Xianyi Zeng, Frederique Joly

Learning basic knowledge on mail order, e-business and behaviour of consumers

The usual knowledge & know how of an Applied Science graduate level.

Mail order and e-business:

• Part 1:

- An overview on the dramatic change inside the European retail business with very strong influences also on the mail order business (MOB).
- Learn how the mainly catalogue-based MOB is changing into a mainly online-based multichannel-oriented business, including Tele-, Mobile- and ITV-Shopping.

• Part 2:

- New ways to survive or gain market share inside this dramatic change of the distance selling market
- Main marketing-strategic success concepts to compete with more and more successful retail concepts: • brand and communication strategy • multichannel offer strategy • CRM (customer relation management) based sales and service strategy • more and more customer based online-strategy • self learning rapid action chain programs • international runner multiplication
Behaviours of consumers:

• Part 1: Satisfaction and/or/vs quality of service. Evaluation techniques: Mystery shoppers, Envirosell, Hofstede or even IBM. Promotion techniques, levies and risks.
  
• Part 2: Sales concepts: From Hard Discount to Ethnical including No-Branding or Gay Marketing; Not the same product to everybody ! Adjusting a profile; Emerging trends: Seniors. Markets and Geography: Gross Domestic Product and/vs; Product Purchasing Power; Examples.

Mail order and e-business: All presentations are done by CD-ROM or USB-sticks and are handmade • based on the 25 years experience on building up the world wide market leader • based on concrete best practice examples out of the OTTO Group
Behaviours of consumers: All presentations are Keynote, obviously homemade and handed over as a QuickTime session (.mov). Based on methods we implemented in McArthurGlen Designer's Outlets and other Brand networks.

Mini projects. MCQ.

English