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Internet world 2014_handout

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Internet world 2014_handout

  1. 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. 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. 3. © Deerberg Versand GmbH 2014 Meanwhile in 2014 430 employees 1.5 Mio shipments 8 catalogues 4 online shops © Deerberg Versand GmbH 2014
  4. 4. © Deerberg Versand GmbH 2014 eCommerce Master Plan 2010 Implement: • SEO-relevant content. • Expert advice, customer referrals & blog content. • Targeted content. • Personalized content. • Localized content.
  5. 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. 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. 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. 8. © Deerberg Versand GmbH 2014 Value Added Content
  9. 9. © Deerberg Versand GmbH 2014 Value Added Content
  10. 10. © Deerberg Versand GmbH 2014 Product Ratings & Comments
  11. 11. © Deerberg Versand GmbH 2014 Product Ratings & Comments
  12. 12. © Deerberg Versand GmbH 2014 Embedded Blogs
  13. 13. © Deerberg Versand GmbH 2014 Embedded Blogs
  14. 14. © Deerberg Versand GmbH 2014 Targeted Content IP: ~MUC
  15. 15. © Deerberg Versand GmbH 2014 Targeted Content
  16. 16. © Deerberg Versand GmbH 2014 Content Uplift Deerberg Outlet Blog Content = 30% of Traffic
  17. 17. © Deerberg Versand GmbH 2014 And now for something completely different … Revenue Uplift
  18. 18. © Deerberg Versand GmbH 2014 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
  19. 19. © Deerberg Versand GmbH 2014 Best of Breed Integration
  20. 20. © Deerberg Versand GmbH 2014 Scoring Model (Excerpt) Cart abandonment probability?
  21. 21. © Deerberg Versand GmbH 2014 Incentives Your incentive: order within half an hour to save the shipping costs
  22. 22. © Deerberg Versand GmbH 2014 Smart Incentives Your incentive: order within half an hour to save the shipping costs
  23. 23. © Deerberg Versand GmbH 2014 The Beef?
  24. 24. © Deerberg Versand GmbH 2014 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. 25. © Deerberg Versand GmbH 2014 The Next Level (2014 and beyond) Present the right content to the right person at the right time
  26. 26. © Deerberg Versand GmbH 2014 Getting the Right Right CustomerVisitorUnknown
  27. 27. © Deerberg Versand GmbH 2014 Unknown: Engage and learn (click-trough) • Positive Emotions • Width of Portfolio • Hero Categories & Products
  28. 28. © Deerberg Versand GmbH 2014 Visitor: Close the first deal • Explain Brand value • Recommendations • Personal preferences • Similar customers‘ preferences • Minimize basket cancellation probabilty • Incentives
  29. 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. 30. © Deerberg Versand GmbH 2014 Getting the Right Right CustomerVisitorUnknown
  31. 31. © Deerberg Versand GmbH 2014 Go-live in July 2014 ? ? ? ?? ? ?
  32. 32. © Deerberg Versand GmbH 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!
  33. 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. 34. © Deerberg Versand GmbH 2014 Thank You! Q & A
  35. 35. © Urheberrechtlich geschützt - 35 - Your Contact Bernd Burkert Product Manager onion.net +49.231.9742.7893 bernd.burkert@getit.de http://onion.net

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