Online Publisher wil meer dan een offline folder digitaliseren.
Online Publisher is al 10 jaar een pionier in het digitaliseren van offline folders, nu is het moment om een versnelling hoger te schakelen. Er is een groeiende vraag in de markt om de online folder zo professioneel mogelijk in te zetten, omdat deze belangrijker wordt in de winkelkeuze van elke shopper. Samen met partners en klanten gaat Online Publisher aantonen dat retailers de data uit de online folder kunnen gebruiken voor meer online omzet, winkelbezoekers en offline omzet. De naam WePublish past beter bij deze visie, daarom heet Online Publisher met ingang van woensdag 6 februari WePublish.
De online folder markt
De interesse in de online folder is de laatste 5 jaar verdubbeld (bron: Google Trends) en groeit nog steeds. Ondertussen is de markt voor de fysieke folder volop in beweging. Het medium is nog steeds een belangrijk middel in de klantreis om winkelbezoek en omzet te genereren, zowel online als offline. Afgelopen twee jaar groeide de data die je met de online folder genereert uit tot een bron van kansen. Daarom gaat WePublish zich vol inzetten op bereik én resultaat, zowel online als offline.
Uniek aan de data uit de online folder is dat deze het oriëntatiegedrag van shoppers bijhoudt, elke week weer. Dat betekent dat een shopper profiel opgebouwd wordt met interesses die up-to-date zijn. WePublish kan met deze data samen met de retailer werken aan hogere online conversies, maar ook inzicht in winkelbezoeken en product trends. WePublish gelooft zelfs dat we met genoeg data kunnen voorspellen welke weekaanbiedingen het beste gaan presteren binnen een productcategorie.
“Het afgelopen jaar hebben we hard ontwikkeld aan onze state-of-the-art techniek en onze data gedreven dienstverlening en positionering. Dit staat nu als een huis en biedt legio mogelijkheden voor de retailmarkt van vandaag maar ook zeker in de toekomst. Retailers kunnen hierdoor veel relevanter zijn in hun aanbod voor de shopper. Van inkoop tot aankoop, offline en online.” , aldus Managing Director Nienke Bruggeman.
Met deze nieuwe data dienstverlening richt WePublish zich op retail klanten, maar ook op platformen die folders verzamelen. In Nederland werkt WePublish al samen met Spotta om deze technologie in te zetten. WePublish richt zich daarmee ook op de Europese platform markt om samen met partners of platformen internationaal retailers beter te laten presteren met behulp van deze shopper data.
“Onze dienstverlening stelt retailers, platformen en enterprise in staat hun performance sterk te verbeteren en vele nieuwe verdienmodellen aan te raken. Met de innovatieve data dienstverlening en techniek zijn we nu al marktleider in Nederland en helemaal klaar om deze ambitie verder internationaal uit te rollen. WePublish schakelt dus een versnelling hoger.”, aldus Nienke Bruggeman.
Although the online version of your doordrop might be a different experience for your reader than your offline version doesn’t have to mean that the insights from the online version can’t tell you something about your offline version. The content in both versions is the same. So the attention a reader gives to certain content items or categories can tell you a story about how readers read your publication. Surely the data from the online version is collected a lot faster (and cheaper) than using customer panels. Besides that the data from the online version maps behavior, which is completely different than opinions from a panel.
Your online doordrop can be manipulated in different ways. Creating a A and B version of your online doordrop doesn't have tot be very intensive. But showing A & B versions to different samples of your readers can show results in how much attention different elements of your doordrop attract.
One of the elements you can manipulate is the color of your pricing. Changing 1 or 2 items with another color and comparing this with the regular version unveils how much difference a color change can make. Measuring the readers attention in time on page and clicks on a specific item can give you a significant difference or not.
Products per page
Another element of your doordrop that can be measured with data from the online doordrop is the amount of products per page. Real estate is a precious element in your doordrop, so you might want to know how much items (in a specific category) is ideal for your readers. Manipulating the amount of products per page in an A/B test can show how much interest readers have on that page. Multiple tests can unveil the ideal product per page ratio in certain categories.
