Engaging with iConsumer - BDMA Congres

1. Engaging with the iConsumer
Vincent Nolf
Managing Director Business Clients Mail
1

2. The buying decision journey of the iConsumer has changed
Letterbox offers you fantastic new opportunities

3. The buying decision journey of the iConsumer has changed
Winning the Zero Moment of truth
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THE NEW MENTAL MODEL…
THE TRADITIONAL MENTAL MODEL OF MARKETING FOR A LONG TIME
Source: Winning the zero moment of truth, Google

4. ZMOT is a vital new addition to the classic three-step process of stimulus, shelf, experience.
What are people doing in the ZMOT…
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18%
22%
22%
31%
36%
38%
49%
50%
Become a friend/follower/”liked” a …
Search information from a retailer/store website
Read comments following an article/opinion
Read product reviews or endorsements online
Search for information from a product …
Compare products online
Talk with friends/family about the product
Search online, use search engine (net)
Source: Winning the zero moment of truth, Google

5. Advertising Mail is the 2nd most important stimulus to enter into the zero moment of truth.
Most important stimuli to enter into the zero moment of truth
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16%
21%
22%
23%
24%
27%
28%
29%
31%
37%
Saw an ad on an outdoor billboard
Watched a TV show that featured the product
Noticed advertising while browsing online
Read information in an email received from a brand/manufacturer
Looked at/read magazine advertisements
Read magazine articles/reviews/information
Read newspaper articles/reviews/information
Saw an ad in a newspaper/newspaper insert
Received mail at home from a brand/manufacturer (e.g., catalogue, …
Saw advertisements on television
Source: Winning the zero moment of truth, Google

6. According to McKinsey as well, The letterbox is considered as one of most important touchpoints related to the purchase …
% of total customers
6
27
27%
35%
38%
62% OF CUSTOMERS USE DIGITAL CHANNELS
Source: "Evolve or Perish: Digital Darwinism for Belgian Companies", 2012-2013
ONLINER
Purchases online and learns about brands / products mostly online.
ROPO
Purchases offline using info collected through online channels.
OFFLINER
Purchases and learns about products mostly via traditional channels.
2.Website
1.Search
3.E-mail
TOP 4
4.Letterbox
2.Website
1.Search
3.Letterbox
TOP 3
2.Letterbox
1.Store visit
3.Representative
TOP 3

7. In this context, letterbox is one of the most important touchpoints in the buyer’s decision
All industries, number of times considered important per 100 purchases, end-to-end
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SOCIAL MEDIA
OUT OF HOME
CINEMA
WEB BANNERING
RADIO
B2C CALL
TV
REPRESENTATIVE
PRESS
E-MAIL
LETTERBOX
E-MAIL TO COMPANY
CALL TO COMPANY
STORE VISIT
WEBSITE
SEARCH
1%
1%
0%
2%
2%
4%
7%
8%
9%
12%
2%
6%
13%
17%
22%
21% SIMILAR INSIGHTS AVAILABLE FOR
21 industries
On or offline buyers
Loyal or switching customers
Age groups
Regions
Etc.
Source: "Evolve or Perish: Digital Darwinism for Belgian Companies", Nov. 2012

8. The Letterbox combines well with online search
Considered as an important touchpoint in terms of final purchase, end-to-end
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+80% Letterbox is the only offline touchpoint that performs better than email when combined with search
22%
39%
32%
25%
27%
Source: "Evolve or Perish: Digital Darwinism for Belgian Companies", 2012-2013

9. 9
of customers check their mailbox everyday.
91%
Source: Letterbox Consumer Survey, TNS Media, 2014

10. All consumers are interested as well by their Letterbox
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Source: Letterbox Consumer Survey, TNS Media, 2014 HEAVY E-BUYER
73% HEAVY WEB USER
74%
70% of Belgian consumers are curious
to discover what is in their letterbox

11. Direct Mail allows to increase your visibility
Number of commercial pieces/week
11
3,4
4,1
3,9
4
28,7
32,6
47,9
26
ALL
HEAVY E-SHOPPER
HOME INTERNET
18-34
Source: Letterbox Consumer Survey, TNS Media, 2014

12. 12
Full 45%
Partial 20%
Glanced 22%
Direct Mail offers a broad and quality contact
87%
of direct mail are read
Source: Letterbox Consumer Survey, TNS Media, 2014

13. 13
E-buyers read even more Direct Mail
HEAVY E-BUYER
89%
Source: Letterbox Consumer Survey, TNS Media, 2014

14. Direct Mail creates online traffic
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“I visited the brand website after reading a direct mail from that brand.”
ONLINE SHOPPERS
71%
SOCIAL MEDIA USERS
53%
Source: Letterbox Consumer Survey, TNS Media, 2014

15. 15

16. Activating e-shoppers through a post card
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Excellent recall rate of
77%
Improved the Top of Mind position with
143%
Intention to act
14%
Zalando Direct Mail

17. Activating drivers to interact with a brand
14%
10%
10%
10%
Visit Open door
Visit website of the brand to find more information
Visit a concessionary to find more information
Visit a concessionary to have a test drive
Source: Automotive case, DM barometer 2014, BtC n; 300
Citroën
Unaddressed Mail,
day certain, National

18. Activating drivers to interact with a brand
Will this car brand be considered when you’ll buy a new car?
TOTAL SAMPLE (N=300) – 100% OF RESPONDENTS
33%
53%
Control group
+60,6%
Increase after only 1 folder
Source: Automotive case, DM barometer 2014, BtC n; 300
Citroën
Unaddressed Mail,
day certain, National

19. Creating point of sales trafic and brand visibility
Gamma Unaddressed Mail, day certain, National

20. Creating point of sales trafic and brand visibility
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21. 21
NMBS, 2013
NMBS/SNCB
Moving a key moment in people’s lives

22. Engaging with customers
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Coolblue
If it comes to customer satisfaction, Coolblue prefers to send a postcard.
Coolblue
Direct mail postcard

23. 23

24. •Letterbox remains a valuable channel for all consumers, even the most digital
•In this environment, Direct Mail reinforces digital strategies to raise web traffic, especially in combination with search
•It offers high contact value:
–87% readership, activating to purchase
–one of most important touchpoints related to the purchase moment
•For an increasing number of advertisers, letterbox is fully integrated in the way to reach and engage with the iConsumer
iConsumer is first of all … a human