B2B Marketing, Partnership & Sales

OEP-Venture Lab 2012

Agenda

1. Product description

2. Target group B2B

3. Challenges & Trends

4. B2B Marketing

5. Partnerships

6. Sales Process

The Idea - Fashion App

Our Visionis to combine the advantages of online shopping and retail stores shopping experiences in one product.

Our Product "Looque"is a free service for young women to inform themselves about actual fashion trends and to receive a valuable and personalized shopping advice.

Benefits of our product

Fashion conscious women:● entertain with new fashion

impressions for free● valuable and personalised

shopping advice● articles can be bought and

tried on in a local shop● save money by getting latest

coupons and find local deals● have an overview of local

shops

Brands / Retail Stores benefits: ● access to a target group● high quality environment for

branding ● high customer attention to

presented message● highly personalised and

localized ad targeting● new customer acquisition and

activation of existing customers

B2B and B2C Marketing

● We have to execute B2C and B2B marketing, to generate suspects for our business

● Without fashion conscious women on the platform, it is not possible to attract ads from retailers

● So effective B2C marketing has to be done at first● After generating a critical customer mass B2B

marketing and sales process can be started● In this report we would focus on B2B Marketing,

Partnership and Sales, B2C marketing was analysed in a separate report

Agenda

1. Product description

2. Target group B2B

3. Challenges & Trends

4. B2B Marketing

5. Partnerships

6. Sales Process

Characteristics of B2B target group

High priority criteria:● Mass market fashion retailers with women collection● Many stores in major German cities● An online shop with style pictures is available● Have already online marketing spending

Nice to have B2B partners:● Online item availability check in store● "Hot brands" with presence in small number of

German cities● Operating internationally (for easy internationalisation)

Favorite women retailer brands in Germany

Source: GMK Markenberatung 2011

All this brand fulfill must criteriafor B2B target group

Top fashion retailers in Europe

Agenda

1. Product description

2. Target group B2B

3. Challenges & Trends

4. B2B Marketing

5. Partnerships

6. Sales Process

Challenges in B2B segment"Today consumers aren't just automatically heading to the mall. Instead they are using their computer or smartphone to research who has the best inventory at the best price and then making the purchase online with an option to have the merchandise sent to their favorite store." Internetretailer.com

"To grow—or for some brands even to survive—chain retailers need to do a better job of engaging customers across stores and online" - Looking Ahead, Brohan

Mixing online and offline"Consumers expect to have the same personal experience when they shop online as with brick and mortar stores and they expect the same convenience and speed in-store at the same levels as they enjoy online." nielsen.com 2012

"Brands and retailers must target consumers pre-shop, in-store and post-shop" emarketer.com, 2012

79% of US smartphone and tablet owners have used their devices for shopping-related activities

Base on develope-ment in US marketit is possible to derivefurther developmentin Europe

Clothes & Textile industry spend 53% on print ads. Online has 5% share on ad spendings

Nielsen Media January -June 2011 in G+J Ad trend report

Print advertisement is disrupted in USThe development is also visible in Germany.

Print ads have still 31% share of entire ad spendings in Germany, but are stagnating. Online ads have 18,5% of total share and +16% growth in 2011. So online ad spending will surpass print also in Germany.

Conclusion● Brick and mortar stores have strong competition from e-

Commerce● Consumers expect the same convenience and speed in-store

at the same levels as they enjoy online● Mobile devices are already broadly used in US to improve pre-

shop, in-store and post-shop shopping experience ● Clothes & Textile industry in Germany spent in 2011 53% of

entire ad spendings on print. Only 5% they spent on online ads ● Online ad spendings surpass print spendings in US in 2012.

The same development is possible to recognize in Germany

There are need for fashion industry to optimize shopping experience in store to compete with buying experience online and find an alternative for paper ads in their marketing mix

Agenda

1. Product description

2. Target group B2B

3. Challenges & Trends

4. B2B Marketing

5. Partnerships

6. Sales Process

B2B Marketing activities● Own network in fashion industry to generate first

customers● Presence at fashion fairs like:

○ Fashion Week○ Bread and Butter○ Gallery Düsseldorf

● Articles in relevant professional journals and blogs like Textilwirtschaft, Exciting Commerce etc.

● Creation of webpage for B2B partners and posting special content and webinars about multichannel shopping experience

Agenda

1. Product description

2. Target group B2B

3. Challenges & Trends

4. B2B Marketing

5. Partnerships

6. Sales Process

Partnerships for B2B customer acquisition

● Cooperation with E-Commerce Full-Service providers, which have broad customer base in fashion industry like:

○ Netrada○ Arvato E-Commerce Solutions○ Wiethe Group○ Astound Commerce

● Cooperation or investment from publishing houses with well known magazines for fashion conscious women:

○ G + J○ BAUER MEDIA GROUP○ Condé Nast Verlag

Agenda

1. Product description

2. Target group B2B

3. Challenges & Trends

4. B2B Marketing

5. Partnerships

6. Sales Process

10 Step - Sales Process0. Suspects generation, based on Marketing activities1. Lead - face-to-face meeting with potential client2. Value Proposition - our poduct meets client need3. Sponsor/ Coach - winning of convinced employee in targeted B2B client organisation4. Executive sponsorship - winning of convinced person in management, who can sign a contract5. Proof of concept - trial of ad targeting on on our platform6. Formal pricing - formal pricing quote7. Negotiation - price negotiation, no agreement8. Agreement - agreement about price9. Signed contract - a signed contract was provided10. Customer - active advertiser on our platform

Thank you and contact us for more information!

contact@fashion-lab.de