Choosing a grid for your doordrop is a study in itself. Don’t forget to test different grids in the online version, you can quickly gather insights in the behavior of readers. Shuffle the same amount of products in a more (or less) structured grid to see if people behave differently. And if these changes are significant or not.
Choosing your hero offers comes with a lot of internal collaborations. But shoppers give signals of the interest in a hero offers from your online doordrop. Keeping track of when specific offers perform the best will give you a lot of information about when or when not to choose a certain item to be the hero. Do not only let internal factors play a role, but let you shoppers play a role in this decision making as well.
You have done your best to select the offers in your online doordrop. Eventually every single reader has to pick the offers that suit his or her situation the best. To prevent your shoppers from missing a offer they would like you can personalise your offers to your shoppers needs. Building the shopper profiles over time, means you have your own algorithm that can highlight offers specific to every single user. But how does it work?
The option you have without making all kinds of changes to your PDF is an overlay. A pop-up can be shown over your publication to highlight a single offer. Targeting can be done on several parameters. An overlay can be branded in the colors of your brand and can load offers from a productfeed or have offers selected manually.
Embedded offers give your shoppers a more seamless experience. Without noticing any interference of a pop-up shoppers read the doordrop as it was no other. This means the attention is still focused on the offers in your publication, but with the ability to adapt offers to every single reader.
Personalising offers can also be done by adding blank pages to the online doordrop version. Within these pages you can select offers that you would want to personalise. Creating a header “recommended offers for you” makes the experience of the shopper even more personal. Choosing the number of offers you want to show on the page is the first step. After that you can select offers yourself or add a product feed to target offers to specific shoppers.
Personalising your offers is nice but also means some work to be done. Algorithms can increase performance, but is not always the way to go. You might have a specific product category that is highly related to certain weather circumstances. Then you can set-up offers to be highlighted when those weather circumstances occur. Or your products are more suited for people within geographical areas, you can setup your rules to target people in those areas.
Let your algorithms do the hard work
Having your shopper profiles in place means that you have gathered their offer interests over time. You might even connected other channels for a more complete shopper profile. The more you know the more an algorithm has to play with. Just select the offers from a product feed or manually and let the algorithm decide
Reaching a lot of people with your online doordrop is very nice because you are influencing a lot of shoppers choosing to visit a store. But the online doordrop can also enhance traffic and conversion in your webshop. Online doordrop normally have a very high click-through rate compared to other marketing channels.
From a physical publication point of view a call-to-action button makes no sense. But online this makes all kind of sense. Highlighting certain offers with a CTA button creates additional attention to these offers and increase the CTR of that offer. Be wise in selecting the offers to add a CTA to.
Product pop-up & shopping cart
Some products have a lot of variants in coloring or specifications. Visualising all kinds of variants in the physical publication takes up a lot of real estate. Instead you can add product information in your online doordrop. A product pop-up will present all the information you have about a offer and show it over the actual doordrop. You can also add items to your shopping cart from within the online doordrop.
Animations & rich content
Creating more attention for your hero offers (or offers with a lot of margins) can be achieved with animations. Using animated gif or video content can create an experience of the shopper that grabs the attention. It can also be functional to show different variants of a product in one animation.
Additional online back cover
The back cover in the physical publication is almost as important as the front cover. In an online publication, this is another story. In general 50% still visit your last page online. In an online publication you have space for extra content. Make sure it is not a dead end for readers. And drive more traffic to your webshop.
Move top offers from back to the front
In a lot of cases the best offers are in the last few pages of the physical publication. That means that online these offers are not always seen by readers. If you want your hero offers to be seen by most people you can choose to create an extra page in the beginning of your online doordrop to show these offers. We know you will drive more traffic.
A doordrop publication is nowadays a channel for offline reach and online reach. But creating a publication to distribute it online and offline is hard. Although the actual content is the same, the reading experience is different. We created 5 rules to keep in mind when creating your offline doordrop.
