Rico Adler Head of CLOUD Business ABOUT YOU GmbH As Head of CLOUD Business at ABOUT YOU, Rico is significantly involved in the development and rapid scaling of ABOUT YOU CLOUD. He is fascinated by the future of retail and is convinced that he will be able to shape it by setting up a future-orientated platform as a service cloud infrastructure for ambitious eCommerce players. Rico holds a Master of Science in eCommerce. Before joining ABOUT YOU, he worked on operational and strategic eCommerce issues in large corporations as well as medium-sized companies. During his time as a digital consultant, he supported companies in various industries on their way to digital transformation. He uses the experience gained during the founding and development of two companies to contribute to the successful scaling of ABOUT YOU CLOUD and to support clients on their way to a sustainable eCommerce infrastructure.

2. Grow.Fail.Learn.Scale
Nico Delic
E-Commerce Expo Berlin 2020

3. Content- & Influencer-Network
Exklusive cooperations with the
largest Fashion-Influencer, Celebs,
Brand, Magazines etc
Personalization
Personalized content increases
relevance and user interaction
Smartphone
Smartphone traffic share at 70%
and users have 2x higher CLV
ABOUT YOU Shopping Experience in a Nutshell

4. The Most
Inspiring and
Personal Fashion
Online Shop
in Europe
IT’S ALL ABOUT YOU

5. Why do People Spend Money on Fashion
(Online)?
Finding Fashion
„I need a new dress“
Discover Fashion
„I want to discover & buy fashion“
Buying Fashion
„I need the Levis 501 in 27/30“
Segment
growth
Segment
leader

6. GROW.

7. 2015/16 2016/17 2017/182014/15
Country Launches
Fastest
Growing
E-Commerce
Startup in
Europe
05/2014 09/2014 08/2015 06/2017 09/2017 12/2017
The Growth Story of ABOUT YOU in a Nutshell
62m GMV
205m GMV
461m
GMV)
1,4b GMV
06/2018
2018/19
899m GMV
ABOUT YOU
Launch
Ramp-up flexible &
scalable infrastructure
Build tech-infrastructure
for fast internationalroll-
out
04/201904/2019

8. Quick Growth in Terms of Employees Requires Quick Adjustments also in Space & Organization
10
employees
in 2013
less than
200
employees
in 2015
more than
650
employees
in 2019
more than

9. FAIL.
LEARN.

10. CRAZY
CHRISTMAS
* in 2015

11. Worked
We Failed
Marketing

12. Crazy Christmas - High Traction Forced Painful Learnings
1. We need a virtual stock handling in
our BACKBONE system
2. Emergencyhandling when scalability
of processes reaches limit
3.
Improving customer service tool by
more automation and easier
onboarding
Key facts
1 Mio.
views
250.000 app
downloads
14 Mio. €
revenue in 3 days
Huge uplift brand
awareness
Lessons Learned
#of orders way higher than
stock (syncing problems for
availabilities)
14% of all items had
to be cancelled
* in 2015

13. BLACK FRIDAY
Truly Black?
* in 2016

14. Preparation is
Everything
* in 2016

15. We Learned from Crazy Christmas - but Black Friday Created Further Learnings
1. Software improvements from Crazy
Christmas work
2. The manual effort of preparing our
infrastructurewas way too high
3. We need a cloud provider that
enables us to scale automatically
Lessons learned
Crazy
Christmas
Black
Friday
Black Friday:
multiple the traffic,
orders and revenue of
Crazy Christmas
* in 2016

16. • Infrastructure as code: AWS CloudFormation & AWS CodePipeline
• Machines for the masses: Amazon EC2
• Drop-In Replacement for Redis: Amazon ElastiCache
• Relational Databases as a Service: Amazon RDS & Amazon Aurora
• Queues as a Service: Amazon SQS
• Logging with ELK: Amazon Elasticsearch Service
• Application Loadbalancing: Elastic Load Balancing ALB
Migration to AWS - Selection of Services

17. Learning
vs.
Cost Saving PI CRMRDS MATEEDT
BABO BIAPPAYD COAYM
Migration to AWS - Selection of Strategy

18. MARKETING
BIG BANG
* in 2017

19. TEASER PHASE OOH/PRINT - LAYOUT - GENERIC MOTIVEBig Bang of Launching Netherlands and Belgium Revealed That We are Set Up to Scale
1. Infrastructure & organisation is set up
to handle tremendous peaks
2. Our DevOps were able to handle the
Big Bang like daily business
Lessons learned
* in 2017

20. * in 2018

21. SCALE

22. INTERNATIONAL
BeNeLux Eastern-Europe
CATEGORIES
DACH
PENETRATE CORE MARKETS
1
2
3
4
Fashion
Sport
Kids
Beauty
Commerce
Advertising
Analytics
Technology
BUSINESS
SEGMENTS
1
2
3
4
INTERNATIONAL EXPANSION
NEW CATEGORIES
NEW BUSINESS SEGMENTSNEW BUSINESS SEGMENTS
Multiple Additional Profit Drivers in Business Model

23. Reach
Tech & Infrastructure
Data
Core Retail
Business
New Service
Business
ScaleYield
Margin
Growth funds
Liquidity
Customer Acquisition
Assortment
Fulfillment
Advertising
Technology
Analytics
Our Growth
Cycle is Powered
by Core & New
Business

24. ABOUT YOU Cloud

25. ABOUT YOU Cloud is a Game Changer in Infrastructure

26. Our Learnings
Grow. Growth will enforce failure
Fail. Failure is painful but brings weekspots to light
Learn. Learning is necessary for innovating in challenging markets
Scale
Innovating the core business enables scaling into
other business segments
FIND
A WAY
OR
FADE
AWAY

27. S A Y
H E L L O !
Nico Delic - Business Development Manager ABOUT YOU Cloud
Mail: nico.delic@aboutyou.com
ABOUT YOU GmbH • Domstraße 10 • 20095 Hamburg • Deutschland