Projekt Kundendatenkooperationen - 1-2-3.tv - 1-2-3.tv

Company profile:
Germany’s first multi-channel auction house
Munich Unterfoehring, April 2012, AH
© 2012
1
Contents
 Business model – Germany‘s first multi-channel auction house
 Customers – purchasing power and open to innovation
 Range – variety and quality at low prices
 Multi-channel – any time, any place
 Service & transmission
 Contact
© 2012
2
Business model – multi-channel



1-2-3.tv is a successful combination of exciting auction action and
service-oriented multi-channel mail order business
The multi-channel approach combines the specific advantages of the
sales channels TV, Internet and print
Thanks to substantial multi-channel sales expertise, extensively fieldtested fulfilment processes and a solid customer base, 1-2-3.tv is well
equipped for multi-channel shopping in the future
Multi-channel strategy
TV
WWW
PRINT
Star product presentation
Entire range
Special interest service
CROSS -PROMOTION
© 2012
3
Business model – services

Live in TV, Internet, print:
for 1-2-3.tv this means “bid more, pay less”!
Auction principle



Special feature: the price drops continuously
during the auction
The auction ends when each item offered
found its buyer
The special clou: all buyers than pay only the
last and therefore lowest price
Product range



Multi-channel




1-2-3.tv broadcasts its shows live 365 days a
year, 7 days a week, 20 h a day
1-2-3.tv reaches 29 million TV homes in
Germany and Austria
Over 45% of 1-2-3.tv customers regularly use
the online service
Print and e-mail campaigns round off the
service
© 2012
Attractive, innovative, fair and good value for
money, available any time, any place
The assortment includes established brand
articles from remaining stock as well as new,
1-2-3.tv created brands
Those own brands featuring demonstrable
added value or practical usefulness in everyday
life
Service




After registration, customers can participate in
the auction or order online or by telephone
Shipment within 3-10 workdays
Unrestricted one-month right of cancellation,
24-month warranty
Shipping fee only payable once per day
4
Business model – key facts

Facts and figures
Launch


1 October 2004
80 full-time employees, 15
presenters, approx. 370 TV
production and fulfilment
(service providers)

Over 60,000
TV range 2011

2,000 items in 18 minutes:
the food supplement
“Chitosan”



© 2012

29 million TV homes
analogue and digital via cable
and satellite
Web live-stream in addition
€5.99 plus €0.99 per shipment,
1-month right of cancellation,
24-month warranty
Broadcasting hours
Presents more than 6,000
different products
Big variety of “newcomers”
Transmission
Over 900,000
Shipping and service
Online range
25,000 articles in 6 categories


Highest auction volume
Auctions 2011

Customers
Employees


Daily 20 hours live: 6 am to
2 am
7/7, 365 days a year
Locations

Munich Unterfoehring (head
office), Braunschweig
(warehouse), Halle, Leipzig
(call centres)
5
Business model – market

1-2-3.tv: Although the youngest player, already clear No 3 in the
German teleshopping market

Mail order sales volume

(Germany, 1996, 2006, 2011 in billion euros)
E-commerce
Traditional mail order
(Germany, 1996-2016e in billion euros)
32.4
1.5
Teleshopping
2.04
Online sales
+7.1%
Hybrid TV and mobile sales
26.3
1.0
20.8
0.0 0.0
Teleshopping sales development
40%
38%
Classic order sales
34%
1.45
31%
27%
9,9
22%
21.2
16%
15%
14%
12%
0.39
20.8
15.4
9.7
1996
2006
2011e
1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 2016
 Market volume will increase from €1.45 billion in 2011 to €2.04 billion in 2016
 Online sales in particular will see above-average growth in future
Note: Net sales from classic live teleshopping and auction TV excluding DRTV and travel shopping; figures after 2011 are forecasts, Source: Goldmedia, bvh
© 2012
6
Business model – management


Expertise and pioneering spirit – qualities that set the management
of 1-2-3.tv apart
The eight-strong management team is among the most experienced
and successful players in the German homeshopping business
Iris Ostermaier
Karen von Appen
Martin Heyne
Florian Harr
Managing Director
Purchasing
Program/TV Production
E-Commerce
Eberhard Kuom
Norbert Matthäus
Christian Landstorfer
Mathias Schwenck
Fulfillment
Planning
Finance
IT/BI
© 2012
7
Contents
 Business model – Germany’s first multi-channel auction house
 Customers – purchasing power and open to innovation
 Range – variety and quality at low prices
 Multi-channel – any time, any place
 Service & transmission
 Contact
© 2012
8
Customers – growing target group



1-2-3.tv is particularly proud of the large number of over-50s
According to a GfK survey, they are the most loyal group with the
highest spending power and are also growing thanks to demographic
changes
Gender structure

(2011, in per cent)
Age structure
(2011, in per cent)
55%
57%
43%
25%
16%
4%
male
female
up to 25
25 - 45
45-65
65+
Source: 1-2-3.tv Data-Management, active customers 2011
© 2012
9
Customers: interest in innovation – with potential

