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De Telegraaf a vendu pour 1.1M€ de vélos !

September 27, 2012 by  

Charles Aalders, est un homme de commerce heureux. A De Telegraaf, le leader du média hollandais, il est en charge des nouveaux produits destinés aux consommateurs, et notamment le ecommerce. Avec 500K inscrits , 12M€ de chiffre d’affaires et près de 50% de croissance par an, sa division est en train de devenir incontournable au sein du journal. Voici pourquoi.

Il explique tout d’abord qu’il a d’excellentes informations sur ses consommateurs, ce qui lui permet de proposer des produits en accord avec sa cible. Puis, il vante la confiance que portent ses clients pour la marque Telegraph Media; ils connaissent le journal et ont même pris l’habitude de recevoir des offres (sur papier initialement) de sa part. Il estime donc offrir aux marchands de son site une vitrine de qualité, et son modèle s’est affine avec le temps, un peu a la manière du géant de l’achat groupé, Groupon: des offres uniques (soit en terme de produit, soit en terme de prix), un risque de stock reporté sur le marchand, ce dernier n’effectuant aucune avance pour la mise en avant.

Et cela fonctionne ! La preuve, cette offre exclusive de vélos vendus a 800€ qui s est écoulé à pres de 1400 exemplaires générant plus de 1.1M€ de chiffre d’affaire pour le site marchand. Résultat ? C’est désormais Charles Aalders qui transforme une partie de son demi-million ses clients en lecteurs

 

 

 

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