmentation / E-mail
• Excellent service

20. Kemp Starley case

21. Research
• Marketdata ( GFK )
• 2009 & 2010: 160.000 e-bikes per year
• Juli: 25.000 e-bikes
• Average price: € 1.900,=

22. Research
• Webshop panel
• Are you interested in buying this…
> 63% interested
> 13% very interested
> 1,4% bereid tot koop

23. Our readers needs
• Excellent bike
• Good price
• Home delivery
• Guarantee
• Repairservice @ home

24. We offered them
• E- bike voor € 799,=
• For women and men
• Free of charge home delivery with a brief
explanation
• Guarantee and free of charge
repairservice at home by our partner
Fietsned
• Free of charge out of home service ( flat
tire )

25. The partners
• De Telegraaf: Webshop, Marketing en
Customersupport
• Kemp Starley: Manufacturer (
Bdexx/Forenses)
• Fietsned: Guarantee and repairservice
• Kusters: Homedelivery e-bikes

26. The results
• We sold 1.400 e-bikes in 3 months
• € 1.100.000 turnover
• 44.000 visitors on the productpage
• 16.000 viewers infomercial
• 1.500 inbound calls

27. We turned our readers into customers
• De Telegraaf has 500.000 subscribers
• De Telegraaf webshop has 500.000 customers
• Definition customer:
• “ a person with a webshop account who
bought one or more products in our webshop
during the last 12 months ”

28. And now we turn our customers into
readers
• 50% of our customers has no subscription
We offer them successfully a trail subscription
on De Telegraaf. So now we also turn our
customers into readers.

29. Rome wasn’t built in a day

30. Do’s
• Make e-commerce a strategic issue
• Create a businessunit
• Empower it
• “ The last mile” - Outsource technology ,
fulfilment & logistics. Select the best partners.
• Concentrate on your corebusiness

31. Why going beyond your corebusiness
is not a bad idea?

32. Change the game
• Think Triple-Win
- Consumer needs
- Manufacturer needs
- Your own needs
• Become a (r) etailer as well
- create a e-commerce platform
• Turn your readers into customers