1-2-3.tv customer group: open to new ideas
Almost 60% women
Average age: 50

Approx. 60% of 1-2-3.tv customers are between 45
and 65 years old

But with over 40% men – a comparatively high
percentage in the TV shopping market
High influx
Active customers


> 900,000
Continuous acquisition of over 100,000 new
customers
Internet savvy


Mobile adapters
Over 45% of customers use the 1-2-3.tv web offer
Already 60% of them can be contacted by e-mail


More than 3.3% use mobile technology
Above-average 17% order value
Good average education and income



50% with average or higher education
Over 2/3 are (higher-level) salaried staff, self-employed, blue-collar workers, civil servants or pensioners (15%)
Majority with average household net income, mostly living in households with two or more persons
Source: Customer survey 2012, customer survey June 2009, 1-2-3.tv project team 2012
© 2012
10
Customers – loyal and strong purchasing power

1-2-3.tv customer group with high product and brand awareness
Spending power

Loyalty
Over 50% have more than €2,000 net household
income

Approx. 90% watch the program several times a
week
Order value

Interest
Average order value over €35, annual order value
over €300

Approx. 45% of all 1-2-3.tv customers follow the
shopping offers daily for more than an hour
Number of orders

Satisfaction
Active customers order an average of 16 items per
year

From order to return: consistently “very satisfied”
to “satisfied”
Return customers

Communication
Two thirds of customers are active multiple buyers

20% recommend the program to friends and
acquaintances
Above-average order volumes

Well above-average order frequency (per year) by 50-65 year olds (31% above average) and over 65 year olds
(75% above average)
Source: customer survey 2012, customer survey June 2009, 1-2-3.tv project team 2012
© 2012
11
Contents
 Business model – Germany‘s first multi-channel auction house
 Customers – purchasing power and open to innovation
 Range – variety and quality at low prices
 Multi-channel – any time, any place
 Service & transmission
 Contact
© 2012
12
Range – variety is the spice of life!

The 1-2-3.tv range: attractive, innovative, fair in terms of pricing and
performance
The 1-2-3.tv purchasing team looks for products in Germany and
other countries that cater to customer’s desires and meet the
company’s quality criteria

Assortment categories 2011


Origin of suppliers 2011
79%
33%
27%
18%
11%
7%
13%
4%
Jewellery/ Household/
Beauty/
Watches Home Textile Wellness
© 2012
Fashion
DIY
Others
Germany
EU
5%
2%
Asia
USA/Canada
13
Range – strengthens brands

Over 25,000 products in 2011, permanent range of 6,000 products
online – from brand articles to innovative household gadgets
1-2-3.tv: has and makes strong brands
© 2012
14
Range – product marketing at 1-2-3.tv

Rapid, flexible, with mass popularity: the decisive advantages of
Germany’s first multi-channel auction house
Cross-promotion

Product USPs are stringently advertised with cross-media
promotion on TV, web and print
365 - 7 - 20 hours live!

Direct marketing

One-stop shopping with partners and systems, specially
designed for the requirements of TV shopping
Product presentation

Rapid processing

Tested, stored, planned: just five weeks on average from first
contact with the supplier to quality assurance and on-air
appearance
Two thirds of customers are active multiple buyers
Customers tune in specifically and almost half watch for over
an hour
© 2012
From purchaser to prop manager and presenter: expert and
professional preparation of the TV product presentation to
help customers make informed decisions
High flexibility

High customer loyalty


Always open: your product is spotlighted throughout
Germany and Austria 365 days a year, 20 hours a day live on
TV and all around the clock via Internet
Small or large quantities? Brand article or newcomer? Our
show planning ensures the right environment for the product
and evaluates the results immediately
Wide reach


Mass coverage for products: 1-2-3.tv reaches almost 29
million homes in Germany and Austria
78% of homes have broadband Internet
15
Contents
 Business model – Germany’s first multi-channel auction house
 Customers – purchasing power and open to innovation
 Range – variety and quality at low prices
 Multi-channel – any time, any place
 Service & transmission
 Contact
© 2012
16
Multi-channel – TV: overview


365 days a year, 7 days a week, 20 hours live a day
Product presentation On Air: clear and informative
1-2-3.tv in TV: the ideal presentation platform for products – detailed, realistic, practical
 Product information graphics
with product name and
order number
 Bidder list for real-time
monitoring of auction
participants
 Display of number of items
left for real-time monitoring
of product availability
 Current price
 Service information with
order and service hotline
(Germany/Austria), shipping
fee and cost transparency
© 2012
17
Multi-channel – TV: permanent dialogue


1-2-3.tv presenters: in-depth product knowledge and professional
media skills for modern sales-tainment combining fun with solid
product features.
Their approach: detailed and comprehensible information on the
function and use of all items to enable the customer to make an
informed purchasing decision
Sandra
Ahrabian
Jürgen
Peters
© 2012
Benedikt
Garsky
Arina
Pirayesh
Christian
Giese
Johannes
Riem
Martin
Heyne
Chris
Schröder
Magdalena
Vogt
Norman
Magolai
Steffen
Wischmann
Tanja
Nowak
Agnes
Zimmermann
18
Multi-channel – Internet: variety & transparency

