GUARDIAN OF THE RECIPE

On the trail of the tradition-steeped brand history of Jägermeister BY ANJA FAHS Who isn’t familiar with the imposing stag featured on the green bottle? While the herbal liqueur was deemed suited for celebrating a successful day of hunting or as a nightcap in the 1990s, Jägermeister has become one of the most popular herbal…

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…

Excellency and adaptability of the ISCM

Establishing the organisation of the ISCM is not a single occurrence. The constant change of the digital world requires the ISCM and the company’s digital strategy to constantly develop further while remaining adaptable. The knowledge acquired from the regular provision of the Data Flux can help support implementation. The tasks of the ISCM Advisory Board are extensive. The following questions can be…

Innovative and traditional company strategy

Digital customer portals and apps for sales and after-sales In order to turn customer interactions into positive experiences and to increase turnover, B2B companies have to define a company-wide, long-term target vision on customer interaction. The target vision concerns both digital as well as traditional challenges in order to meet the changed requirements of business customers. B2B customers are…

EXCEED LIMITS

When the extraordinary becomes everyday life BY ANJA FAHS The highly qualified men of the “210th Rescue Squadron” headquartered in Anchorage, Alaska, are specialised in carrying out rescue operations and extreme salvages in the toughest, most remote and most hostile corners of the globe. These men are on constant standby to use their competencies and…

LIKE MY LOOK

The desired outfit with Strellson’s Like-Shop BY NADINE PELZER The Swiss fashion and lifestyle label Strellson has recognised and dealt with the growing importance of social media for company’s communication strategies for a long time. This June, they opened the world’s first online shop, where you cannot pay with money, but with likes. We talked…

Temel Kahyaoglu in conversation with Jochen Wiechen

Temel Kahyaoglu, Chief Analyst TGOA, in conversation with Dr Jochen Wiechen, CEO of Intershop Communications, on the digital evolution As CEO of Intershop Communications AG, Dr Jochen Wiechen took over the management of the company on 1 September 2015, including finance, in addition to the technical departments he had led since 2013 as CTO at Intershop. Previous…

Temel Kahyaoglu in conversation with Dr Bernhard Gründer

Temel Kahyaoglu, Chief Analyst TGOA, in conversation with Dr Bernhard Gründer, CEO of socoto, on target-group-specific communication strategies   Dr Bernhard Gründer has a doctorate in mathematics and has been a Managing Partner at socoto Marketing Management Systems since 2000. One of his focuses is to optimally tailor advertising spending investment to the required target group in…

HIDDEN CHAMPION

Using foresight to become the global market leader BY CHRISTIAN PECHER In addition to the well-known major brands, Germany also has brands of which we are barely aware and whose products surround us in our everyday lives. Many of these manufacturers are global market leaders, their portfolios often comprising many thousands of products. How do…

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…