UNLEASH POTENTIALS

The ability to create honest value as a guiding star for successful leadership By Umasankar Diddi A friend once said, a man is honoured for what he gave and not for what he received. That seems like a common thread with great personalities we adore – be it reformists, scientists, political heroes or business leaders….

WELL ENCRYPTED

Marketing campaigns under the sign of the GDPR BY ANDRES DICKEHUT Security in dealing with personalised data plays a new and major role today. As a company driving marketing, how do I process these data? Which data may I save, for how long, and for what purpose? The GDPR also gives marketers an opportunity to…

CONTENT IS KING

VON NADINE PELZER Die Zahl der Marketingkanäle ist in den letzten Jahren rasant gestiegen. Dabei wollen doch Google oder die Marketingabteilungen nur das eine: den richtigen Content, fein gegliedert und aufbereitet zum Weiterverarbeiten. Wie das im Handel funktioniert und was dafür notwendig ist, um vom Onboarding bis in den E-Shop den richtigen Content zum gewünschten…

OASIS OF WELLBEING

Easily design your home online BY NADINE PELZER A professional website forms the foundation stone for the successful future presence of stationary furniture stores. In addition to the opportunity to present goods in interiors stores, sooner or later there must also be the possibility to order goods online. The internet offers the way of showcasing…

BEN’S WORLD

Conversational Commerce as “The Next Big Thing” in Omnichannel BY BEN RUND My first column in The Produktkulturmagazin should be about a ‘next big thing’, I thought. For me, this big thing is clearly Conversational Commerce. Why? We have all experienced the hunt for new terms that has been taking place over the past few…

WELCOME TO COSMOS

By building a worldwide network, The Group of Analysts bundles unique knowledge BY MIRKO VON SCHLACHTA Cosmos is the living expression of what characterises The Group of Analysts. As Europe’s largest independent firm of analysts focusing on information supply chain management, it supports and accompanies businesses with their digital transformation. Mirko von Schlachta, General Manager…

STILL DAY ONE

Matthias Schrader and the new breed of digital consultant VON JOHANNES CEH On 16th January, a man was elected HORIZONT “Agency Man of the Year” at the Alte Oper Frankfurt. He stands for a new era in the marketing sector.  For years, Matthias Schrader has been one of the leading figures in the German digital…

CAST IN A PERFECT LIGHT

About the interaction between light, space and people at RIBAG BY MIA HOFMANN Light is culture. Light supports architecture and sharpens perception. With the appropriate lighting solutions, Swiss lighting specialist RIBAG is creating moods in which people feel comfortable, work more efficiently and can relax in peace. The new brand presence with an online shop…

UNIVERSITY – polyphonic data model

The TGOA university defines a new unique knowledge platform bringing teachers and students together in order to rethink and redefine the processes of digitalisation polyphonic data model 18 By Temel Kahyaoglu The time has finally come. We believe that Europe has always been a master of polyphony. Not just in terms of music, but also…

Online Media Net Innovation Day

Außergewöhnliche Einblicke, spannende Expertenvorträge und eine faszinierende Location  Durch die Digitalisierung haben sich die Verhaltensweisen der Shopper teilweise fundamental verändert. Der Durchschnittsverbraucher besitzt im digitalisierten Leben 7,2 Endgeräte und wird über Apps, Social Media, Chat Bots, Wearables und Sprachassistenten angesprochen. Omnichannel-Shopping ist längst Realität. Der 6. Online Media Net Innovation Day des innovativen Softwareunternehmen apollon…

PLAYING CATCH-UP

Why Germany has to put its foot down on the road to digitalisation BY TEMEL KAHYAOGLU Already an established part of everyday life, digitalisation is gradually becoming a fixture in politics and business as well. Initially eyed with scepticism, many businesses have since come to realise the benefits of digitalisation and the advantages it brings…

SIX BILLION SHOPPERS

Why data will be the key to success in the global e-commerce boom BY OMER FAROOQUE Everyone is looking to solve data management problems in the digital age. This article helps answer the core questions of what makes e-commerce tick across the globe, especially around helping clients understand why data must be wielded as an…

WITH CLEAR VISION

Mister Spex in the change from Online-Shop to Multichannel-Strategy BY TOBIAS GIESE Mister Spex is the biggest online optician in Germany, and ranks amongst Europe’s biggest online opticians, with a presence in eleven countries and more than 60,000 visitors to its website per day on average. To more than two million customers, the Berlin-based company…

