1. Go Germany -
Conquering the German Online Market
as an International Brand
Frankfurt, 2nd Sportwear International E-Fashion Summit 2011

2. A brief introduction
to SinnerSchrader

3. SINNERSCHRADER AT A GLANCE
Top-10 digital agency in Europe
(Forrester Digital Agency Review 2011)
Strong focus on e-commerce – since 1996
400+ talented people: Consulting/Creation/Technology 25/25/50
Offices in Hamburg, Berlin, Hanover and Frankfurt
Owner-managed, independent, publicly listed, growing fast & profitable

4. REVENUES / EARNINGS 1996 - 2011
30,9
23,9
20,9
18,3
15,7
14,2
Net revenue in mill. € 13,0 13,2
12,2
11,4 11,3 10,8
4,0
1,5
0,3
EBITA in mill. €
96/97 97/98 98/99 99/00 00/01 01/02 02/03 03/04 04/05 05/06 06/07 07/08 08/09 09/10 10/11

5. SINNERSCHRADER GROUP
GROUP
ADVERTISING DIGITAL STRATEGY
CRM
WEB DEVELOPMENT
E-MAIL MARKETING
mediaby
TECHNOLOGY
CONTENT PRODUCTION
ANALYTICS
PERFORMANCE MEDIA
TARGETING E-COMMERCE
NEW SCREENS
MEDIA TECHNOLOGY FULL SERVICE
DIGITAL MARKETING DIGITAL MARKETING DIGITAL MARKETING
CAMPAIGNS PLATFORMS PROGRAMS

6. OUR FASHION CLIENTS

7. EXPERIENCE IN GLOBAL E-COM ROLLOUTS
Globale rollout and maintenance of international online stores
of all luxuary brands by PPR.

8. BOTTEGA VENETA

12. STELLA McCARTNEY

13. STELLA MCCARTNEY

15. The German online buyer
Successful e-commerce in Germany
Market entry strategies

16. THE GERMAN ONLINE MARKET IS THE
LARGEST IN EUROPE - WITH RATHER LOW
ONLINE SPENDINGS PER CAPITA
(6M)
Source: DIBS E-Commerce Survey, 2010

17. GERMANS LIKE TO BUY ONLINE -
BUT NOT FROM FOREIGNERS
59% of individuals use e-commerce (16-74 years) Only 8% buy goods from foreigners
Source: Eurostat, 2010

18. HEARSAY ABOUT
THE GERMAN ONLINE SHOPPER
Always looking for a
Very price sensitive
%discount
Complaining very often
Causing high
return rates
Strong in comparing prices
Not too fashionable

19. THE REALITY: GERMAN ONLINE SHOPPERS
SEEM TO BE ALWAYS LOOKING FOR THE
BEST OFFER
Keeping your online store highly accessible is a must!
Source: Oracle European Consumer Views of E-Commerce, 2010

20. A GERMAN SPECIALTY: HIGH ACCEPTANCE
OF INVOICE PAYMENT, ESPECIALLY IN
FASHION E-COMMERCE
From our experience:
Acceptance of invoice payment
up to 85% of all orders
in individual online stores!
Source: DIBS E-Commerce Survey, 2010

21. THE BIG QUESTION: TAKE A CENTRALIZED
OR A LOCAL APPROACH?
Planning your entry to the
German e-commmerce market
Sales potential low / Sales potential high
uncertain
Focus on a centralized approach Be courageous and go for the local
keeping extra costs low! approach, you will be rewarded!
As stated above, the German online market is one of the largest in Europe.
That‘s why you think twice about being courageous.

22. COPING WITH THE CHALLENGES LOOKING
AT YOUR E-COMMERCE SETUP
A global e-com platform
Marketing is a good starting point!
(adserving, retargeting, search)
Content Frontend (E-Shop) CRM / Community
(product data, fotos, cms) (customers, segments, social)
Warehousing Backend Customer Service
(inventory, shipments, returns) (inbound, outbound)
Financials
(PSP integr., bank, accounting)

23. LOCALIZING EVERY COMPONENT OF YOUR
E-COMMERCE INGREDIENTS
Efficiency: Finding the
right marketing mix
The basics: Localized Engagement: Talk the
Marketing
content is a must (adserving, retargeting, search) language of your customers
Content Frontend (E-Shop) CRM / Community
(product data, fotos, cms) (customers, segments, social)
Warehousing Backend Customer Service
(inventory, shipments, returns) (inbound, outbound)
Speed: Consider using a Financials
(PSP integr., bank, accounting) Credibility: Use native
local distribution centre speakers to represent
your brand
Convenience: Adapt to
local payment methods

24. SUMMARY: A STEP-BY-STEP GUIDE
TO ENTER THE GERMAN ONLINE MARKET
1. Screen your market potential and your competitors in the German market,
make sure to be very clear on your regional USPs.
2. Build a separate business plan for your market entry strategy
taking into account all regional characteristics (such as tax and return rates).
3. Find local e-commerce specialists to localize your content,
your marketing strategy and your e-commerce processes (like payment).
4. Set up the German roll-out as a separate project on your global e-com platform,
beware of interference with other projects on your e-com roadmap.
5. Launch courageously and keep close track on your local KPIs,
focus on payment and returns.

25. Thank you!
Moritz Koch, Managing Director
http://www.next-commerce.com/