WITH CLEAR VISION

Mister Spex in the change from Online-Shop to Multichannel-Strategy BY TOBIAS GIESE Mister Spex is the biggest online optician in Germany, and ranks amongst Europe’s biggest online opticians, with a presence in eleven countries and more than 60,000 visitors to its website per day on average. To more than two million customers, the Berlin-based company…

FOODTASTIC

How Metro sweetens their customer’s experience BY CHRISTIAN PECHER The number of online sales has risen rapidly in recent years. Enterprises have to position themselves anew with regard to digitalisation, not only to meet their customer’s demands but also to stay competitive internationally. Next to the implementation of new technologies into existing IT structures, the…

FUTURE-ORIENTED

Insights into the digitalisation strategy of the Intersport Group BY SOPHIA BLANK All journeys start with an initial step, this is also the case for the digitalisation journey that virtually all companies have to embark on today. And Intersport – the largest medium-sized retail cooperative within the sports retail sector – is also making swift…

ALL-ROUND SUCCESS

Product information and customer requirements in a nutshell BY YAEL DAVIDOWITZ-NEU Today’s hyperconnected consumers have more choices than ever, and their expectations of brands have increased accordingly. Buyers use multiple sales channels and expect to be able to travel through them seamlessly, which means that all customer touch points must offer accurate, timely and consistent…

PERFECTLY POSITIONED

Tailor-made solutions for a successful agency BY JOACHIM FISCHER Stagnating or falling marketing budgets, a growing number of media touchpoints and shrinking marketing departments, make it impossible for many clients to meet the challenges of communication. The consequence is an increasing demand for comprehensive consultation and made-to-measure concepts designed to work on all channels.  How…

DEMOCRATIC DESIGN

Ikea’s Head of Design Marcus Engman in an interview BY NADINE PELZER Only very few enterprises enjoy as much affection among people across the globe as the Swedish furniture and home furnishing company Ikea. The wonderful, diverse designs on offer at Ikea’s countless emporia allow everybody to express their personality. However, just what steps the…

The eight focus markets of EDEN

Register now at http://www.edenstudy.com and be part of Europe’s first digitalisation study of its kind. Find out your personalised EDEN Level and learn about the detailed individual evaluation of the main software markets which play an essential role in our EDEN study. They are broken down by: industry, wholesale, retail, mail order and other sectors. The following graphics visualise…

BUSINESS IN BEAUTY

L’Oréal and the business of networked beauty BY SANDY STRASSER Global cosmetics giant L’Oréal invests more in its digital business. To CEO and Chairman Jean-Paul Agon, eCommerce can be considered as more than just an additional income source for the company. Instead, it is the new engine for growth. During an analysis offered as part…

NEXT GENERATION

Cult brand Abercrombie & Fitch reinvents itself BY ANJA FAHS At the end of the 19th century, someone stepping into ‘Abercrombie & Co’, a small shop on the waterfront in downtown Manhattan, would have found him- or herself in the midst of a large selection of expensive and in some cases quite exotic outdoor and…

SUCCESS IS IN THE PRODUCT MIX

Orsay persuades with bright omnichannel BY JÜRGEN BURGER There is hardly any industry spinning faster than fashion. Collection chases collection as customer preferences change virtually monthly. Fashionable companies, especially those with young target groups, must thus offer new products practically every week to ensure consumers’ continued interest in the brand. Even for the most experienced,…

FUTURISTIC SUPERMARKET

Amazon focusses on stationary retail using sensors instead of cash registers BY DR CLAUIA PELZER A supermarket with no queues at the checkout – but with lots of high-tech and sensors in the shelves. The amount due is simply debited online upon leaving the store. No more annoying queuing at the checkout. The online retail…

DYNAMIC, NOT STATIC

Effective content is a matter of data management driven by demand BY MATTHIAS KANT Communicating across all channels is a challenge all companies face in times of cross-channel. But only those that provide high-quality information in their external communication while creating a personalised customer experience will have success in the long-term. Modern content management must…

MULTILANGUAGE

Learning to understand the customer’s language BY RAM APPIKATLA Nowadays market analyses show significant change in behaviour and demand of retail. It is therefore imperative for retailers to not only have a physical presence but to be present across channels also – to engage in omnichannel retailing ideally. To do this efficiently, targeted and while…

ON THE GO

Mobile shopping for advanced consumers BY JANINA EGE Shopping was still relatively simple in the nineties. Now, however, technical achievements such as the smartphone and changing consumer behaviour are transforming the shopping process. According to a study by Demandware, a Salesforce company, the traffic channel that brings in the most customers for retailers is mobile….

SENSE OF FORM

Understanding mail-order as a precision craft BY SANDY STRASSER Delighting people with what you do is often precisely the factor that decides one’s degree of success in the catering industry, the food retail sector and the hotel and restaurant trade, among others. In addition to personal commitment, high-quality, visually-attractive presentation is also what counts here…