Real e-merchants runs on 5-minutes budgets

This is fascinating I think: TDC, Denmarks largest ISP, and also reseller of computers, phones etc. have some 50 salesmen employed in their online sales department. These 50 guys (and girls I presume) are responsible for each their product, and sales are measured realtime in 5 minutes-intervals.

This only makes sense, because each salesman also has the powers to do something, if sales aren’t on budget. They can in realtime control what USPs and ads are used on the TDC portal tdconline.dk – one of their main channels. That is: these salesmen are actively engaged in the virtual selling proces, where TDC as a company meets their customers on their websites. Cool.

The sales dep can also influence the parameters used in the TDC paid-for search ads and – on  a day to day basis – the ads running as normal display ads at other websites.

All this Per Rasmussen, onlinemanager at TDC, head of TDC e-merchant dep, told me at Ehandelsprisen some two weeks ago. Per also told me the importance of having declared online an independent sales channel internally in TDC from the very start.