The mood at the hot sales time 2020

The mood at the hot sales time 2020

Black Friday, Christmas time and Corona

What is the mood in
e-commerce in this very special year?

Opinions are divided on Black Friday 2020. Some are pessimistic, especially after the price comparison portal Idealo found out in a survey that two out of three consumers want to spend less money on Black Friday this year than in 2019. 75% of those surveyed now want to think particularly carefully about whether they really need a product. And they also immediately provided a reason for this: for a good tenth of those surveyed, the financial situation has worsened over the course of 2020 due to the pandemic. (Source:

77% intend to make a purchase on Black Friday

So much for the negative side. On the other hand, we see the survey of the market research company Appinio, in which 77% of respondents stated that they intend to shop on Black Friday, which would be an increase of 16.7% compared to the previous year. The survey also revealed that a slightly higher budget would be planned for Black Friday shopping (source:

In any case, 69% of respondents plan to store online and avoid visiting local stores, especially at the current time, when infection figures continue to show an upward trend.

41% want to shop online more than before

The same applies to Christmas shopping: A representative survey conducted by IFH Cologne in collaboration with service providers Sitecore and revealed that one in two wants to avoid the crowds in the city center when hunting for Christmas presents. 41% of respondents even said they will shop online more than before. (Source: Internet World)

Feedback from our customers

So we are naturally very interested to know what the mood is among our customers and how this year differs from previous years. To our delight, they are quite positive!

Atelier GS, for example, is more likely to see an increase as they are able to implement the learnings generated in recent years. Nina Klöhn, Online Marketing Manager Atelier Goldner Schnitt: “Overall, however, it is of course a difficult time, as our target group in particular is strongly affected by the pandemic.” For their female customers, they have come up with something special. Nina Klöhn: “To be close to our female customers during this time and to entertain them, we have also introduced a new video magazine.”

Atelier Goldner Schnitt

At Hirmer, Annette Fabisiewicz, Head of E-Commerce Marketing, is looking forward to this time with excitement: “In 2020, it is all the more important for us to expand our Black Friday offer online and thus be able to offer our users even better deals. This year, everything is different! So of course we are very excited to see how this will be received by our customers.”

There is no sign of negativity in the Witt Group either. “On the whole, nothing is different and the mood is almost as usual, only this year from the home office,” report Theresa Hösl (Junior Marketing Manager) and Tina Lebegern (Junior Marketing Manager) from the Witt Group. So for this time again some actions are planned, among other things a 13 days long Pre-Sale in the on-line marketing channels and afterwards for 2 weeks the regular Black Sale. Also as in the last years, there will be an advent calendar with 24 doors with different topics like sales promotions, content or assortment actions.

Witt Weiden

The hot sales season has kicked off, customers can look forward to great deals and e-commerce can look forward to good sales. We wish everyone every success!

Workshop: Strategic Competitive Intelligence

Strategic competitive analysis

As much as you would like to plan the next steps ahead, sometimes someone or, in this case, “something” simply upsets your plans. This was the case last friday, when our workshop speaker Johannes Deltl got stuck at the Vienna airport and unfortunately landed with a delay in the far north. But as it turned out, the wait was worth it! Johannes is a real professional in the field of “strategic competitive intelligence”. As managing director of the consulting firm Acrasio, he can look back on more than 20 years of professional experience on the client and consultant side. As an author, university lecturer and speaker, the native Viennese explained to us, among other things, about the competitive intelligence process, evaluation possibilities and approaches in very different industries. With a short “hands-on” part from the agile project management area, the method of prioritization was illustrated.

Companies should actively consider who could actually become a competitor in the future.

Foresee the next, but also the steps beyond and after the next steps of your competitors, classify and assess them for your own company and then react appropriately. This is what is important in strategic competitive intelligence. With numerous examples, procedures, evaluation possibilities and practical examples from very different industries, Johannes brought us closer to the topic, so that afterwards (over beer, cider and pizza) there was a lively exchange.

Strategic competitive analysis - Johannes Deltl
Group work_workshop_Deltl
Strategic competitive analysis

Interview with the workshop participants

Interview mit Philip von DACAPO (Otto Group)

Hi Philip, introduce yourself for a moment.
My name is Philip and I am currently doing a 6-month internship at the Otto Group in the team of DACAPO. There I do data visualization and machine learning.

What are you studying?
I am studying Quantitative Finance in the Master’s programme in Kiel.

What exactly are your tasks at DACAPO?
Data visualization with tableau. That means I access a database that stores data from crawled online shops and create dashboards that our customers have requested. Or I compile dashboards that we think our customers might be interested in or where customers have already expressed the wish that “this and that” should be displayed. The input for the visualization comes 90% from the customers.

This is basically competitive analysis. And you guys answer questions like: What is the price strategy of my competitors, for example?
Yes, exactly. Or assortments, colours and much more.

And you offer them your dashboard and customers can draw the reports themselves? Or do you send the analyses to them proactively, so to speak?
We provide the data and/or the dashboards to the customers.

What did you take away from today’s workshop?
For me, the whole area of planning and also the evaluation was interesting in the end: What did our tool, which we provide, actually bring to the customer’s decision making or would it be interesting to look at other areas in the future? And to put more work into it together, either internally or together with the customer, to think about what is interesting in the end. Instead of running analyses for days, sending them to the customer and not knowing in the end whether the customer is even interested.

Buch über Strategische Wettbewerbsanalyse

Interview with Adrian from bonprix

Hi, Adrian, introduce yourself for a moment.
My name is Adrian, I come from bonprix and I am a project manager in a department that develops software products for the purchasing and supply chain sector. In other words, all in-house products that are primarily related to purchasing. And currently I am mainly involved in forecasting. That is, demand forecasting at product level.

What kind of lead time you have here?
Different. Ideally, it’s over 6 months. But it all depends. We have different types of products, of course. Some products have been around for over 15 years and they have never changed. However, a very large amount of products are only used once for a single collection and never come back.

How many collections do you have per year?
By now we have reached 12 collections per year, one per month.

What was interesting for you? Why did you come to this workshop?
I heard about this workshop from the head of my department. And it actually fits quite well into this forecasting topic, because of course competition details also play a role. Depending on how many products the competition is currently offering in any way, this can have an influence and we don’t take that into account – at least on this technical level.

That means that you are currently forecasting only on the basis of historical stock data?

Is there a topic you find interesting for an upcoming workshop?
Actually everything around product attributes. So which you can possibly also extract from images. After all, these are also responsible for the success of forecasting. So I would be interested to know how much and what you can extract from images.

In other words, at the moment you know what sold very well, but you can’t give a title to it, whether it was the short sleeves or a certain pattern?
No, we also use a lot of attributes, but they are all entered manually and that’s something you could think about to automate. Especially when creating patterns for products, you have to create a lot of attributes for a product that may never see the market. And that is of course
some work. This would also be interesting, for example, that you could get automatic attribute suggestions based on photos.