奧美Agenda006

1、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.c

2、o.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 under 15 15 - 19 20 - 24 25 - 29 30 - 34 35 - 39 40 - 44 45 - 49 over 50 s1 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% feb. 1998 in

3、fo com research feb. 98 under 15 15 - 19 20 - 24 25 - 29 30 - 34 35 - 39 40 - 44 45 - 49 over 50 s1 0% 5% 10% 15% 20% 25% 30% year 2000 20 to 34 : 82.9% (3,469,365) source : csj sep. 1998 m al em al e 69%69% fem al efem al e 31%31% year 1998 m al em al e 55%55% fem al efem al e 45%45% year 2000 fema

4、le 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

5、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/stor

6、e 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% c

7、hubu/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 c

8、ommunications: 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

9、 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 top page - products - club -

10、whats new - campaign - comp.info products - new products - product line up feedback - free text club - logon - points - rewards - whats new - bbs - faq - club info webzine - introduce monthly news with images faq faq for contents of this entire site company information - company info. - recruiting -

11、 press release - ww site store list - store introduction 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