Brand: wehkamp

Wehkamp.nl, a Dutch e-commerce, now lets consumers react to press releases sent by the company. Then the company keeps a close eye on the reactions. For example, the reaction to the press release Nieuw Magazine Wehkamp.nl (New Magazine Wehkamp.nl; Dutch):

Marjolein:

Nice the September magazines.
Especialy page 31, that's all wrong!
nr.7 is a belt. A comparable pair of pants of "Liefs van Bo" is slightly more expensive.
Only nr.2 and 8 are correct.
How're things for the rest of the magazine?

Firstly, thank you for your response. It's indeed true that two article numbers were switched in the magazine (namely: nr. 6 and 7, page 31). De error has our attention. Internally we'll be looking for a solution to guarantee the ease of ordering.

Kind regards,
Dennis Hendriksen
Wehkamp.nl

Brands are experiencing a brand coming out: they’re becoming an ultimate cooperation form between people. You’ve got people in the core, who work on it all day, people who do something some of the time (call it ‘part-time working’ for now), people who sometimes think along and people who spend most of their lives simply taking.

Sending a press release is part of PR, part of Public Relations, part of maintaining relationships with the public. In practice that always means: keeping in contact with the press. Entering the dialogue. And that can be seen beautifully here.

In a next step, by the by, people need to be logged in so that Wehkamp.nl (in this case) can see directly which delivery it’s about and take personal action, like calling. Perhaps this person would be willing to proofread next time. And so we’re going forward step by slow step.

Home shopping company Wehkamp sends an email to online shoppers who've put things in their shopping cart, but haven't finished the payment. In the email the products in the cart are brought to the consumer's attention again. The amount of leads with this email is almost four times as high as with conventional emails. With this case Wehkamp was given the silver EMMA Award, an email marketing award.

Brands get how to shape the automated dialogue more and more. In fact this is automating attention: pay attention to what someone’s doing. ‘Hey, you thought this was interesting, can I help you with it?’ The most normal thing in the world, but you do have to do it first. Wehkamp gets precisely how this works.

Dutch mail order company Wehkamp doesn’t just offer the possibility to write a review on any product at their site: they now actively ask people to write a review two weeks after they have bought a product. (mf, Dutch). Reviews become relevant when you know for sure that someone did buy the product. In a next step, Wehkamp will connect to social networks. You then don’t only see reviews, but also what your friends thought of it. Then brands get better at understanding their customers. If Wehkamp then can also advise us if a product goes well with a product we bought earlier (like the style or color for fashion, or compatibility for computer devices), then they will take the dialogue to a next level. As long as Wehkamp keeps striving to have a complete range of products, consumers won’t have any reason to go somewhere else.

Mail order company Wehkamp calls consumers to place a film on video sharing site YouTube, in which the new catalogue has the leading part. The first prize in this contest is 20,000 euros. A model film in Tell Sell style can already be seen (rb, Dutch). Brands more and more use video in their marketing mix. In a structural way and, like here, in campaigns. So that in the future we will have one thousand video recipes for every can of peas, five hundred different videos for certain yoga exercises, or three hundred applications for a certain plug. After all, a picture says more than a thousand words.