e-commerce berlin expo 2017 - data-driven e-commerce – otto group in a changing world
TRANSCRIPT
Data-Driven E-Commerce –Otto Group in a Changing World
Moritz CorbelinHead of E-Commerce StrategyOtto Group
Titel der Präsentation, Name, Abteilung, Ort, xx. Monat 2014
2
Moritz Corbelin, Head of E-Commerce Strategy
E-Commerce Berlin Expo, 2 February 2017
Data-driven e-commerce – Otto Group in a changing world
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We‘ve come a long way… 1From catalogue to e-commerce
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Starting with a 14 page hand bound catalogue in 1949, the Otto Group has become a globally retail and services company
1995 2015 / 2016
over
20countries
> 120Online shops
over
49,000employees
0.1 %
15 %
68 %
€1.4 bn
€9 m
% of online sales € 6.5 bn
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Otto Group companies are globally successful in digital businessmodels
Nordamerika
Südamerika AsienRestl. Europa
Russland
Deutschland
Majority interestof the
Otto Group
Minority interestof the
Otto Group
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Challenges ahead… 2How we see the market
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In Retail the disruptions are particularly evident
Until ~2000:Consumers use locally restricted offering
From ~2000:Consumers choose between (almost) unlimited options
And in the future?
?
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Today, internet consumption takes place in apps – but users tend to interact only with a small amount of mainly social apps
Source: ComScore 2015/2016
2014 2015Desktop Apps Mobile browser
#310%
#145%
#218%
Online time ismainly spent
in apps Most time isspent in top
3 apps
+90%
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The future is about simplification – few players control most of the digital user journey…
Source: Otto Group
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The future is about simplification – few players control most of the digital user journey…
Source: Otto Group
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Gatekeepers claim an increasing part of the consumer‘sattention...
GAFAA control
>55% of the Digital User
Journey2
1) Internet World Business (05/2015); 2) GAFAnomics, faberNovel(10/2014); 3) wearesocial.de (01/2015); 4) USA Today (03/2015); 5) TechCrunch (05/2015)
45% of global smartphone web traffic 2
67% of global social media accounts3
1/3 of all online product purchasing searches4
98% of European mobile search1
76% of total Chinese m-commerce5
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Source: twitter.com/benedictevans/
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Conversational commerce is emerging all around the world
Screening productson Instagram
Product requestvia Line
Confirm payment Tracking information
Receive paymentdetails
Source: techcrunch.com; screenshots taken from messenger Line
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Usage of voice searches has been increasing over the last few years
Source: searchengineland.com; gadgets.ndtv.com; searchenginejournal.com
1 out of 5 searches through speech
More than 1 billion
requests per week through
voice
25% of searches on Windows 10 taskbar are
voice searches
In 2020 50%of all searches
through speech or
image 50 billion voice searches per month
10% of the overall search volume
globally
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All industries are faced with a rapid speed of technologicalinnovations. Simultaneously new customer access points arise
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Manufacturers gain direct access to customers – partly in cooperation
Source: samsung.com; computerbild.de; cnet.com
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Companies of all industries can hardly cope with the fast pace of current technological changes and challenges on their own
1400 1500 1600 1700 1800 1900 2000
Source: ebootis.de
Accelerating growth in
technology
1960 2012
60years
18years
2020
Average life expectancy
of companies
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Transforming the core business 3Digitization & cultural change
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Transformation of the core via four pillars
Digitisation @ Otto Group
Transform VentureCreateParticipate
Venture CapitalInternet Pure Players
Financial Tools & Services
Multichannel Retail
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Transformation of the core via four pillars
Digitisation @ Otto Group
Transform
Multichannel Retail
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Transformation of the core via four pillars
Digitisation @ Otto Group
Participate
Financial Tools & Services
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Transformation of the core via four pillars
Digitisation @ Otto Group
Create
Internet Pure Players
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Transformation of the core via four pillars
Digitisation @ Otto Group
Venture
Venture Capital