Tech Tools gibt es mittlerweile wie Sand an Meer. Wenn das Business wächst und man diese Tools erfolgreich im Omnichannel Umfeld nutzen möchte, dann muss der Fokus auch bei den Mitarbeiter*innen liegen. Sie im Prozess einzubeziehen ist maßgeblich – sie sind der „E“-Faktor. Die Präsentation wird einen Blick auf erfolgreiche und weniger erfolgreiche Beispiele werfen.

Der “E”mployees Faktor in E-Commerce

Douglas is the leading premium beauty platform in Europe and scaling its platform and marketplace model step-by-step across the continent. Based on the #FORWARDBEAUTY.digitalfirst strategy Douglas combines its online-shop, marketplace partners and offline stores on a connected and data-driven digital platform. Max explains the journey of Douglas from a brick & mortar retailer to becoming a digital company and emphasizes the curated marketplace and its effects on all relevant KPIs as well as assortment and online marketing channels (e.g. SEO).

Becoming the leading beauty platform with a marketplace model

Covid-19 has changed the behaviour off customers in e-commerce. Digital sales go up and the push towards digitisation is a major chance for all retail companies. There are some important changes within the behaviour and wants and needs of potential customers. In our expereinece, due to social distancing, the emotional approach, the push towards digital experiences individualised for the suctomers is a new development with tremendous possibilities for retail companies. We can share some interesting insights of positive cases and interesting trials with different reactions by our customers, which can be an inspiration to other companies to focus on the digital experience and emotional content driven marketing.

Emotional is the new digital - how to sell products online in times of Covid-19

Operational Excellence

Don't get me wrong, things are really great at KORA MIKINO. We are a sustainable femcare brand, growing rapidly without venture money and transforming the European Hygiene market. We usually sell out new products in a day or two. But to get there we made tons of mistakes - small and big ones. Mistakes equal learnings, and we are all about sharing our learnings with others.

55 Marketing Mistakes we made since launching our period underwear brand KORA MIKINO.

No user journey is ever the same – why should user experiences be always the same?
User journeys are highly dynamic: They change fast and constantly based on changing needs, habits and contexts. E-Commerce experiences need to be as dynamic, personalised and unique as these journeys.
AI-based tools can assist and automate the creation of highly dynamic experiences, to address users on their individual journeys. But how can we use machines to design experiences for humans? 
The presentation will show, how we can seize the opportunities of this change as ux professionals, e-commerce experts and decision makers. It will show how user experiences of the future can be designed today (and tomorrow).

Future UX: Designing dynamic experiences with AI-driven design

Case study about PimCore implementation in B2B e-commerce company - TIM S.A.. A story how we moved from custom PIM to PimCore, opened our system to Suppliers, developed the dropshipping business model and how we deal with vary importing schema.

Expand product catalogue by opening PIM to your partners using PimCore

SEO can be tough enough on a local level, but making it work on a global level is when you really can benefit from scaling effects and the full power of SEO as an user acquisition channel. With a case study from one of our clients, I want to show how you can make SEO work on a global scale. Henkel is one of the leading companies within the adhesive industry. With brands such as Pattex, Loctite, Rubson, Unibond, LePage we took on the challenge of moving from a brand-centric way of thinking to a customer-centric approach. Our focus was on upper funnel content, to provide additional information about Henkel’s products and how to use the product portfolio in different scenarios. By doing so, we were able to attract record-high amounts of organic visitors to the Henkel brand websites and become more independent from traditional paid advertising channels.

Global SEO: Think Global, Act Local

Wouldn't it be nice to always reach customers exactly where they want to be reached, at the right time and with the right message? There is a solution for that: Onsite-Personalization! Anna-Katharina Knarr, VP Account Management at trbo, uses tangible examples and cases across different industries to show how the smart combination of data, technology, actions and testing can improve the user experience and thus important KPIs such as the conversion rate.

