As one of the first German retailers, the Hamburg-based individual company OTOO recognised in 1995 the importance of the Internet for the industry and launched a first version of today’s largest German online shop for fashion and lifestyle (B2C). 20 years later, the success of the 2015 winner of the German eCommerce Award is based on a responsive design software developed in-house. With a corporate vision defined with all staff, the appointment of an executive offers for IT to the board of management, and investment in business intelligence, the Hamburg traders will speed up their journey into the digital future.
Leading Online Retailer
In October 1995, Otto announced in its staff journal: Since 5 September, the Otto Versand has been present in the world’s largest computer network Internet. Further experience with interactive media will now be collected.” 20 years later, OTTO has been confirmed as the leading online retailer in the fifth consecutive year with a growth to 2.335 billion euro in sales (fiscal year 2014/2015). Entrepreneurial vision, the courage to test new technologies at an early stage, and to implement them for the benefit of customers have paid off:
• OTTO is the largest German online retailer for fashion and lifestyle (B2C).
• OTTO is the German market leader in the online sale of furniture.
• Almost every second washing machine ordered online comes from OTTO.
• otto.de today reports more than a million visits per day.
• Customers can choose from over 2.1 million articles at OTTO.
• The online share of OTTO is already more than 85 per cent.
• Approximately half of the visitors open otto.de on a smartphone or tablet.
With Responsive Design for Success
A significant milestone in the company transformation was the conversion of otto.de a house to an in-house developed software shop in October 2013. With this step, OTTO laid the foundation for the subsequent implementation of its responsive shop design, which optimises the display of otto.de on different devices. To speed up the journey to the digital future, the management board has been enlarged with Dr Michael Müller-Wünsch’s appointment as chief executive officer of IT (effective 1 August 2015). Also, substantial investments will flow, for example, into business intelligence to provide customers of otto.de with relevant offers in real time. Overall, the company plans to invest a three-digit million su in the current financial year into thee product range, technology, and brand development.
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