奥美Agenda006.ppt

agenda,role of interactive for disney stores the web: right place to be how can we make the web work for you?,role of web,drive loyal guests to disney stores encourage membership to disney club provide added-value to members on the web online strategy supports offline strategy,disney stores,disney.co.jp/store,club support,club membership,the web: right place to be,can we reach your core target? - female, 20-34,female netizens in japan ,female age profile in feb. 1998,feb. 1998,info com research feb. 98,year 2000,20 to 34 : 82.9% (3,469,365),source : csj sep. 1998,year 1998,year 2000,female netizens in japan ,expected growth is 3% to 5% per annum,4,185,000 people,11,812,500 people,internet in japan,source: cyberspace japan september 98,the net population in japan,14 million in oct.1998 to 34 million by 2000,source: nikkei bp sep. 98,e-commerce: japan,relatively slow growth “japan is predominantly cash market” (although credit card penetration is about 69%) “security concerns” however 62% of females and 48% of males have used online shopping xource: nikkei research up to 80% make their buying decision on the web,drive loyal guests to disney stores,disney stores,disney.co.jp/store,club support,club membership,female netizens in japan,predominantly office workers, students and housewives,source: cyberspace japan september 98,female netizens in japan ,info com research feb. 98,predominantly office and home,female netizens in japan ,hokkaido/tohoku 7.4%,tokyo 18.6%,kanto 28.9%,chubu/koshinetu 14.2%,kinki 18.0%,chugoku/ shikoku 6.3%,kyusyu/ okinawa 5.3%,excl. tokyo,47.5% of the netizens live in kanto area. 18% in kinki, 14.2% in chubu/ko-shinetsu companies are concentrated kanto area,info com research feb. 98,the web can work for you,in the same way as all your one-to-one communications: recognize them: personalization reward them: points, promos, gifts, e-coupons go beyond the usual: birthday card / mothers day card / movie premiers involve them: guest feedback, site feedback, create your own disney home page, talk to other club members inform them e-mailings, latest products, upcoming promos, events,the web can work for you,phased approach: no rush to develop a massive web site can take one step at a time phase i: product information club information whats new campaign info company info phase ii: e-coupons games e-commerce,site map,club membership mechanics,disney stores,club membership,disney.co.jp/store,log on with cm #,thank you bryan castellani,bryan castellani you have 1,000 points,competitors are online,sanrio product information online shop event information no interactive activity,snoopy product information event information fan club coming soon no interactive activity,青苹果出品