Format of the publication
Choosing the right format is key. The online doordrop will be read on different devices, varying between desktop, mobile and tablet screen sizes. Ideally you learn from your statistics which device is leading with your audience. The rectangle shape is best suitable for mobile devices, while a square format works well on tablet or desktop.
More or less pages
Choosing the amount of pages is a big deal. From a cost perspective this is a big deal with regards to the physical publication. From an online point of view the amount of pages is less important. From our benchmarks we know that a publication with 30 pages has a drop-off rate of about 50%. So half of your readers read a 30-page doordrop until the end. Having a physical publication with less pages gives you the ability to add online pages and show dedicated online offers.
Avoid too much text
Although you want readers to know everything there is to know about the offers you publish, keep in mind that the online publication will not be as reader friendly. The online doordrop has all kinds of abilities to show more content of the offer. For a high CTR in your online doordrop we recommend replacing text with a clear call-to-action button next to your offer.
📖📖📖 Keep the center of your spread clean
From a design perspective it is very tempting to use a spread that flows from the one to the other. Designing an online doordrop means you have to pay attention to your mobile readers as well. The spread will be cut into two seperate pages on a mobile device. This real estate can be better used for a cleaner offer grid instead, to ensure a higher CTR of your mobile readers.
👍👍👍 A thumb friendly grid
We already mentioned mobile and tablet readers. Navigating the online doordrop with your thumb is vastly different then with a mouse on desktops or laptops. A thumb-friendly grid means that the product image, product text, product price and discount are located near each other. But foremost different offers do not interfere with each other and are nicely situated next to each other.
During the past years the online doordrop has become more and more popular. In the Netherlands, 4.6 million people read an online doordrop publication. With the recent technology it is possible to personalize offers in a doordrop, for example with dynamic content.
Dynamic content is the same as personalized content. It is content that the visitor sees on the basis of his/her interests. The content matches the wishes and needs of the customer. Content can also be shown on the basis of environmental factors. Rain is coming? Then the visitor will see a raincoat in the online doordrop.
Personalized content can be used in two ways:
Personalized content can be created on the cover and on page in the online doordrop. The area in question is white and, based on interests, that area is filled with offers. By filling in the cover you use the online possibilities to be relevant.
"Maximizing the number of clicks starts with the cover"
COOP has done several tests with personalized offers, including one with a personalized cover. The range of the cover is the largest compared to other pages, just like the offline doordrop. Maximizing the number of clicks starts at the cover. The personalized cover was tested with a A/B test. The personalized cover was shown in the same week as the non-personalized cover: this made the effect measurable compared to the regular version. Based on the offer interests of the previous weeks, the algorithm predicted which offer to show for which visitor.
The dynamic cover had 10 variants. Including: crisps, cola, cheese bread and green beans:
During the same period, 50% of the visitors were shown the regular doordrop, the other 50% were shown the personalized cover, with 10 options. Now it was possible to test which cover did the best. The personalized offers delivered between 15% and 20% more clicks compared to the regular version. The conversion rate of these clicks doubled, making the effect successful not only in clicks, but also in conversions.
Dynamic offers in boxes
A box is an effective way to give special offers extra attention. You see the box, a offer, across the online doordrop. Just like the dynamic cover, boxes are shown on the base of environmental factors. The rainy days are coming and the boxes are showing raincoats. But in the first week of October, when it was sunny and very hot, boxes where showing the last sunglasses. With a box you can increase your conversion from the doordrop from 25% to 30%
The benefits of personalized content
Do you have relevant offers in your doordrop? You have more conversion! Where the offline doordrop can not be adapted to behavior, the online version is the place for doing this. The chance that the reader sees something that does not match the interests is getting smaller and smaller, the doordrop becomes more specific and more customer-oriented.
Getting started with better converting online doordrops? There are several possibilities to use dynamic content directly. No data are required to be relevant and quickly. You can easily set up a box by adjusting offers to certain day in the week. After a few months of data collection, it is already possible to let an algorithm determine which offers perform best of each visitor of your digital doordrop.
Interested? Get in contact! By mail or give us a call.