Up to 21% Conversion Rate Uplift: How personalization can help

China is very different - and that's also in marketing. Instead of Google, Facebook, Amazon & co. there is WeChat, Baidu and Alibaba. The type of advertising and sales are very different, in terms of content, targeting, and visual. From many digital campaigns played out in China as well as a completed “internship” in China, Pascal reports on the essential differences, pitfalls and experiences. He presents a selection of apps and their possibilities. This lecture is right for you if you can answer YES to the following questions: • What does marketing look like in China - and what may we have in store for us soon? • Should I advertise in China? • How should I go about this? • How does online marketing work in China? • Would I like to learn something completely different and broaden my horizons?

Marketing in China

Consumers love to shop online. BUT do they consider it to be sustainable? AND what exactly is unsustainable about E-commerce in the eyes of consumers? 
We have surveyed 2 000 German consumers to find out. 
The presentation reveals consumers’ views on the sustainability impact of hot E-commerce topics including buying local vs global, transportation, returns and packaging. We have also investigated consumer views on carbon offsetting.
Join me for an exciting presentation that will help you understand your consumers’ view on the sustainability of your E-commerce!

What is sustainable E-commerce according to consumers?

Imagine that you are facing a problem and need help. Wouldn't you expect to be able to choose the right communication channel (e.B. phone, email, self-service portal, chat) by yourself, when and how it suits you? And wouldn't it be wonderful if we could use AI to identify the most qualified employee who can best and most purposefully take care of your individual needs? Let´s take a look how we handle it……

„Artificial Intelligence“ - The customer journey doesn´t stop beyond dunning

Bei der Betrugsprävention fokussieren sich Retailer und die Finanzwirtschaft häufig nur auf Teilaspekte. Das Risiko eines Zahlungsausfalls kann beispielsweise durch die Über- prüfung der Identität, Adressen und vorhandener Zahlungserfahrungen sehr gut einge- schätzt werden. Kriminelle missbrauchen allerdings gerade gute und unauffällige Identitäten für ihre Zwecke. Die Betrachtung rein physischer Daten wie Name, Adresse oder Geburtsdaten allein genügt nicht mehr, um die aktuellen Betrugsformen wirkungsvoll zu bekämpfen. Dieser Vortrag erklärt, wieso dies so ist und stellt das Konzept der Behavioral Biometrics (verhaltensbasierte Biometrie) vor. Damit lassen sich Lücken in der Betrugsprävention sinnvoll schließen. Die intelligenten Mechanismen minimieren die Risiken, die sich aus Angriffsversuchen durch Bots und der Übernahme von Benutzerkonten ergeben. Dieses Mehr an Sicherheit geht dabei nicht zu Lasten der User Experience im Umgang mit Shop, Serviceangeboten und Apps.

Betrugsprävention neu denken - Dank Künstlicher Intelligenz und verhaltensbasierter Biometrie

A growing group of consumers are consciously searching for and shopping with brands that are aligned with their own values; asking where products originate from and what impact they are having on society and the environment. In his presentation, Efe Acunaz sheds light on the “Greta effect” in retail and how it is changing the consumer journey. He shares insights and best practices from merchants, such as Mioboards that successfully sells eco surfboards that are completely wooden, yet offer a high-performance design.

The Greta effect in retail – How to reach a new generation of conscious shoppers: Insights from merchants

Neue Rolle, neue Regeln, neue Käufer – im vergangenen Jahr hat sich der Online-Handel in Deutschland, bedingt durch die globale Pandemie, grundlegend gewandelt. Es kauften mehr Menschen erstmals online, entdeckten neue Shops und nutzen Cross-Channel-Shopping-Optionen. Auch der Abschied vom Third-Party-Cookie fördert Veränderung. Marken wollen näher an ihre Zielgruppen heranrücken, eigene Vertriebswege und First-Party-Datensätze sammeln. Wie wirken sich diese Veränderungen auf den Handel aus? Welche Konzepte und Strategien bringen Retailer 2021 online zum Erfolg? Und wie wird der Offline-Handel zur Wertschöpfung beitragen? Corinna Hohenleitner, Country Director DACH bei Criteo, beantwortet diese und weitere Fragen anhand aktueller Studien und Cases.

E-Commerce im Wandel: Was kommt, was bleibt?

