A presentation that shows the agency's approach towards creating a "brand owned" channel by creating a new "tradigital" product. Infinit and Inmedio added a digital layer over the traditional product by adding online added-value services to the traditional store services.

1. Welcome to the post-digital age!
Trends and predictions that are already
happening (Inmedio case-study)
Alexandru Cernatescu
CEO & Head of Strategy

2. “What have you done for me lately?”

3. Does digital sell for you?

4. YOU (should) CREATE THE TRENDS!

5. Let’s see how
sells with digital!

6. (part of the) BRIEF
• How can we use digital to create a
measurable way to get more clients into our
stores and increase the revenues that they
will generate?

7. SOLUTION: Think “post-digital”
• Assume that the consumer is connected, uses
digital as means of generating convenience
and will embrace a brand that will adapt itself
into that direction.
• As part of our strategy we decided to create
and activate several added-value digital
services that start in online and finalize in the
store.

8. We digitally extended a traditional product.

9. We created a TRADIGITAL product.

10. The tradigital product
Website
Store
The new services:
•
•
•
•
Reserve your magazine
Create your alerts
Check magazine availability
Request a magazine in a store near you

11. How did we promote it?
• In-store
• Organic, on the brand’s own digital assets
NO EXTERNAL ADDITIVES 
(NO EXTRA MEDIA BUDGET)

12. How did it work?
(in the first 3 months from the launch in November 2013)

13. Accounts created – 3 months period
950
1.400
New accounts
Total accounts
>1.169
Service
activations
Service activations
until 31st January
2014

14. Activations by service – 3 months period
301
184
684
Magazine
Requests
Magazine
Reservations
Magazine
Alerts
38%
48%
?%
Success
Rate
Success
Rate
Success
Rate
140
Magazines
SOLD
89
Magazines
SOLD
?
Magazines
SOLD
Magazines requested,
delivered and sold until
31st of January
Magazines reserved,
and sold until
31st of January
Alerts set,
and magazine sold based on
them

15. Activations by service – 3 months period
301
38%
Success
Rate
184
684
Magazine
Requests
Magazine
Reservations
Magazine
Alerts
140
Magazines
SOLD
48%
Success
Rate
89
Magazines
SOLD
?%
Success
Rate
?
Magazines
SOLD
(measurable) Turnover – until 31st of January 2014
4.480 RON
1.170 RON
? RON

16. We will also measure the alert system soon
In February and March we are offering one
free coffee to users who have subscribed to
our alerts system and then buy the
magazines from our stores.
684
Magazine
Alerts
?%
Success
Rate
?
Magazines
SOLD
Turnover
?

17. Inmedio Tradigital Ecosystem
Campaigns: display,
special projects
Added value services as
owned advertising channels!!!
CRM , Loyalty:
Emailing, SMS, Alerts
Added value services as
owned advertising channels!!!
Digital in store
activations
Social Media:
Management, Gamification,
Apps etc.
Added value services as
owned advertising channels!!!

18. Where will we go from here?
•
•
•
•
•
•
•
•
Rise of the niche networks
Brands use of real-time data
Social Media integration
Loyalty systems
Virtual currency
Gamification ( + Social)
Hyper-connectivity
Mobile integration
•∞

19. Key Takeaways
• Marketers and agencies (should) set the trends,
based on the brand’s needs
• You can (and should) extend your products or
services in the virtual world –> tradigital
products
• Start living in the post-digital era: assume your
“traditional” consumers are digital and adapt
your brand to their behavior

20. QUESTIONS?

21. Thank you !
Alexandru Cernatescu
CEO & Head of Strategy

22. Let’s stay in touch! 
Alexandru Cernatescu
CEO, Head of Strategy & Innovation
telephone: +4 037.274.0777
e-mail:
alexandru@infinitsolutions.ro
web:
www.infinitsolutions.ro
LinkedIn:
http://www.linkedin.com/in/alexcernatescu
http://www.linkedin.com/company/infinit-solutions
Facebook:
http://www.facebook.com/alex.cernatescu
http://www.facebook.com/infinitsolutions.ro
Twitter:
http://twitter.com/alexcernatescu
Slideshare:
http://www.slideshare.net/AlexCernatescu
Personal blog:
http://www.alexcernatescu.com