This document discusses the e-commerce strategies and content management of Deerberg Versand GmbH, a German fashion retailer. It outlines how Deerberg has increased employees and shipments since 2012 while maintaining multiple online shops and print catalogs. Their e-commerce master plan from 2010 focused on search engine optimized, personalized, and localized content. The company utilizes various tools like Hybris, Onion.net, and analytics platforms to integrate their systems and analyze user behavior. Through targeted content, blog integration, product ratings, and smart incentives, Deerberg was able to increase revenue from visitors by 4%. Their goal is to continue engaging customers through personalized recommendations and social media to improve relationships over time.

1. © Deerberg Versand GmbH 2014© Deerberg Versand GmbH 2014
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

2. © Deerberg Versand GmbH 2014
While @ Earls Court 2012
400 employees
0.8 Mio shipments
8 catalogues
4 online shops
© Deerberg Versand GmbH 2014

3. © Deerberg Versand GmbH 2014
Meanwhile in 2014
430 employees
1.5 Mio shipments
8 catalogues
4 online shops
© Deerberg Versand GmbH 2014

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eCommerce Master Plan 2010
Implement:
• SEO-relevant content.
• Expert advice, customer referrals & blog content.
• Targeted content.
• Personalized content.
• Localized content.

5. © Deerberg Versand GmbH 2014
Founded 1999Founded 1999Founded 1999Founded 1999
130130130130 employeesemployeesemployeesemployees
100%100%100%100% eCommerceeCommerceeCommerceeCommerce
getitgetitgetitgetit groupgroupgroupgroup
Dortmund, LausanneDortmund, LausanneDortmund, LausanneDortmund, Lausanne
Development
IT Services
Analytics
Design
Frontend

6. © Deerberg Versand GmbH 2014
BusinessBusinessBusinessBusiness areasareasareasareasIntroducing getit
Consulting, Conception, PM / QM, Online marketing
eCommerce
Content management
3rd party integration
Mobile communication
Branding & CI
Interaction Design
Graphics Design
3D
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

7. © Deerberg Versand GmbH 2014
Experts Opinions
„onion.net stands out of the
crowd by its capacity to
integrate with other systems
in real-time“
Volker Grünauer
Advatera GmbH
Austria
Advanced knowledge sharing
for digital experts and communication managers.

8. © Deerberg Versand GmbH 2014
Value Added Content

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Value Added Content

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Product Ratings & Comments

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Product Ratings & Comments

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Embedded Blogs

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Embedded Blogs

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Targeted Content
IP:
~MUC

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Targeted Content

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Content Uplift
Deerberg Outlet Blog Content = 30% of Traffic

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And now for something completely different …
Revenue Uplift

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eCommerce Platform
hybris
eCommerce
Software
MOS
Import
Export
Webservices
onion.net
CMS
Stores
Call center
Purchasing
Marketing
…
online
Marketing
RDE
prudsys
Search
Factfinder
Web-Analytics
Sitecatalyst
Newsletter
Emarsys
Rich Media
Adobe Scene7
Virtual Showroom
Redhotmagma
Customer

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Best of Breed Integration

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Scoring Model (Excerpt)
Cart abandonment probability?

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Incentives
Your
incentive:
order within
half an hour
to save the
shipping
costs

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Smart Incentives
Your incentive:
order within half an
hour to save the
shipping costs

23. © Deerberg Versand GmbH 2014
The Beef?

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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

25. © Deerberg Versand GmbH 2014
The Next Level (2014 and beyond)
Present the right content
to the right person
at the right time

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Getting the Right Right
CustomerVisitorUnknown

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Unknown: Engage and learn (click-trough)
• Positive Emotions
• Width of Portfolio
• Hero Categories & Products

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Visitor: Close the first deal
• Explain Brand value
• Recommendations
• Personal preferences
• Similar customers‘ preferences
• Minimize basket cancellation probabilty
• Incentives

29. © Deerberg Versand GmbH 2014
Customer: Improve value of relationship
• Recommendations
• Personal preferences
• Similar customers‘ preferences
• Maximise value to Deerberg
(margin, returns, …)
• Engage in social channels

30. © Deerberg Versand GmbH 2014
Getting the Right Right
CustomerVisitorUnknown

31. © Deerberg Versand GmbH 2014
Go-live in July 2014
?
?
?
??
?
?

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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!

33. © Deerberg Versand GmbH 2014
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
© Deerberg Versand GmbH 2014

34. © Deerberg Versand GmbH 2014
Thank You!
Q & A

35. © Urheberrechtlich geschützt - 35 -
Your Contact
Bernd Burkert
Product Manager onion.net
+49.231.9742.7893
bernd.burkert@getit.de
http://onion.net