THE PSYCHOLOGY OF DATA SCIENCE

BY DR LISA-CHRISTINA WINTER In marketing, research, or product development, data science is a fixed component in various aspects of our economy. While a couple of years ago, the creation of insights by using data led to a competitive advantage, it has become a requirement to stay competitive, and most companies apply it. However, only…

SINGLE SOURCE OF TRUTH

Giving the gift of ubiquity to your assets BY JÜRGEN BURGER Do you know how much of your marketing content is duplicated in your company? Do you know which team in your company, be it marketing or communication, is the biggest consumer of your last photo shoot? And this image found on Twitter, do you…

GLOBAL THINKING

Interview with Rhonda Vetere, President of nThrive BY NADINE PELZER She is one of the few female key players in the Tech World and there is a lot that men can learn from her. With more than 25 years in extensive information technology management, Rhonda Vetere helps companies in every sector to succeed on their…

HIGHLY EFFICIENT

Jake Dyson about his passion for light and the future of the family-owned business BY ANJA FAHS “When things do not work, it frustrates every one of us – as design engineers, we do something about it – it’s all about inventing and improving products,” said James Dyson, inventor and founder of the iconic home…

FOODTASTIC

How Metro sweetens their customer’s experience BY CHRISTIAN PECHER The number of online sales has risen rapidly in recent years. Enterprises have to position themselves anew with regard to digitalisation, not only to meet their customer’s demands but also to stay competitive internationally. Next to the implementation of new technologies into existing IT structures, the…

FUTURE-ORIENTED

Insights into the digitalisation strategy of the Intersport Group BY SOPHIA BLANK All journeys start with an initial step, this is also the case for the digitalisation journey that virtually all companies have to embark on today. And Intersport – the largest medium-sized retail cooperative within the sports retail sector – is also making swift…

LEADING THROUGH INFORMATION

Success through reliable product information BY ANJA FAHS In the digital world, consumers turn to e-commerce sites and internet applications when searching for products, querying product information and, ultimately, making purchase decisions. If they can’t find what they’re looking for, they move on. With 1WorldSync, companies can provide relevant product information and top-quality digital content…

ALL-ROUND SUCCESS

Product information and customer requirements in a nutshell BY YAEL DAVIDOWITZ-NEU Today’s hyperconnected consumers have more choices than ever, and their expectations of brands have increased accordingly. Buyers use multiple sales channels and expect to be able to travel through them seamlessly, which means that all customer touch points must offer accurate, timely and consistent…

DIGITAL SEDUCTION

The Group of Analysts presents Europe’s largest digitalisation study. Time to pick the fruits from the tree of knowledge. BY MATTHIAS WESSELMANN In the 21st century, digitalisation leaves no field untouched. Initially eyed with scepticism, many businesses have since come to realise the benefits of digitalisation and the advantages it brings. Big data, cloud solutions,…

GLOBAL CONNECTION

The Internet of Things becomes a real growth driver BY DORIS SALCHINGER From connected computers to intelligent digitalised habitats – the Internet of Things represents an enormous innovation boost. Smart, networked objects are finding their way into every industry, not only changing our private everyday lives and consumer habits, but also taking over factory floors….

PERFECTLY POSITIONED

Tailor-made solutions for a successful agency BY JOACHIM FISCHER Stagnating or falling marketing budgets, a growing number of media touchpoints and shrinking marketing departments, make it impossible for many clients to meet the challenges of communication. The consequence is an increasing demand for comprehensive consultation and made-to-measure concepts designed to work on all channels.  How…

IT’S ALL ABOUT CONNECTIVITY

When the coffee maker orders beans all by itself BY SOPHIA BLANK There is no buzzword more popular than the Internet of Things. Yet IoT is not so much a new phenomenon than a repeat offender with high potential. So what’s behind the IoT trend which has dominated the digital world for years? Over the…

DRESS TO IMPRESS

Engelhorn on its way into the digital future BY JASMIN STÖCKLE Founded by Georg Engelhorn and Adam Sturm in 1890 as a business selling apparel for men and boys, the fashion and sportswear and equipment store Engelhorn – located in the heart of the ‘City of Squares’ Mannheim – is one of the leading addresses…

PENCIL, PAPER, SCISSORS

A journey to the multi-faceted world of Office Depot Europe BY NADINE PELZER Digitalisation is turning some product worlds upside down. The trend leaning away from classic consumer goods and towards new developments is unstoppable. That’s why many companies need to rethink matters and strike out in new directions. Mr Vigener, Director Media Production Centre…

