NEOCOM 2017: Take care of your Data!
The one thing all statements had in common: You should take care of your Data!
Speakers like Thomas Schenk from Otto Group, Steven Mattwig from Tom Tailor Group, Philipp Markmann from L´Oréal Deutschland and Dr. Felix Kreyer from Marc O´Polo talked about their success stories and gave insights into their digital transformation. A summary in one sentence: Relevant data you need at specific touchpoints or channels should be available at the right time at the right place AND in the right quality. Steven Mattwig, Head of E-Commerce at Tom Tailor Group asked furthermore an extremely interesting question, that refer to a brand and retail topic which parsionate discusses in detail with lots of our customers at the moment: “Marketplace-Business from a brand perspective – partner or enemy?”
One thing, that differentiates Marketplaces (open ones like Amazon or Ebay or closed ones like Zalando or Otto) from other channels, is the level of content restrictions and quality gates. Having your own data in the required quality means an enormous challenge for companies. Some marketplaces are very strict when it comes to pictures (quality, type, amount), some need specific parameters within the description texts (length, keywords etc.) or need a defined amount of USPs per Article. Tom Taylor was able to get fairytalelike turnover growth in e-commerce again. Not only relying to the nowadays standard basic e-commerce channel like their own webshop, they dive to a strict omnichannel strategy with marketplaces and thus successfully opened up another channel in e-commerce.