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© 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
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© Deerberg Versand GmbH 2014
While @ Earls Court 2012
400 employees
0.8 Mio shipments
8 catalogues
4 online shops
© Deerberg Versand GmbH 2014
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© 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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© Deerberg Versand GmbH 2014
eCommerce Master Plan 2010
Implement:
• SEO-relevant content.
• Expert advice, customer referrals & blog content.
• Targeted content.
• Personalized content.
• Localized content.
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© Deerberg Versand GmbH 2014
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
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© Deerberg Versand GmbH 2014
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
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
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© Deerberg Versand GmbH 2014
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.
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© 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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© Deerberg Versand GmbH 2014
Targeted Content
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© Deerberg Versand GmbH 2014
Content Uplift
Deerberg Outlet Blog Content = 30% of Traffic
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© Deerberg Versand GmbH 2014
And now for something completely different …
Revenue Uplift
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© Deerberg Versand GmbH 2014
eCommerce Platform
hybriseCommerce
SoftwareMOS
ImportExport
Webservices
onion.netCMS
Stores
Call center
Purchasing
Marketing
…
onlineMarketing
RDE
prudsys
Search
Factfinder
Web-Analytics
Sitecatalyst
Newsletter
Emarsys
Rich Media
Adobe Scene7
Virtual Showroom
Redhotmagma
Customer
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© Deerberg Versand GmbH 2014
Best of Breed Integration
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Scoring Model (Excerpt)
Cart abandonment probability?
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© Deerberg Versand GmbH 2014
Incentives
Yourincentive:
order withinhalf an hourto save the
shippingcosts
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© Deerberg Versand GmbH 2014
Smart Incentives
Your incentive:order within half an
hour to save theshipping costs
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© Deerberg Versand GmbH 2014
The Beef?
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© 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
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© 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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© Deerberg Versand GmbH 2014
Getting the Right Right
CustomerVisitorUnknown
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© Deerberg Versand GmbH 2014
Unknown: Engage and learn (click-trough)
• Positive Emotions
• Width of Portfolio
• Hero Categories & Products
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© Deerberg Versand GmbH 2014
Visitor: Close the first deal
• Explain Brand value
• Recommendations
• Personal preferences
• Similar customers‘ preferences
• Minimize basket cancellation probabilty
• Incentives
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© 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
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© Deerberg Versand GmbH 2014
Getting the Right Right
CustomerVisitorUnknown
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© Deerberg Versand GmbH 2014
Go-live in July 2014
?
?
?
??
?
?
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© 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!
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© 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
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© Deerberg Versand GmbH 2014
Thank You!
Q & A
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Your Contact
Bernd Burkert
Product Manager [email protected] ://onion.net