K5: Day 2
9th October 4 Comments
The second day of the K5 conference started where the first day left of and provided some more insights into the day-to-day business and the strategic decisions of important players in the field.
The day started with an inside view into todays shopping clubs, provided by Sven van den Bergh from Limango, Jörg Hensen from Vente-Privée and Rainer Maerkle from Holtzbrinck Ventures. The main focus of the discussion was that the business model ist established now and you can only succeed by running a vertical for a customer group you know inside out. Especially Limango, focusing on kids and women has proven that a niche focus can differentiate you from the large competition. Vente-Privée announced that they are about to enter the US market in a cooperation with American Express, willing to offer an unique shopping experience.
Florian Bailey from User Centered Strategy did not need any slides to have the entire audience listing very closely as he dived into the communication challenges brands have these days. He lined out that filters will become most important as the amount of information provided by social channels cannot be read by any individual. Additionally he mentioned that it is worth to produce content and be honest about your brand throughout the social channels as your fans become very loyal and will defend you if you fail once. Make sure to watch our short interview with Florian for a quick introduction.
Malte Polzin from Brack Electronics / DayDeal.ch presented his approach as public face of the Brack group to new commerce business models. He also summed up the K5 Conference in a German post based on tweets and his personal impressions.
Lawrence Leuschner, CEO of reBuy, shared interesting details about the way he built his company out of school and launched out of the shared kitchen in Berlin. This year reBuy was about to be bought by the Metro Group but will now keep acting independently as the deal did not go through. Make sure have a look at our interview with Lawrence for more information about him and his company.
Uwe Horstmann, CEO of Rocket Internet, was interviewed by Jochen Krisch on stage and lined out how they built a team of experienced managers that jump into new business opportunities to execute them as quick as possible once identified. Jochen already wrote about the egoless culture at Rocket on Exciting Commerce and Uwe was interviewed by ecomPunk on site just before he had to leave.
After the break, Philip Rooke, CEO of Spreadshirt took the stage. He drew attention to the fact that an important factor of Spreadshirt’s growth strategy is to provide an API so that external applications can make use of their core functionality. Rather than trying to put every idea that can be built into code themselves, Spreadshirt has developed and extensively tested their API (which took them about two years) to enable third parties to create the respective applications. As an example, he gave the CNN website, the news headlines of which can be put on a shirt and ordered without even leaving the website.
Next up was a presentation by Marcel Weiß from Exciting Commerce/neunetz.com, who gave an overview of the ways in which users can interacted with different kinds of personalised news-streams provided by sites and networks such as Twitter, Facebook but also Quora as well as Etsy (circles and activity feeds). While it was a comprehensive overview and certainly provided much information especially to those who don’t use these methods on an everyday basis, the connection between the mentioned channels and their use for new kinds of ecommerce concepts could have been made clearer. ecomPunk stopped Marcel for a short interview after his talk.
To wrap up this slot, Daniel Rebhorn, CEO of dmc (which was one of the main sponsors for the K5 event) gave some insights into how an agency such as his judges E-Commerce projects. His claim was that whichever technology is used for such a project, it needs to fully support the product portfolio of the client in question. When asked what the client himself has to bring to the table in order to successfully launch a project, he answered that the client needs to make sure to involve enough resources on his side.
Burkhard Gersch from Avandeo and Moritz von Wilmowsky from Von Wilmowsky then were asked about how to build a successful ebusiness in the area of lifestyle and furniture. As both claimed, it is a matter of trust to make people spend thousands of Euros for designer furniture of example, and it’s also not so easy to find a logistics partner that can provide a quality of service in this area.
Benjamin Günther, founder of Stylight, introduced his new heartbeat at K5. Heartbeat is a kind of like button to select the items you like best out of the 300.000+ products the site offers. Once hearted, you can share your lists with other to gain followers and inspire friends. Also see our interview with Benjamin for more inside information.
All in all, it was an amazing event, as we have stated before. And because we spend our time to cheekily pulled people in front of our camera (see the results here, here and here), we were able to get a unique view on the participating companies and their strivings for innovation. We connected to some great people and will certainly follow-up on some of them in more depth in the following weeks. For those of you who didn’t hesitate to speak into our custom-made dead-cat microphone, thanks a bunch! Especially, we like to thank Jochen Krisch to pull together such an event – it was a bold move but proved to hit the nail on the head! Thank you for letting us do our ecomPunk-y thing at K5, see you soon!