eCommerce Theatre - June 18th, 14:00-14:30 Today, WCMS vendors hype the integration of Content & Commerce. Deerberg - a mail order fashion retailer from Northern Germany – went for an integrated best-of-breed platform back in 2010 and improved it by the year. This presentation shares Deerbergs’ strategic approach, basic technology decisions, lessons learned, and their future perspective.

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

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. © 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

9. © Deerberg Versand GmbH 2014
Value Added Content

10. © Deerberg Versand GmbH 2014
Product Ratings & Comments

11. © Deerberg Versand GmbH 2014
Product Ratings & Comments

12. © Deerberg Versand GmbH 2014
Embedded Blogs

13. © Deerberg Versand GmbH 2014
Embedded Blogs

14. © Deerberg Versand GmbH 2014
Targeted Content
IP:
~MUC

15. © Deerberg Versand GmbH 2014
Targeted Content

16. © Deerberg Versand GmbH 2014
Content Uplift
Deerberg Outlet Blog Content = 30% of Traffic

17. © Deerberg Versand GmbH 2014
And now for something completely different …
Revenue Uplift

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. © Deerberg Versand GmbH 2014
Best of Breed Integration

20. © Deerberg Versand GmbH 2014
Scoring Model (Excerpt)
Cart abandonment probability?

21. © Deerberg Versand GmbH 2014
Incentives
Your
incentive:
order within
half an hour
to save the
shipping
costs

22. © Deerberg Versand GmbH 2014
Smart Incentives
Your incentive:
order within half an
hour to save the
shipping costs

23. © Deerberg Versand GmbH 2014
The Beef?

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

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

27. © Deerberg Versand GmbH 2014
Unknown: Engage and learn (click-trough)
• Positive Emotions
• Width of Portfolio
• Hero Categories & Products

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. © 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
?
?
?
??
?
?

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. © 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