Unic news flash: interview with Nicolas Schibler of PKZ Group

Guest: Nicolas Schibler, head of e-commerce, PKZ Group
Topics: e-commerce, multi-channel retailing, omni-channel retailing

Unic magazine: What developments do you see in the future for e-commerce and why?

Nicolas Schibler: We're in the middle of a transition from ‘stationary’ to ‘mobile’ internet. Against this background, usage patterns and preferences are changing. How, when and on which device will I be inspired? Where will I do my weekly shopping? Information requirements vary depending on the location, time of day and device. We as a provider need to learn to cope with these highly differentiated user scenarios.

If you could switch roles with an e-commerce manager of another e-shop for a week, who would you choose and why?

Only one? (laughs) That’s a tough decision.

You can split the week of course.

I would like to spend the first three days at a start-up that is opening up a new market with a new product. I’d like to learn more about innovation, time to market and the efficient exploitation of social media channels.

On days 4 and 5, I would like to go to Amazon. It fascinates me how this ‘pure online player’ changed the game and became hugely successful and remains so, setting trends and always staying one step ahead.

On the last two days, I would like to take a look behind the scenes at a successful global e-commerce fashion retailer. I would be curious to see how it deals with the specific challenges of our industry.

Thank you, Mr. Schibler, for your exciting insights!

Behind the scenes of the multi-channel commerce at PKZ / THELOOK.com

2017 – Trends, business cases and strategic steps

Customer expectations are higher than ever before: In the course of purchase decisions, the experience factor is becoming more important than the price or specific product characteristics (Customer 2020, Walker). Therefore, we are convinced that in 2017, in order to increase commitment to their brand, companies will have to take a closer look at how they inspire their customers in the digital world.

Do proprietary brand communities work as an e-commerce booster?

Over the last few years, companies have invested in a stable, high-performance e-commerce infrastructure to expand their existing channel portfolio. The focus was on logistics, range and technology. Today the standard is fulfilled in many places: products are presented online, processes are organized.

However, in many cases sales expectations for the online shop have not been met yet and the growth targets had to be modified in many places because of the competitive pressure [1]. Making brands: multichannel is a must, but it is difficult to keep customers online and motivate them to make new purchases.

Loyalty to an online shop is only available in individual cases: buyers are often one-time customers.