E-CHANNELS DAY 2017 – PLAYING SUCCESSFULLY IN THE PLATFORM WORLD
A few years ago it was still issues such as verticalization or direct sales that concerned manufacturers, dealers or retailers, today more and more providers are asking themselves how they should deal with the trend of the “platform economy”. At the E-Channels Day (ECD), which took place on May 23rd in the Wappenhalle, renowned industry insiders, including About You, Galeria Kaufhof,Klingel, SportScheck, and Zalando on the advantages and disadvantages and outlined possible strategies for success.
And it is indeed not easy to find the right path for yourself here. With Amazon, Alibaba and Co, the role models seem too inaccessible, too few best practices point the way to successfully adaptable business models. There are currently two main characteristics – either as a retailer you become a marketplace yourself and integrate third-party ranges following the example of Amazon, Zalando or Otto. Or you can use the marketplaces as an additional sales platform for your own range and thus risk dependencies and interchangeability.
Even Jochen Krisch, industry analyst and blogger from excitingcommerce.de, could not name a simple formula for success on the ECD. However – and here he was very specific – from his point of view only real big players with an annual turnover of at least one billion euros have the potential to be really successful as a marketplace. But that’s not all: “The retailer must be able to think in terms of“ services ”apart from trading in goods,” reveals Krisch. “Because in addition to access to his customers, he can develop new sources of income above all with logistics, marketing or IT services.” However, he expressly advised against founding “green field marketplaces”. To be successful, you have to give the customer a reason to go to your website. Therefore, he also gives the established online shops the best starting opportunities for a platform career. Because only those who offer the customer a real and unique benefit – like Amazon with its perfect fulfillment or Zalando in the convenience sector, have a chance in the battle for customers and additional retail partners. By the way, he sees a lot of potential in the areas of “Inspiration” and “Mobile”, as there are no clear leaders in the market so far.
Even if at the end of the event there was no clear recipe for success on the subject of “platform economy” on the tray, the discussion showed one thing: The development of marketplace strategies is only just beginning and with the opening and changing of retail, completely new business models emerge Moment are not even foreseeable. Only one thing is certain: the dynamics of e-commerce will not slow down anytime soon. And as a final motivation for the audience, Krisch revealed:
“Amazon will continue to grow and get bigger and bigger. But the bigger it gets, the more space there will be for innovative ideas and models that a big player can no longer easily implement. “
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