internet world 2014_handout

Content & Commerce -

How to get it right?A peek behind the scenes of

German fashion retailer

Robert Schleebaum: CTO & eCommerce Manager, Deerberg Versand GmbH

Bernd Burkert: Product Manager onion.net, getit GmbH

While @ Earls Court 2012

400 employees

0.8 Mio shipments

8 catalogues

4 online shops

Meanwhile in 2014

430 employees

1.5 Mio shipments

8 catalogues

4 online shops

eCommerce Master Plan 2010

Implement:

• SEO-relevant content.

• Expert advice, customer referrals & blog content.

• Targeted content.

• Personalized content.

• Localized content.

Founded 1999 Founded 1999 Founded 1999 Founded 1999

130 130 130 130 employeesemployeesemployeesemployees

100% 100% 100% 100% eCommerceeCommerceeCommerceeCommerce

getitgetitgetitgetit groupgroupgroupgroup

Dortmund, LausanneDortmund, LausanneDortmund, LausanneDortmund, Lausanne

Development

IT Services

Analytics

Design

Frontend

Business Business Business Business areasareasareasareasIntroducing getit

Consulting, Conception, PM / QM, Online marketing

eCommerce

Content management

3rd party integration

Mobile communication

Branding & CI

Interaction Design

Graphics Design

Desktop, Mobile, Responsive webdesign

User behaviour

Recommendations

Analyze and optimize

Testing & Targeting

Application management

E-operation

24x7 Support

Hosting & Housing

Development

IT Services

Consulting

Analytics

Design

Frontend

Experts Opinions

„onion.net stands out of the

crowd by its capacity tointegrate with other systems

in real-time“

Volker Grünauer

Advatera GmbH

Austria

Advanced knowledge sharing

for digital experts and communication managers.

Value Added Content

Product Ratings & Comments

Embedded Blogs

Targeted Content

Content Uplift

Deerberg Outlet Blog Content = 30% of Traffic

And now for something completely different …

Revenue Uplift

eCommerce Platform

hybriseCommerce

SoftwareMOS

ImportExport

Webservices

onion.netCMS

Stores

Call center

Purchasing

Marketing

onlineMarketing

prudsys

Search

Factfinder

Web-Analytics

Sitecatalyst

Newsletter

Emarsys

Rich Media

Adobe Scene7

Virtual Showroom

Redhotmagma

Customer

Best of Breed Integration

Scoring Model (Excerpt)

Cart abandonment probability?

Incentives

Yourincentive:

order withinhalf an hourto save the

shippingcosts

Smart Incentives

Your incentive:order within half an

hour to save theshipping costs

The Beef?

Revenue Uplift

Visitors 17.675

25,4 %

481.705

74,6 %

Orders77,3 % 22,7 %

Revenue

4% of the visitors generate 25% of the revenue

No incentives Incentives

The Next Level (2014 and beyond)

Present the right content

to the right person

at the right time

Getting the Right Right

CustomerVisitorUnknown

Unknown: Engage and learn (click-trough)

• Positive Emotions

• Width of Portfolio

• Hero Categories & Products

Visitor: Close the first deal

• Explain Brand value

• Recommendations

• Personal preferences

• Similar customers‘ preferences

• Minimize basket cancellation probabilty

• Incentives

Customer: Improve value of relationship

• Recommendations

• Personal preferences

• Similar customers‘ preferences

• Maximise value to Deerberg

(margin, returns, …)

• Engage in social channels

Getting the Right Right

CustomerVisitorUnknown

Go-live in July 2014

Lessons learned

• Try fast, fail fast, improve every day.

• Integrate in real-time.

• Measure everything.

• Automate to get the ‘right’ right.

• Bottom line: If you sell better, it is better!

Faster than the competition?

Some German wisdom:

„You can‘t overtake a car in front of you

unless you leave its lane!“ Bernd Pitschesrieder, when CEO @ BMW

Thank You!

Your Contact

Bernd Burkert

Product Manager onion.net+49.231.9742.7893bernd.burkert@getit.dehttp://onion.net

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