FASCINATION OF THE MOUNTAINS

About a passion that connects people and systems BY ISABELLA KOLB Between November and early May, the words ‘we’re off skiing’!’ are heard very frequently from Claus Kolb, the Managing Director of kolb digital gmbh. Founding father Hans-Otto Kolb was also a gifted skier. It is passion that unites complex structures, techniques and challenges.  Let…

HEADING FOR NEW SHORES

The General Data Protection Regulation as an opportunity BY MIRJAM DEBORA MARSCHALL The revised General Data Protection Regulation came into effect in spring 2016 and will have to be adhered to by all companies within the European Union from next year onwards. Progress has been slow in light of the comprehensive changes and tightening regulations…

FULL OF ANTICIPATION

New plans and big goals at Contentserv  BY SOPHIA BLANK Only a few days left until the end of the year, and 2018 is just around the corner with many exciting projects. However, some news can’t wait. As of November 1st, Holger Schneider has taken over as Head of Operations at Contentserv.  In our interview,…

PRECISION WORK

MMC Hartmetall on the way to the digital future BY MIRJAM DEBORA MARSCHALL Tradition and modern business models have to form a symbiosis in the age of digitalisation. This becomes a balancing act for broadly-diversified companies, but it can be successfully mastered with the support of experienced partners. MMC Hartmetall GmbH is one such company,…

DEMOCRATIC DESIGN

Ikea’s Head of Design Marcus Engman in an interview BY NADINE PELZER Only very few enterprises enjoy as much affection among people across the globe as the Swedish furniture and home furnishing company Ikea. The wonderful, diverse designs on offer at Ikea’s countless emporia allow everybody to express their personality. However, just what steps the…

DIGITAL RUNNING

Why becoming digital is only the first step BY MICHAEL KUGLER It’s constantly about the crucial question: “How do I best digitalise?” And needless to say, this is also a frequent question at Contentserv. In this article, we would like to show you why Running Digital is just the first step on an extensive journey,…

MATTER OF THE HEART

Modern healthcare with the help of big data BY NIKO HENSCHEN Progressing digitalisation is making the correct handling of increasing data volumes ever more important. Even now, companies are struggling with the rapid rise in the volume of information they are having to deal with. But this not only affects business, it is also having…

VISIONARY

Interactive clothing for improved performance BY NADINE PELZER The unique history of Red Bull goes back to the 1980s, when it was launched as a completely revolutionary product – the energy drink. Today, it is one of the world’s strongest brands, known as much for the beverage as it is for Formula 1 and extreme…

ON SEARCHING AND FINDING

Embarking on an adventure of discovery with personalised customer journeys BY SHAMANTH SHANKAR The customer experience ecosystem is no longer a linear paradigm moving from being educated about the products to purchase to support. Customers go online not only to shop, but also to find inspiration to research products and to avail post-purchase services.  Enterprises…

FORWARD-THINKING

Inspire customers with a sustainable shopping experience BY SANDRA SKULTÉTY Today, the quality of content is more important than ever before, as potential customers are getting in touch with brands and interacting with products around the clock. Therefore, a convincing customer experience is decisive for buying and best possible quality of relevant information is the…

INTELLIGENT TECHNOLOGIES

Exploring the unknown BY ANJA FAHS In Ridley Scott’s latest sci-fi blockbuster “Alien: Covenant”, a small vehicle made by Audi caused a stir. The Audi lunar quattro is a rover used to navigate and explore the terrain of foreign planets, gathering data for the team aboard the “Covenant” colonisation ship. In the meantime, a real…

SPOT ON!

That’s how advertising works today BY PATRICK LINDNER Communication agencies face a Herculean task with digital transformation, because in order to accompany their customer’s digitalisation they first have to advance their own. The digital revolution not only changes how and where advertisements are now perceived, but also how all types of adverts are produced in…

CENTRE OF IDEAS

Where engineers think outside the box BY CHRISTIAN PECHER A changing world entails unknown challenges. Questions arising from this provide the fertile ground in which new ideas germinate. Expanding building sizes in metropolitan cities have inspired the creative heads at thyssenkrupp elevator technology to rethink the traditional elevator principles. Head of Product Development, Markus Jetter,…

