Max Melching
Bereichsleiter Online Marketing, Data Intelligence & Retail Media Douglas
Max is responsible for the departments of online marketing, data intelligence and retail media at Douglas since 2018. Besides running the in-housed online marketing teams for 16 countries, this also includes data related topics such as web analysis, DMP and marketing technology. In 2019 Max was involved in founding and scaling the retail media spin-off Beauty Media Solutions GmbH. Previously he founded the bargain platform Cherry Möbel and spent 6 years at HolidayCheck as Head of Performance Marketing & CRM.
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EBE 2020 Co-Marketing & Retail Media at DOUGLAS
1.
2. Title of the
Meeting 1
Subtitle/name of
presenter
Retail Media & Co-Marketing
Max Melching
Director Online Marketing, Data
Intelligence & Retail Media
3. STATUS QUO - STRONG E-COMMERCE GROWTH
3
2 4 6 9 13 19 23 32 39
50
69
106
145
180
261
324
383
423
04/0503/0400/01 01/02 08/0907/0802/03 05/06 06/07 09/10 10/11 16/1711/12 18/1912/13 15/1613/14 14/15 17/18
E-COMMERCE NET SALES (IN M€)
H I G H LY P R O F I TA B L E E - C O M M E R C E G R O W T H W I T H N E T S A L E S E XC E E D I N G € 5 0 0 M
+38.2%
YoY growth
+31.3%CAGR last 10 years
29.4%
Online Share of
Net Sales
Germany
585
4. CREATING THE LEADING BEAUTY PLATFORM IN EUROPE
FROM TRANSACTION FOCUS TO AUDIENCE FOCUS
4
T R AN SACT IO N FO CUS AUD IEN CE FO CUS
MEDIA SALES
RETAIL SERVICES
1:1 COMMUNICATIONDATA SALES
MARKETPLACE
Douglas
sells owned
inventory to
customer
Customer
purchases
Extended audience
Broader Assortment without additional inventory
Secondary profit pool through additional audience
5. “Google might know what you’re interested in buying,
Facebook might be able to deduce what you’d be inclined to buy,
but Amazon knows what you’ve actually bought, or even whether
you showed intent to buy.”
Randall Lane (Forbes, 09/19) post interview with Jeff Bezos
9. SPONSORED PRODUCT ADS (SPA)
ON CATEGORY AND SEARCH RESULT PAGES
Get discovered:
Placement of SPAs on top two positions of
the Category and Search result pages
(both desktop & mobile).
Increase sales:
Reaching customers who are searching
for products and driving them to your
product page
Keyword targeting:
Display of SPAs based on a bidding
procedure & relevant category- or
product related keywords.
10. AUDIENCE ADS
INCREMENTAL AD INVENTORY ON DOUGLAS
Audience targeting:
Define relevant set of customers for your
campaign, depending on your campaign
objective, which can span across the
entire funnel:
Create Awareness
Trigger Consideration
Drive Purchase
Foster Loyalty and initiate
Replenishment
Banner
Banner
Jetzt shoppen
Jetzt shoppen
Banner
WIP
Layout not final
11. WHAT ARE CO-MARKETING CAMPAIGNS?
HOW DOES IT WORK?
11
Industry
partner
Gives budget
Spends budget Pushing
chosen brands &
products within
the Douglas SEA
campaignsReports KPIs