Besonders Kunden von Fashion Stores erwarten auch Online eine top Shopping-Experience. Personalisierung bietet deswegen absolutes Uplift-Potenzial für Shop-Betreiber und ist nicht nur ein Mode-Trend sondern ein Must-Have Piece in der Optimierungs-Strategie. Erfahren Sie anhand von Best Cases welche Strategien Erfolg garantieren.

Die It-Pieces für deine Personalisierungsstrategie - mit der richtigen Shopping Experience zum Fashion Leader

Selling your e-commerce business is a big step and it takes careful strategy to identify the right buyer in order to maximize that exit. With the influx of investor money coming into the aggregator category, sellers have no shortage of options when it comes to selecting a buyer that promises to grow their business further and pay them handsomely for the brand they've built. In this session, Sami Turkie will discuss the top questions you must ask in order to make sure the buyer you've identified will make good on their promises, has a track record of success, has the right funding to pay you in full, and will be the right partner for you long-term. Ecommerce sellers will also get an inside look into what it’s like to sell their business to a buyer - from negotiations to migration to close. Thrasio has evaluated more than 6000 businesses and acquired over 100 businesses since 2018.

It's a Seller's Market: The Top Questions Sellers Should be Asking Buyers before Signing an LOI

VR Payment China Solution is an innovative integrated service solution that seamlessly combines Alipay and WeChat Pay Point of Sale (POS) and eCommerce tools.
It combines location-based marketing tools within Alipay and WeChat pay to attract outbound Chinese tourists and local Chinese residents into the German merchants POS and turning them into a loyal customer for lifetime. 
It simplifies communication, increases the conversion at the POS and enables the Chinese customer to do recurring purchases via the merchants embedded “VR Payment China Solution / WeChat mini app” cross border eCommerce store.

Chinese love made in Germany - Neue Kundensegmente für deutsche Händler durch gezielte internationale Omnichannel Digitalisierung

Clouds are expanding all over the world. We need to adapt to changing environments. Cloud Computing is present in relevant IT industry sectors with high performance Levels. But why do we need Cloud? Why is it important to use Cloud technology in E-commerce and what chances offers the Cloud for our Ecosystem and Community? These are essential topics that persons who manage small, medium and large online shops need to know to make strategic decisions, create visions and inspire their customers. Are there alternatives? Let us grow together!

The purpose of Cloud for your future

Since the enforcement date of PSD2 regulations, merchants doing business across Europe have been impacted by the need for Strong Customer Authentication (SCA). The impact is particularly severe in Germany, with some merchants experiencing a 40% reduction in conversion rate. 3DS declines, abandonments, and failures are harming both the customer experience and merchant revenues - but there is so much that can be done to reduce this impact.

In this session, we will cover:

PSD2 impact: The latest 3DS conversion data for Germany and other major European markets from Forter’s global network
Exemptions: What exemptions are available and what can merchants do to obtain more PSD2 exemptions?
Questions to ask: How to work with your fraud and payments partners to optimise for PSD2 and reduce revenue loss.

How much revenue are you losing to PSD2 and how can you avoid it?

Ein viel diskutiertes Thema im Online-Marketing ist das Profit-Tracking im Vergleich zum ROAS-Tracking bei Werbeausgaben. Channables Partner-Agentur Semetis konnte unter Einsatz des Feed Management und SEA-Tools den Gewinn ihres Kunden dmlights um 130% im Vergleich zum Vorjahr steigern. Welche Rolle verschlüsselte Gewinnmargendaten, die Automatisierung von Suchkampagnen und ein cleverer Umgang mit dem Smart Bidding Algorithmus spielen, präsentiert Tom Maier in diesem Use Case.

