WHAT'S THE STORY
T h e F u t u r e – W h e r e?
MARC O’POLO
“CREATE CLEAR DIFFERENTIATION” Marc O’Polo is pushing ahead with the international expansion of its online business. The collections are now available in Poland, the Czech Republic, Romania, and Hungary – in a total of 20 countries – via country-specific shops and an English-language shop. Vanessa Platz, the Director eCommerce at the Stephanskirchen-based company, explains how Marc O’Polo intends to stand out in international competition. Interview: Stefanie Buchacher. Photos: Marc O’Polo
The competition in the online business is fierce. How does Marc O’Polo position itself in the interplay of its own e-commerce and sales via platforms? More than ever, it is important to reach customers where they are. That is why the perfect interaction between our own online shops and platforms is a key success factor. In conjunction with our own online shops, platforms offer us access to additional customers and new sales opportunities. On an international level, established platforms support us in opening up new markets. In order to be successful as a brand in the long term, it is necessary to evaluate one’s own profitability on platforms and then adjust accordingly. What is necessary to stand out and build your own profile? It is crucial to create differentiation that customers can identify – not via discounts, however. We tend to succeed in doing this very successfully through a wide variety of promotions. Examples include our “Black Fashion Week” limited edition and our “online only” collections. The latter are offered regularly in our online shops. How do you manage to engage your customers? The central component of the programme is to collect bonus points, so-called Memberries, based on revenue generated. Customers receive shopping vouchers for these points, which is, in turn, an activation mechanism for further 128
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“The Members Programme promotes the increasing international customer loyalty,” says Vanessa Platz, the Director eCommerce at Marc O’Polo.
purchasers. In addition, we invite customers to special events or surprise them with special gifts while they are shopping. Omni-channel services facilitate shopping across channels in online and brick-and-mortar stores. The programme is very well received. We are currently launching it in six export countries. Marc O’Polo is strongly committed to international expansion. What is the focus regarding the connection between online and offline, as well as the customer loyalty programme? The Members Programme, with its omni-channel services such as Click & Collect, Reserve & Collect, and Instore Orders, is the foundation for linking the online and offline world. Our focus is on the systematic further development of these services and their international rollout.
