Christian Möhring CEO & Founder madeone (ex-Nike, ex-Ikea) Over the last decades large brands and companies were not able to unlock the full potential of mass customization. The complexity of customized products as well as the direct to consumer business challenges are main barriers. Mass customization has to be considered more than ever before as a relevant growth driver for many established e-commerce business models. A key to success is to take-out complexity through-out the end to end process. Christian will share his own experiences with enabling customization business working for large corporations as Nike and Ikea, SMEs and his company madeone, focussed on 'Customization as a Service'. Founder of madeone is Christian Möhring who has a rich expertise in managing digital business models for world’s leading consumer brands. In his last role working for larger corporations as Head of Digital at IKEA, the Swedish life at home expert and world’s largest multichannel retailer for home furnishing products, he got exposed to one of the most valuable retail brands and highly efficient supply chains. From 2009 to 2014 he had the opportunity to work for the US Sports Brand Nike, in Germany and lastly on a European level, where he was responsible for Digital Brand and Commerce. At Nike he was also responsible for the strategic development and marketing of NIKEiD, Nike’s mass customization business. Before Nike, from 2006-2009, he got the exciting chance to built his first Ecommerce business including an own direct-to-consumer channel for the German glassware brand Leonardo. In 2015 he has founded the start-up helmade.com, a platform business model for customized helmets. Since 2019 he has evolved his company to madeone offering 'Customization as a Service' (CaaS) and as CEO he is now fully focusing on enabling brands and companies to unlock their customization business potential.

1. helmade@Schuberth | 10.07.2015

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ECOM BERLIN EXPO 2020
THE THRUTH
BEHIND MASS
CUSTOMIZATION.
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🔎☝

4. OUR DAILY CHALLENGE
E-COMMERCE BUSINESS
MODELS ARE COST INTENSIVE
AND A RETURN ON INVEST
IS COMING IN LATE IN THE GAME,
IF IT EVER DOES.
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6. 6
A WAY OUT THERE
HOW CAN YOU
SURPRISE
SOMEONE
WHO HAS
SEEN IT ALL?
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DREAM COMING TRUE
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HOW CAN YOU
SURPRISE
SOMEONE
WHO HAS
SEEN IT ALL?

8. 8
NIKE VS. ADIDAS
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10. CUSTOMIZATION IS NOT A TREND
• Nowadays personalized products can be found in almost
any area of life
• There are many successful digital business models
existing, from NIKEiD to cars
• Web-based configurators are offering the customer
endless possibilities to customize a unique product
• Customers are willing to pay a significantly higher price for
a personalized product
• Customization will transform and change many established
e-commerce business models
MEGA TREND? NOPE.
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11. CUSTOMIZATION PLAYS A ROLE IN MANY AREAS OF LIFE
CUSTOMIZED EXPERIENCES
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12. 12© 2019 madeone GmbH - Strictly confidential.helmade Intro | Review 19 12© 2020 madeone GmbHmadeone @ E-commerce Berlin Expo | Feb 20

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TODAY THE
CONSUMER DEMAND FOR
A MORE PERSONALIZED
PRODUCT & SERVICE
EXPERIENCE IS HIGHER
THAN EVER BEFORE
IT’S A FACT
13© 2020 madeone GmbHmadeone @ E-commerce Berlin Expo | Feb 20

14. • 54% of consumers expressed an interest in purchasing personalized products or
services
• 41% of consumers who expressed an interesting in personalized products or
service are willing to pay more than a 20% premium (insight: helmade.com > 50%)
• 22% of consumers are happy to share personal data in return for a more
personalized customer product or service
• 40% of consumers who are interested in customized products or services
expecting brands to offer a customization option
Sources:
Statista 2017 - Umfrage zur Individualisierung und Personalisierung in DE & Deloitte Consumer Review 2015
PEOPLE WANT MORE THAN STANDARDIZED PRODUCTS
AND WE CAN SEE A
GROWING DEMAND
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KEY TO SUCCESS
TO TAKE OUT
COMPLEXITY
THROUGHOUT
THE END-TO-END
PROCESS
(FRONT&BACKEND)RE
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THE FRONT ROW SEATS OF ECOM
CUSTOMIZATION
IS A DIFFERENT
FIELD OF PLAY
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17. UNLOCKING CUSTOMIZATION FOR THE MANY INDIVIDUAL PEOPLE
MASS-CUSTOMIZED MARKETS
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Source:
Market Development by Stanley M. Davis (1987)

18. THREE CUSTOMIZATION BUSINESS DIMENSIONS
1:1: service experience
incl. custom fitting options, individual
materials and from scratch design
Web configurator experience
incl. a wide range of products
and design options
Personalization service
incl. adding your name onto
your product,
your individual combination
Pinnacle
Mass
Customization
Simple Customization
Complexity
frontend (configurator)
& backend (production)
WAY MORE THAN COLORS
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EXPERIENCE
IT IS NOT (JUST)
ABOUT AN
AWESOME
PRODUCT
CONFIGURATOR
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20. • The opportunities to personalize your marketing efforts are massive
and they are growing constantly in the age of Big Data & AI
• Digital solutions to personalize your on-site experience and beyond
are growing, f.e. Dynamic Yield
• Best case: Nike’s ‚Know me to serve me.‘ approach
• We are able to target the right customer, right time but…
WE KNOW OUR CUSTOMERS BETTER THAN EVER BEFORE
MARKETING HAS
BEEN TRANSFORMED
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MASS MARKET REALITY
WE’RE
MISSING OUT
ON THE ACTUAL
PRODUCT
EXPERIENCE
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HANDS-ON
EMBRACING THE
PRODUCTION
SIDE OF THINGS
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23. • Nike has built a specialized customization team in each of their factories
focussed on ‚NIKEiD‘, formed and further developed since 1999
• Key for decision is if you are able to pull off the backend processes
including the fulfillment of custom orders in-house
• With madeone we are helping companies and brands to add a
successful customization dimension to their running business
ENABLING CUSTOMIZATION BUSINESS
IN-HOUSE SOLUTION VS.
FULFILLMENT PARTNER
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24. SUMMARY
1. PEOPLE ARE DEMANDING
FOR MORE PERSONALIZED
PRODUCTS & SERVICES
2. CUSTOMIZATION IS NOT A TREND
3. TAKE-OUT COMPLEXITY
4. EMBRACE PRODUCTION
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ECOM BERLIN EXPO 2020
LET’S
CUSTOMIZE
OUR FUTURE!
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🎨 🌄

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