Content and commerce- how to get it right? - Robert Schleebaum, Deerberg Versand GmbH & Bernd...

© Deerberg Versand GmbH 2014© Deerberg Versand GmbH 2014

Content & Commerce -

How to get it right?A peek behind the scenes of

German fashion retailer

Robert Schleebaum: CTO & eCommerce Manager, Deerberg Versand GmbH

Bernd Burkert: Product Manager onion.net, getit GmbH

© Deerberg Versand GmbH 2014

While @ Earls Court 2012

400 employees

0.8 Mio shipments

8 catalogues

4 online shops



Meanwhile in 2014

430 employees

1.5 Mio shipments

8 catalogues

4 online shops



eCommerce Master Plan 2010

Implement:

• SEO-relevant content.

• Expert advice, customer referrals & blog content.

• Targeted content.

• Personalized content.

• Localized content.


Founded 1999 Founded 1999 Founded 1999 Founded 1999

130 130 130 130 employeesemployeesemployeesemployees

100% 100% 100% 100% eCommerceeCommerceeCommerceeCommerce

getitgetitgetitgetit groupgroupgroupgroup

Dortmund, LausanneDortmund, LausanneDortmund, LausanneDortmund, Lausanne

Development

IT Services

Analytics

Design

Frontend


Business Business Business Business areasareasareasareasIntroducing getit

Consulting, Conception, PM / QM, Online marketing

eCommerce

Content management

3rd party integration

Mobile communication

Branding & CI

Interaction Design

Graphics Design

3D

Desktop, Mobile, Responsive webdesign

User behaviour

Recommendations

Analyze and optimize

Testing & Targeting

Application management

E-operation

24x7 Support

Hosting & Housing

Development

IT Services

Consulting

Analytics

Design

Frontend


Experts Opinions

„onion.net stands out of the

crowd by its capacity tointegrate with other systems

in real-time“

Volker Grünauer

Advatera GmbH

Austria

Advanced knowledge sharing

for digital experts and communication managers.


Value Added Content


Product Ratings & Comments


Embedded Blogs


Targeted Content

IP:

~MUC


Targeted Content


Content Uplift

Deerberg Outlet Blog Content = 30% of Traffic


And now for something completely different …

Revenue Uplift


eCommerce Platform

hybriseCommerce

SoftwareMOS

ImportExport

Webservices

onion.netCMS

Stores

Call center

Purchasing

Marketing

…

onlineMarketing

RDE

prudsys

Search

Factfinder

Web-Analytics

Sitecatalyst

Newsletter

Emarsys

Rich Media

Adobe Scene7

Virtual Showroom

Redhotmagma

Customer


Best of Breed Integration


Scoring Model (Excerpt)

Cart abandonment probability?


Incentives

Yourincentive:

order withinhalf an hourto save the

shippingcosts


Smart Incentives

Your incentive:order within half an

hour to save theshipping costs


The Beef?


Revenue Uplift

Visitors 17.675

25,4 %

481.705

74,6 %

Orders77,3 % 22,7 %

Revenue

4% of the visitors generate 25% of the revenue

No incentives Incentives


The Next Level (2014 and beyond)

Present the right content

to the right person

at the right time


Getting the Right Right

CustomerVisitorUnknown


Unknown: Engage and learn (click-trough)

• Positive Emotions

• Width of Portfolio

• Hero Categories & Products


Visitor: Close the first deal

• Explain Brand value

• Recommendations

• Personal preferences

• Similar customers‘ preferences

• Minimize basket cancellation probabilty

• Incentives


Customer: Improve value of relationship

• Recommendations

• Personal preferences

• Similar customers‘ preferences

• Maximise value to Deerberg

(margin, returns, …)

• Engage in social channels


Getting the Right Right

CustomerVisitorUnknown


Go-live in July 2014

?

?

?

??

?

?


Lessons learned

• Try fast, fail fast, improve every day.

• Integrate in real-time.

• Measure everything.

• Automate to get the ‘right’ right.

• Bottom line: If you sell better, it is better!


Faster than the competition?

Some German wisdom:

„You can‘t overtake a car in front of you

unless you leave its lane!“ Bernd Pitschesrieder, when CEO @ BMW



Thank You!

Q & A

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