Case Study

How Otto Group is using EDITED to lead the future of retail around the world

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  • Fabia
  • Ottojapan
  • “EDITED data 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 and it’d be greatly missed.” – Tobias Caldeweyher

    “Otto Group has continued to partner with EDITED over the past four years because we’ve seen clear results.”

    Tobias Caldeweyher
    Head of E-commerce Analytics for Otto Group

    As the Head of E-commerce Analytics for Otto Group – one of the world’s largest retailing corporations – Tobias is in charge of leveraging internal and external insights across the entire organization. No small feat considering the group spans over 123 companies and across more than 30 countries. So to say Tobias’ access to reliable market data is “important” would be a vast understatement.

    “Before we had EDITED, 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.”
    From Tobias’ strategic perch that amounts to nothing less than an operational sea change. Previously unanswerable questions can now be answered; and others can be answered faster.

    But for Otto Group, and the 17 billion euros it aims to bring in annually by 2022, EDITED hasn’t only helped make sure its assortments are airtight. It’s also enabled something more ambitious – a start-to-finish transformation of how its teams plan, stock, price and grow.

    “EDITED 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.”
    Tobias Caldeweyher
    Head of E-commerce Analytics for Otto Group

     

    Helping Otto Group’s apparel brands achieve 1.8 billion euros in revenue

    Over the past four years, Otto Group has integrated EDITED into the everyday processes of eight of its key brands, upgrading everything from daily trading, strategic planning, market expansion and more. It’s cemented Otto Group’s no-going-back commitment to leading retail’s future through, what Tobias calls, “data-driven decision making.”

    “Recently, Otto Group’s bonprix and About You saw revenue increases equalling a combined total of 1.8 billion euros.

    Part of this success can be attributed to their buying, merchandising and marketing teams successfully acting on the insights gained from EDITED.”

    Tobias Caldeweyher
    Head of E-commerce Analytics for Otto Group

    Those decisions are helping pick winning products, perfectly priced and precisely timed, 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 revenue to the tune of multi-millions.
    Here’s proof. Last year the Otto-owned brand About You increased its revenue by 382 million euros after only four years in existence. Its sibling brand bonprix (not to be outdone) posted a 5.6% increase in sales, bringing its yearly intake to 1.5 billion euros. A testament to the skill and ambition of their teams, and a little help from something else.

    “Part of this success can be attributed to the brands’ buying, merchandising and marketing teams successfully acting on the insights gained from EDITED,” says Tobias.

    “Fashion, in particular, is an industry which has historically relied on opinions and less on facts. Not by choice but just by circumstance. EDITED 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,” says Tobias.

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    Overall, the competitive advantage EDITED has brought to the group companies is notable.

    About You relies on EDITED data to create ironclad brand portfolios, tailored to meet the needs of the new markets they’re looking to enter into. Whereas Otto Japan’s FABIA has focused their usage on repositioning the brand’s pricing and product offering towards work attire that’s more functional over feminine.
    And finally, international fashion brand bonprix, has used EDITED over the past four years to optimize their price-value ratio, ensuring they’re always priced right in their local and international markets.

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    Through rigour and clear strategic focus, Otto Group has been able to achieve significant growth by using EDITED to excel in one of the world’s biggest industries.

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