© Deerberg Versand GmbH 2014© Deerberg Versand GmbH 2014
Content & Commerce -
How to get it right?
A peek behind the scene...
© Deerberg Versand GmbH 2014
While @ Earls Court 2012
400 employees
0.8 Mio shipments
8 catalogues
4 online shops
© Deerbe...
© Deerberg Versand GmbH 2014
Meanwhile in 2014
430 employees
1.5 Mio shipments
8 catalogues
4 online shops
© Deerberg Vers...
© Deerberg Versand GmbH 2014
eCommerce Master Plan 2010
Implement:
• SEO-relevant content.
• Expert advice, customer refer...
© Deerberg Versand GmbH 2014
Founded 1999Founded 1999Founded 1999Founded 1999
130130130130 employeesemployeesemployeesempl...
© Deerberg Versand GmbH 2014
BusinessBusinessBusinessBusiness areasareasareasareasIntroducing getit
Consulting, Conception...
© Deerberg Versand GmbH 2014
Experts Opinions
„onion.net stands out of the
crowd by its capacity to
integrate with other s...
© Deerberg Versand GmbH 2014
Value Added Content
© Deerberg Versand GmbH 2014
Value Added Content
© Deerberg Versand GmbH 2014
Product Ratings & Comments
© Deerberg Versand GmbH 2014
Product Ratings & Comments
© Deerberg Versand GmbH 2014
Embedded Blogs
© Deerberg Versand GmbH 2014
Embedded Blogs
© Deerberg Versand GmbH 2014
Targeted Content
IP:
~MUC
© Deerberg Versand GmbH 2014
Targeted Content
© Deerberg Versand GmbH 2014
Content Uplift
Deerberg Outlet Blog Content = 30% of Traffic
© Deerberg Versand GmbH 2014
And now for something completely different …
Revenue Uplift
© Deerberg Versand GmbH 2014
eCommerce Platform
hybris
eCommerce
Software
MOS
Import
Export
Webservices
onion.net
CMS
Stor...
© Deerberg Versand GmbH 2014
Best of Breed Integration
© Deerberg Versand GmbH 2014
Scoring Model (Excerpt)
Cart abandonment probability?
© Deerberg Versand GmbH 2014
Incentives
Your
incentive:
order within
half an hour
to save the
shipping
costs
© Deerberg Versand GmbH 2014
Smart Incentives
Your incentive:
order within half an
hour to save the
shipping costs
© Deerberg Versand GmbH 2014
The Beef?
© Deerberg Versand GmbH 2014
Revenue Uplift
Visitors 17.675
25,4 %
481.705
74,6 %
Orders77,3 % 22,7 %
Revenue
4% of the vi...
© Deerberg Versand GmbH 2014
The Next Level (2014 and beyond)
Present the right content
to the right person
at the right t...
© Deerberg Versand GmbH 2014
Getting the Right Right
CustomerVisitorUnknown
© Deerberg Versand GmbH 2014
Unknown: Engage and learn (click-trough)
• Positive Emotions
• Width of Portfolio
• Hero Cate...
© Deerberg Versand GmbH 2014
Visitor: Close the first deal
• Explain Brand value
• Recommendations
• Personal preferences
...
© Deerberg Versand GmbH 2014
Customer: Improve value of relationship
• Recommendations
• Personal preferences
• Similar cu...
© Deerberg Versand GmbH 2014
Getting the Right Right
CustomerVisitorUnknown
© Deerberg Versand GmbH 2014
Go-live in July 2014
?
?
?
??
?
?
© Deerberg Versand GmbH 2014
Lessons learned
• Try fast, fail fast, improve every day.
• Integrate in real-time.
• Measure...
© Deerberg Versand GmbH 2014
Faster than the competition?
Some German wisdom:
„You can‘t overtake a car in front of you
un...
© Deerberg Versand GmbH 2014
Thank You!
Q & A
© Urheberrechtlich geschützt - 35 -
Your Contact
Bernd Burkert
Product Manager onion.net
+49.231.9742.7893
bernd.burkert@g...
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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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