Web Paces German Mail-Order Sales

Share this content:
Higher Internet sales paced the growth of the German mail-order business last year, accounting for more than $1 billion, or 5.3 percent of more than $20 billion in total sales.


"The Web is helping us win new customers all the time," Klaus Wirth, president of the German mail-order association, said at a press conference in Frankfurt, Germany. "We also increase customer loyalty and refine customer contact."


Orders placed on the Internet, he noted, are treated the same as mail, phone or fax orders, since the same infrastructure is in place as for paper catalog orders -- from acceptance to delivery and after-sales activity.


"That helps us make profits on the Web others cannot match as yet," Wirth said. "Weaving online and offline businesses together makes the Web another channel through which the customer can place an order."


The German retail trade, on the other hand, is still waiting for the Internet boom to begin. Though gross numbers are higher than in the mail-order business, the percentage of Web sales is an anemic 0.5 percent -- $5 billion of almost $1 trillion in total sales across Germany.


Retailers must offer customers added value to push them into Web-based transactions, said Andreas Pruefer, CEO of an online tire company. He provides online advice regarding price, model and quality with orders delivered to home or office. The Hanover, Germany-based start-up earned about $6.5 million last year and expects to boost sales to nearly $15 million this year. The company is already profitable.


close

Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here