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Bon’A Parte International mail order business • • • • Concept and business philosophy Development E-business solution Growth and data mining One of the SAS Professional Services ‘Papers of Interest’ See your conference guide for more information Bon’A Parte Concept and business philosophy Collection: Quality above average at a price below average Bon’A Parte Concept and business philosophy Design driven Bon’A Parte Concept and business philosophy Broad target group: Primarily women age 30-55 Bon’A Parte Concept and business philosophy Combinable and varied collection Bon’A Parte Theme Bon’A Parte Bon’A Parte Theme Bon’A Parte Bon’A Parte Match guide Bon’A Parte Concept and business philosophy Presentation of the clothes: Exclusive catalogues Bon’A Parte Concept and competition strategy Strong image: Reliability and loyalty Bon’A Parte Concept and competition strategy Maintain interest: Surprise and inspire Bon’A Parte Development 1987: Founded and 1. Catalogue published 1989: Men’s catalogue 1991: Men’s catalogue is integrated 1992: Funny Kidz catalogue 1993: Secrets catalogue 1999: Summer and winter catalogue 1999: Teens catalogue 2001: BAP Kids Bon’A Parte Development International expansion 1994: Sweden 1995: Holland 1996: BAP bought by NVAG/Neckermann Versand 1998: Germany 2001: France Bon’A Parte Europe Bon’A Parte Turnover Bon’A Parte Turnover Bon’A Parte Publishing frequency Bon’A Parte E-business • Mail order is e-business on paper • New web-site from 1st February 2001 on all markets • Ordering channel for existing and new customers • Complete integration with existing EDP systems • Dynamic information of delivery times Bon’A Parte E-business experiences • • • • • • Bon’A Parte’s primary customer group has embraced the site The customers stay longer at the site The average order value is relatively high A 2-figure million trade is expected in spring 2001 The site is used for branding for Bon’A Parte (new customers) The largest number of internet orders is placed in Scandinavia at present Bon’A Parte Differentiation - not like the others Bon’A Parte Growth and Data mining In 4 years from 650.000 to 1.600.000 addresses Bon’A Parte Growth and Data mining Substantial numbers of addresses in DB are prospects No buying behaviour One of the SAS Professional Services ‘Papers of Interest’ See your conference guide for more information
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