ROAS vs. POAS - In 3 Schritten zu gewinnoptimierten Kampagnen

Google und Facebook sind führend, wenn es um die programmatische Werbung geht. Dabei ist jedoch nur wenigen Playern im Markt bewusst, dass Amazon mit der eigenen Demand Side Platform (DSP) das Ausspielen ebendieser Werbung am effektivsten ermöglicht. Im Rahmen der Keynote werden die Möglichkeiten der Amazon DSP am Beispiel von Prime Day und Black Friday anhand eines Praxiscase mit unserem langjährigen Kunden De'Longhi Group Deutschland vorgestellt.

ameo & De'Longhi Group | Amazon DSP: Events wie Prime Day & Black Friday gezielt nutzen

The Mercedes me Store app is an exemplary showcase for a web-based e-commerce shop that converts into an in-car commerce marketplace directly affiliated to the product. The app not only is the mobile marketing and sales channel for all services regarding connected cars – but also the pivotal marketplace for the ever-expanding offering of Mercedes-Benz and its partners. Through the interlocking of the e-commerce app Mercedes me Store and the central control app Mercedes me, the intuitive usage and convenient purchase close ranks. Same applies for supply and demand. Within a few weeks, the Mercedes me Store app was available in 32 countries, attracted over 300,000 users, and increased the conversion for connected services evidently. The factors of success: a personalized offering, a seamless integration in the app family, as well as a consistent user experience across all channels. Especially the checkout process wows the users because of its briefness: only three fast steps from selection to purchase—right at the same spot where customers use connected services every day anyhow. With their smartphones, in the cars. Easy as Amazon. This advance increases both, customer satisfaction and retention, and boosts cross and up selling. Scalability is a built-in feature, too when it comes to technology: The mere e-commerce functionality is available as an encapsulated software development kit. This allows a much faster time-to-market for future vehicle-based services.

From Zero to the Top: the E-commerce App for Connected Services Will Soon Emerge to Become a Scalable Marketplace for Mercedes-Benz

Join our session to hear how Hugo Boss, the renowned upper premium fashion company, has successfully expanded its online store and grown its international online business by providing customers in dozens of markets across the globe with a seamless localized experience, tailored to local shopping preferences, using advanced technology and a unique data-based best practices model.

Growing D2C international e-commerce and expanding into new markets: The successful expansion of HUGO BOSS

Growing D2C international ecommerce and expanding into new markets: The successful expansion of HUGO BOSS

The E-commerce Germany Awards are coming back for the fourth time in 2021. The prestigious contest, connected with a special gala, to sum up and award the winners, has become a true gem in German e-commerce events’ calendar, gathering increasingly more submissions year by year. The E-commerce Germany Awards Ceremony was converted into a virtual event due to the current situation.

Over 330 companies took part in the E-commerce Germany Awards 2021. During the broadcast, the winners of 10 prestigious categories are announced and rewarded. 

The main sponsor of our gala is Hypernode - an advanced cloud hosting platform for E-commerce platforms, such as Magento and Shopware, as well as the founders of MageReport.com (previously known as Byte).

E-commerce Germany Awards Ceremony

The E-commerce Germany Awards are coming back for the fourth time in 2021. The prestigious contest, connected with a special gala, to sum up and award the winners, has become a true gem in German e-commerce events’ calendar, gathering increasingly more submissions year by year. The E-commerce Germany Awards Ceremony was converted into a virtual event due to the current situation. Over 330 companies took part in the E-commerce Germany Awards 2021. During the broadcast, the winners of 10 prestigious categories are announced and rewarded. The main sponsor of our gala is Hypernode - an advanced cloud hosting platform for E-commerce platforms, such as Magento and Shopware, as well as the founders of MageReport.com (previously known as Byte).

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Matthias Genz

Max Melching

Nina Geiss

Claes Larsson

Julia Rittereiser

Dr. Christian Kahl

Jan Żaba

Matthäus Michalik

Peter Hartmann

Anna-Katharina Knarr

Pascal Volz

Mikael Fristedt Westre

Michael Renz

Dr. David Piper

Efe Acunaz

Corinna Hohenleitner

Thomas Kammerer

Malina Schwab

Sami Turkie

Stephan Schmidt

Marco van Eersel

Nico Girardi

Aaron Begner

Tom Maier

Sascha Völkel

Kai Müller

Marco Gehrig

Mark Batty

Aisha Khalid

Virtual Ceremony

Virtual Ceremony

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Lucas Business Development Manager

lucas@ecommerceberlin.com+49 157 7254 7327

Peter Project Manager

peter@ecommerceberlin.com+49 302 555 98 75

lucas@ecommerceberlin.com
+49 157 7254 7327

peter@ecommerceberlin.com
+49 302 555 98 75