eCommerce in Europe reached a 352 bn EUR turnover, (~30% of global), still growing double digit. online, online shops UK, France and Germany account for 60% of European eCommerce Q4 is high season (e.g. @Amazon). That might not apply to product seasonality Step 1: Start with the customer and work backwards! The buying process in the internet is different: product comes first. 2.1 Centralize your (Product) Data Management and optimize it! 2.2 B2B Portals for retailers (gated) 2.3 Online presence of brands: Showroom with retailer search eTailing Business: brands change their policies over time. Online only brand: kavaj 4. External eCommerce DistributionRate your partners through a Scoring Model Pure Player Sport specialist (bikester, wiggle, outnorth, tennis-point, etc.) General merchandise (amazon, zalando, etc.) Flash sales (vente privee, Sportpursuit, buyvip, etc.) Other (Groupon, etc.) Multi-Channel (21sportsgroup/planet sports, Sportscheck, Globetrotter, Sportler, Ochsner Sport, KarstadtSports, cisalfasport, Sportarena, etc.) Buying groups (Intersport, Sport2000, etc.) Marketplaces (ebay/GSI, amazon, rakuten/play, etc.) Automated (Price-) Monitoring, preisanalytics, End of lifecycle products and overstocks: which online distribution channel in which country?

1. - 1 -Go eCommerce - Erfolgreich im Internet verkaufen! - 1 -
eCommerce
strategies for brands
Olaf Grüger
go@goecommerce.de
++49 171 4826523

2. - 2 -Go eCommerce - Erfolgreich im Internet verkaufen!
Agenda
1. Overall ecom market and
developments
2. eCommerce strategy options

3. - 3 -Go eCommerce - Erfolgreich im Internet verkaufen!
Quote
• “Our digital commerce business is critical,
as it ensures that the consumer has full
access to amazing products that we make
and, over the years, we are planning robust
growth in this area…”
• “Digital is where our consumers live and it's
the oxygen they breathe…”
• “ourwebsite.com is where we can scale
our brand and category experiences
without the limitations of physical space
and take them to more consumers in more
parts of the world.”

4. - 4 -Go eCommerce - Erfolgreich im Internet verkaufen!
eCommerce in Europe reached a 352 bn EUR turnover,
(~30% of global), still growing double digit.

5. - 5 -Go eCommerce - Erfolgreich im Internet verkaufen!
UK, France and Germany account for
60% of European eCommerce

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CBT - The modern spice routes
Source: PayPal/Nielsen, 2013 Modern Spice Routes - The Cultural Impact and
Economic Opportunity of Cross-Border Shopping

7. - 7 -Go eCommerce - Erfolgreich im Internet verkaufen!
Q4 is high season (e.g. @Amazon). That
might not apply to product seasonality.

8. - 8 -Go eCommerce - Erfolgreich im Internet verkaufen!
Step 1: Start with the customer and
work backwards!
Who do you think is your
customer?
What data do you really
have?
How does the customer
behave?

9. - 9 -Go eCommerce - Erfolgreich im Internet verkaufen!
Customer Insights!
Under Armour: Acquisitions of Endomondo and
MyFitnessPal (earlier: MapMyFitness)
20 m users
80 million registered users

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Adidas is massively collecting data across brands and
countries to generate customer insights and target users
individually (1:1 marketing)

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Customers start the offline buying
process at a retailer.
Choose Retailer Choose Product Buy Product
Product overview
Product
information
Product
selection
1) „Offline buying process“
Normally the customer chooses a retailer he knows.
At the retailer he chooses the product.

12. - 12 -Go eCommerce - Erfolgreich im Internet verkaufen!
The buying process in the internet is
different: product comes first.
Choose Product Choose Retailer Buy Product
Product overview
Product
information
Product
selection
2) „Internet buying process“
In the Internet the customer chooses a product first and then the
retailer. Therefore search engines, marketplaces and comparison
shopping engines become more relevant.

13. - 13 -Go eCommerce - Erfolgreich im Internet verkaufen!
30%of online buyers began researching their
last online purchases at Amazon, more
than double the number who began their
research with Google.
Source: Forrester Research survey June/2012.

14. - 14 -Go eCommerce - Erfolgreich im Internet verkaufen!
The internet has a men‘s problem!

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Step 2: identify your focus areas
3) Online Showroom
2) B2B Portal1) Data Management
4) eCommerce Distribution

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2.1 Centralize your (Product) Data
Management and optimize it!
…

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2.1 Descriptions, display of products
and content need to be optimized.
1. Product titel (SEO optimized)
2. Highlights (SEO optimized)
3. Product informationen (SEO optimized)
4. Product description (SEO optimized)
5. Product pictures (check resolution!)
6. Videos (check resolution!)
7. Assign variants and colours correctly
8. Right category
9. Right search terms
10.Etc.
ToDo: write operating instructions

18. - 18 -Go eCommerce - Erfolgreich im Internet verkaufen!
2.2 B2B Portals for retailers (gated)
1)Purely information driven
2)Information, products and orders
3)Information, products, orders and
new customer focus

19. - 19 -Go eCommerce - Erfolgreich im Internet verkaufen!
2.3 Online presence of brands:
Showroom with retailer search

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Meindl displays product and
provides a general store locator.

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Lowa links directly to one retailer
(Globetrotter) on product page.

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eTailing Business: brands change their
policies over time
Jack Wolfskin by globetrotter.de
2010 2014
Jack Wolfskin direct

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eTailing Business: brands change their
policies over time
Schöffel by engelhorn.de
2010 2014
Schöffel direct

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Salewa by bergzeit for Germany,
but direct in other countries.