DIGITAL MINDSET

Interview with Alexa Wackernagel, Leader Digital Business at Elektro-Material AG BY NADINE PELZER & SABINE STAHL Digital transformation is networking the entire globe to an ever greater extent. And it is the wholesale sector in particular that is currently facing a digitalisation process that will fundamentally change its business model. We asked Alexa Wackernagel, Head…

NICE TO MEET YOU

A little owl wins over our conference rooms BY SABINE STAHL What at first glance looks like a cute grey loudspeaker actually has a great deal more to offer. The adorable little helper has big plans and wants to revolutionise the way we conduct videoconferences worldwide. The two minds behind the start-up Owl Labs have…

MIT LEICHTIGKEIT ZUM ERFOLG

Die essenzielle Zutat des B2B-Digitalmarketing VON STEPHAN A. NOBS Weg vom Push-Marketing, hin zum Pull-Marketing. Der Schlüssel zum Erfolg im B2B-Digitalmarketing liegt in der Leichtigkeit – soll heißen, Ihre Interessenten müssen jederzeit mühelos an die für sie persönlich relevanten Inhalte gelangen. Als Marketer gilt es somit, Interessenten oder Kunden auf ihrer Reise zu begleiten und…

HEADING FOR NEW SHORES

The General Data Protection Regulation as an opportunity BY MIRJAM DEBORA MARSCHALL The revised General Data Protection Regulation came into effect in spring 2016 and will have to be adhered to by all companies within the European Union from next year onwards. Progress has been slow in light of the comprehensive changes and tightening regulations…

COLOCATIONIX

Where lives were once saved, has now become one of Europe’s safest data centres BY GERRIT REICHERT A photo taken in 1944 shows a bombed-out wasteland. The west of Bremen is nothing but rubble, not a building or outline recognisable as far as the eye can see. The only exception: a high-rise bunker – in…

DYNAMIC PULSE

Systems to face future challenges BY NIKO HENSCHEN Product information management systems provide support when compiling and maintaining product data. Conventional systems, however, are often too static. Companies require flexible and future-proof systems that adapt to the growing challenges of the global markets and enable efficient work. There are lots of trading and manufacturing companies…

ON A GROWTH TRAJECTORY

On the opportunities harboured by cross-functional working BY MATHIAS WURTH Why should we be concerned with silos? What happens when departments compete with one another? Shouldn’t we focus on those functions that create the most added value, and ensure that priorities are set by those managers who are most familiar with their individual areas of…

FEEL-GOOD FACTOR

Products for a better quality of life BY NADINE PELZER Digitalisation has shown its unprecedented drive, since it has influenced traditional industries and re-organised their processes. Ron Kessels, e-business director of Saint-Gobain Distribution Benelux, explains why his company and its customers benefit from digitalisation and how overhauled processes are sensibly renewed. Mr Kessels, your products…

CLEAR LINE

Kärcher’s consistent product design BY CHRISTIAN PECHER Yellow and black gadgets for the house and garden, there is a good reason why many will recognise that we are talking about Kärcher here. Michael Meyer, Head of Industrial Design Home & Garden Products at Kärcher, tells us in an interview how the company manages to anchor…

IN SAFE HANDS

With strong performance and high data quality into a bright future BY NIKO HENSCHEN Fast and efficient or flexible and individual – until recently, you could not have both at once in the production of goods. Now, technological progress in Industry 4.0 offers the growing possibility to adapt goods to the individual wishes of the consumer without the need to continuously…

VISIONS IN MIXED REALITY

A look behinde the scenes of HP Labs BY DR CLAUDIA PELZER Lead Consultant Business Transformation & Innovation WIRED Germany The place where inkjet printers and programmable pocket calculators were once invented is where the focus is now on other topics. The HP Labs, the innovation lab of the eponymous corporation, are currently on a…

VIRTUAL EXPERIENCE ECONOMY

What will your costumers want next? BY SANDY STRASSER The world – politically, economically, socially, technologically – is in flux. That’s not news, fake or otherwise. But what does this all mean for the future of brands? It is clear that consumer trends will empower people and companies to build brands that matter; products and…

BOOM!

How communication makes a lasting impression BY JOACHIM FISCHER These days, if you want to achieve effective communication, you should not rely solely on state-of-the-art technologies or even the best-possible creative ideas. The key to today’s communication lies in the intelligent combination of both technology and creativity. Düsseldorf-based agency Kontrast Communication was founded in 1991,…