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Future Proof Ideas since 2005, by Erwin van Lun

Wehkamp lets you react to press releases

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?


To which Wehkamp (Dennis Hendriksen) responded:
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

Future Vision by Erwin Van Lun on this article

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.

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