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Online only brand: kavaj (FBA, 10m EUR)
kavaj-Shop via Amazon Webserviceskavaj-Shop at amazon (global)

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F2C sample: Ankerdirect

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4. External eCommerce Distribution
Rate your partners through a Scoring Model
Country CompanyName CompanyAddress CompanyCity Total GMS Online GMS PP, MC,
other
sells on
ebay, amazon,
etc.)
A/B/C Cluster?
DE company 1 address 1 city 1 124.000 24.800 PP yes A
DE company 2 address 2 city 2 12.400 2.480 MC no C
DE company 3 address 3 city 3 34.200 6.840 no C
UK company 4 address 4 city 4 224.000 44.800 no A
UK company 5 address 5 city 5 154.000 30.800 PP no A
CH company 6 address 6 city 6 664.000 132.800 MC no A
CH company 7 address 7 city 7 54.000 10.800 PP no B
AT company 8 address 8 city 8 66.000 13.200 no B
AT company 9 address 9 city 9 32.000 6.400 PP yes C
US company 10 address 10 city 10 143.000 28.600 MC yes B
FR company 11 address 11 city 11 235.000 47.000 yes B
IT company 12 address 12 city 12 9.870 0 yes C
DE company 13 address 13 city 13 34.200 6.840 PP yes C
UK company 14 address 14 city 14 20.000 4.000 MC yes C
Longlist per country Automated (Price-) Monitoring
eCommerce questionaireeCommerce Scorecard
Company Total GMS Online GMS Category 1 Category 2 Category 3 Category 4 Category 5 Potential GMS Countries
Competitors (k2, etc.)
and Listings …
Product
text
needed?
pictures
needed?
video
needed?
company 1
company 2
company 3
company 4
company 5
company 6
company 7
company 8
company 9
company 10
company 11
company 12
company 13
company 14
company 15
company 16
company 17
company 18
company 19
company 20
company 21
Brands PIM Data
?

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Different online players have different
strategies and need different „treatments“.
• Pure Player
• Sport specialist (bikester, wiggle, outnorth, tennis-
point, etc.)
• General merchandise (amazon, zalando, etc.)
• Flash sales (vente privee, Sportpursuit, buyvip, etc.)
• Other (Groupon, etc.)
• Multi-Channel (21sportsgroup/planet sports,
Sportscheck, Globetrotter, Sportler, Ochsner Sport,
KarstadtSports, cisalfasport, Sportarena, etc.)

29. - 29 -Go eCommerce - Erfolgreich im Internet verkaufen!
Blue Tomato was bought by US sporting
goods chain Zumiez for 82 mio EUR (2012)

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Frilufts AB part of Fenix Outdoor (brands:
Fjällräven, etc.) owns Globetrotter (11/2014)

31. - 31 -Go eCommerce - Erfolgreich im Internet verkaufen!
Bike24 bought by Riverside 12/2014

32. - 32 -Go eCommerce - Erfolgreich im Internet verkaufen!
Toread buys strategic share into
Tutwo (01/2015)

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21sportsgroup takes over Planet
Sports 1/2015

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New Players with new business modells: Media for
Revenue, Media for Equity, Private equity for Exit, etc.
Sample: P7S1 is the VC arm of media empire
Pro7Sat1

35. - 35 -Go eCommerce - Erfolgreich im Internet verkaufen!
Different online players have different
strategies and need different „treatments“.
• Pure Player
• Sport specialist (bikester, wiggle, outnorth, tennis-
point, etc.)
• General merchandise (amazon, zalando, etc.)
• Flash sales (vente privee, Sportpursuit, buyvip, etc.)
• Other (Groupon, etc.)
• Multi-Channel (21sportsgroup/planet sports,
Sportscheck, Globetrotter, Sportler, Ochsner Sport,
KarstadtSports, cisalfasport, Sportarena, etc.)
• Buying groups (Intersport, Sport2000, etc.)
• Marketplaces (ebay/GSI, amazon, rakuten/play, etc.)

36. - 36 -Go eCommerce - Erfolgreich im Internet verkaufen!
Marketplaces rule in China

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Existing Marketplaces support sellers
heavily to sell internationally.
eBay Global Shipping
Program
Amazon Europe
Marketplaces Account
(seller central)
Any brand (or retailer) can easily sell
online globally.

38. - 38 -Go eCommerce - Erfolgreich im Internet verkaufen!
Automated (Price-) Monitoring

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Sample: Retailer Monitoring

40. - 40 -Go eCommerce - Erfolgreich im Internet verkaufen!
End of lifecycle products and overstocks: which
online distribution channel in which country?

41. - 41 -Go eCommerce - Erfolgreich im Internet verkaufen!
Summary
• Overall ecom market (regions, etc.)
• Step 1: Start with your customer
(women!)
• Step 2: 4 focus areas
– Data Management
– B2B Portal
– Online Showroom
– eCommerce Distribution

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Intro: Who I am.

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Thanks! Questions?
Contact: Olaf Grüger go@goecommerce.de
Xing: https://www.xing.com/profiles/Olaf_Grueger
Linkedin: http://www.linkedin.com/in/OlafGrueger
eCommerce ist unsexy: Operational Excellence im
eCommerce
In: iBusiness Dossier WebshopTuning 03/2014
Web Analyse und Business Intelligence als Basis für die
aktive Steuerung von Webshops
In: Ralf Haberich, Future Digital Business, 12/2012