This document summarizes the history and operations of Beate Uhse, a German retailer of intimacy products. It discusses how Beate Uhse was founded in 1946 and became the world's first sex shop in 1962. It then outlines how the company has grown, acquiring other brands and opening retail locations and an office in Amsterdam. The document presents Beate Uhse's vision to become the largest online erotic retailer in Europe by having a customer-centric, data-driven organization. It also analyzes the erotic market in terms of customer segments, popular products, and barriers to buying. Finally, it discusses customer journeys and how needs differ between "connecting" and "kicking" segments.

1. Customer segmentantion &
journey for intimacy products
Webwinkel Vakdagen
Jan 18/19th 2017
DENNIS VAN ALLEMEERSCH

2. 1
Beate Uhse info
History & founder story
1919
Beate Uhse was born in
Germany
1946
Pamphlet SchriftX
1946
Start mail order company
1962
World’s first sex shop

3. Beate Uhse info
History & founder story
1999
Beate Uhse goes public
1999
PABO was acquired
2001
RIP
Very first entrepeneur
award
2003
Christine le Duc was
acquired

4. 3
Beate Uhse info
History & founder story
2006
Walsoorden logistics
opened
2008
Scala Playhouse was
acquired
2016
Amsterdam -new centralized
Marketing/IT/Ecommerce
office; the Central Marketing
and Digital Competence
Centre
2016
Flagship store Berlin

5. 4
We want to go back to our roots & core DNA, and become the biggest
single online erotic B2C player in continental Europe
Build the most trusted & innovative erotic lifestyle brand in
EU
By having a customer centric & data driven organization
Vision
Group
Our mission is to give people the freedom to experience their
sexuality the way they want
Mission
Group

6. 5
70 YEARS
OF
EXPERIENCE

7. 6
How big are we?
Over the course of 70 years, Beate Uhse AG has established expertise and experience that millions
of customers in five European countries continually place their trust in.
Our turnover exceeds € 100M and more than 65% is from online business
We employ more than 450 employees
Our portfolio of iconic brands includes:

8. 7
How big are we
1210 32 3
Physical retail locations
as well as modern shop concepts, attractive catalogues, a comprehensive range of products,
as well as home-shopping, a B2B market and a thrilling entertainment service via Internet (Tintl)
and television (Beate Uhse TV) to make our vision come true.
Besides all of this we have a franchise store in Seoul, South Korea and a new Flagship store in Berlin.

9. 8
Different countries
Different approaches

10. 9
Flagship store Berlin

11. 10
How we look at the erotics market?
The needs of people.
Did you know that:

12. 11
How we look at the erotics market ?
4 CUSTOMER SEGMENTS

13. 12
How we look at the erotics market ?
how big are the segments?

14. 13
Most relevant products in the industry
sex toys Daily lingerie Love toys enhancers
Sex lingerieBondage / SM items Fetish fashion Daily fashion

15. 14
What are their key buying barriers

16. 15
Customer Journey

17. 16
Connecting vs. Kicking
Softer Harder

18. 17
CONNECTING

19. 18
Customer Journey
key needs Connecting vs Kicking?

20. 19
1 Footnote
KICKING

21. 20
Customer Journey
key needs Connecting vs Kicking?

22. 21
Customer Journey
Moments of truth Connecting vs Kicking

23. 22
Influencers
Girlssquad

24. 23
Christine le Duc commercial

25. Questions?