The Challenge
The Otto Group began in Germany as a mail-order footwear and fashion catalog company. The firm grew rapidly and was an ecommerce pioneer, becoming a market leader throughout Europe and expanding into targeted fashion and lifestyle brands, retail, services, and more.
The e-commerce analytics group at Otto Group is in charge of leveraging internal and external insights across the entire organization. Given the scope and scale of this global organization, access to reliable market data is of paramount importance.“Before we used the EDITED Market Intelligence technology, it took eight full-time people working up to four weeks just to collect the data. Additional time would then have to be spent analyzing it. Now, collecting and analyzing data takes one person half a day. It’s refocused my attention from gathering data to acting on it,” said the head of e-commerce analytics at Otto Group.
Since 2014, the Otto Group has integrated EDITED Market Intelligence tools into the everyday processes of its key brands, upgrading everything from daily trading, strategic planning, market expansion and more. EDITED data helps pick winning products that are priced right and precisely timed, with product dropping when demand is ramping up, and selling out as it cools down. It’s also helping open up new markets, reposition brands and increase revenues.
“Recently, Otto Group’s Bonprix and About You fashion platforms saw revenue increase to a combined total of over 1.8 billion euros,” said the head of e-commerce analytics at Otto Group. “Part of this success can be attributed to the buying, merchandising and marketing teams successfully acting on the insights gained from the EDITED Market Intelligence technology.”
“Otto Group continues to partner with EDITED since 2014 because we’ve seen clear results. The EDITED Market Intelligence technology helps support the many product, price and timing decisions our teams make every day. Without it we’d be losing crucial insights into the state of our key markets.”
The Solution
“Fashion, in particular, is an industry which has historically relied on opinions and less on facts. Not by choice but just due to circumstances,” commented the head of e-commerce analytics for Otto Group. “EDITED Market Intelligence technology allows us to discuss critical retail decisions based on hard data – giving us the full 360 perspective when combined with our internal numbers. With quantified figures, it’s really fact versus fiction.”
“Otto Group continues to partner with EDITED since 2014 because we’ve seen clear results. The EDITED Market Intelligence technology helps support the many product, price and timing decisions our teams make every day. Without it we’d be losing crucial insights into the state of our key markets,” says the head of e-commerce analytics for Otto Group.
Working with EDITED Market Intelligence data has cemented Otto Group’s no-going-back commitment to leading retail’s future through data-driven decision making.
