Jochen Missel: The “Wau” Effect of Customer Retention – The Importance of CRM for A Digital Brand Platform

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The document describes the journey and evolution of an ecommerce company from 2011 to present. It started by focusing on growth and third-party brands from 2011-2015. From 2015-2017 it began focusing on growing its own brands to over 10% of products. From 2017-2019 it became a digital brand builder with multichannel distribution and over 30% own brands. Since 2020 it has become a digital brand platform utilizing a buy and build strategy with over 80% own brands and multichannel distribution. The company has expanded its operations and technology stack over the years.

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2011-2015 eCommerce
Focus on Growth
0% Own Brands

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2011-2015 eCommerce
Focus on Growth
0% Own Brands
2014

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2011-2015 eCommerce
Focus on Growth
0% Own Brands
2014
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2015-2017 eCommerce
Focus on Own Brands
>10% Own Brands

Operational
Excellence
Story Telling &
Marketing
80
20

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