Online live-stream bidding is becoming increasingly popular but the
1-2-3.tv online service offers a great deal more: photos and videos on
demand, service pages and interesting views behind the scenes
1-2-3.tv online: diverse, user-friendly, informative
 Live streaming makes
bidding mobile: when and
wherever the customer
wants
 Constant overview:
customer account provides
information about orders,
delivery status, bids
 The entire 1-2-3.tv product
world: over 6,000 items in
six core categories inspire
bargain hunting
 1-2-3 bid: each step
explained transparently,
clearly and comprehensibly
 What, when and how?
Customers can find out all
they need to know about
programs and presenters or
cable and satellite reception
here
 24-hour service, product
highlights and next auction –
transparent variety
© 2012
19
Multi-channel – Internet: advice and assistance

From size tables to station scanning: service and information to read
up on, detailed program and product information, newsletter and
terms and conditions – in short, advice and assistance
1-2-3.tv online: Useful information
 Account data: security is
the top priority for 1-23.tv: SSL encryption,
personal login, on-air user
name, certified online shop
and much more
 Size tables are just one of
the ways in which we help
our customers to make
informed purchasing
decisions
© 2012
 Digital, analogue, satellite,
cable? 1-2-3.tv helps with
questions about TV
reception
 One third of the 1-2-3.tv fan
community subscribe to the
1-2-3.tv newsletter with
latest news, product
highlights and program
schedule
20
Multi-channel – print: more for special interest

Household goods, beauty & wellness, watches – the 1-2-3.tv print
specials offer more: top offers, program schedules and additional
information for real fans
1-2-3.tv print catalogues: Special offers for special customers
 Exclusive and in advance:
Zeit für das Besondere,
time for something
special: 1-2-3.tv offers the
many timepiece lovers
precisely that
 From special offers to limited
editions: the special watches
magazine offers keen
enthusiasts an advance
selection of the best articles
© 2012
 Sporting and casual or stylish
and elegant: our specials
give customers all of the
details about future offers
 Always on hand: expert
tips and advice about
trends and technology,
function and
performance
21
Contents
 Business model – Germany’s first multi-channel auction house
 Customers – purchasing power and open to innovation
 Range – variety and quality at low prices
 Multi-channel – any time, any place
 Service & transmission
 Contact
© 2012
22
Service – the customer is king

1-2-3.tv customers can rely on the traditional high standard of the
German mail order business
Auction hotline: 01377 170 123

Fully automated hotline connects every call in real time to the
1-2-3.tv systems, €1.00/call: protection against users with
hoax bids
Service hotline: 01805 00 10 20


Combined shipment of daily orders


All orders made on the same day are combined in a single
shipment
Shipping charge is thus only payable once
Combined shipment of auction order

Shipment in 3-10 workdays

Just as required, our reliable partner DHL delivers all orders
directly to the customers home or, if desired, to the nearest
depot
1-2-3.tv is the customer’s contractual partner and offers a 24month warranty on all sold items
© 2012
By popular customer demand, since summer 2011 up to
three items in an auction offer can be purchased at one time.
Once again, the shipping charge is only payable once
Unrestricted right of cancellation

24-month warranty

Registration, product or services queries: our friendly call
centre agents will be glad to help
Every day from 8 am - 9.30 pm
1-2-3.tv customers have an unrestricted 1month-right of
cancellation – without stating reasons
Payment

Customers pay securely and conveniently by invoice, credit
card, Sofortüberweisung, PayPal or direct debit
23
Service – simple, secure & convenient

Seen, sold, shipped: customer calls and packages

Customer calls 2011

Shipments 2011
3,700,000
5,600,000
15,000
Daily Average
© 2012
10,000
Total
Daily Average
Total
24
transmission – analogue, digital, live stream online

29 million homes in Germany and Austria, over 12 million with digital
or analogue cable
1-2-3.tv: any time, any place
 Germany, Austria: 19.6
million homes via ASTRA
1H satellite (transponder
1.203, downlink frequency
12460.50 MHz, MS/s 27.5,
FEC 3/4, horizontal
polarisation, position 19.2°
east)
 1-2-3.tv also diffuses its
sales-tainment service in
many analogue cable
networks in North-RhineWestfalia, Berlin-Brandenburg, Saxonia and elsewhere
© 2012
 In all German digital cable
networks
 78% of homes: for
video stream auctions
or online browsing, the
broadband network is
continuously growing
25
1-2-3.tv: Contact


Thank you for your interest
If you have any further queries please contact:
Corporate Communications
1-2-3.tv GmbH
Medienallee 24
D-85774 Unterföhring
Tel.:
Fax:
Mail:
+49 (0) 89 / 55 27 17 - 702
+49 (0) 89 / 55 27 17 - 200
[email protected]
Internet:
www.1-2-3.tv
© 2012
26