Consumer Goods & Retail
Digital Transformation of a Japanese Multichannel Retailer
Japan
Location
Chief Digital Officer
Role
Digitalization
Reorganisation & Transformation
Project & Program Management
E-Commerce
Mission
Develop digitalization strategy and lead digital transformation of Otto Group’s Japanese subsidiaries. Dual role with overarching responsibility for Otto Japan Inc. and Eddie Bauer Japan Inc. Establish a lasting digital competence transfer between the Group and the Japanese subsidiaries.
Approach
- Digitalization assessment: people, organization, processes, technology, data
- Development of the technology strategy: ERP system, e-commerce shop systems, online marketing stack, web analytics, business intelligence, digital retail analytics
- Lead program management for all digital initiatives across the organisation
- Design and implementation of improved organizational structure, roles and and processes for all IT and digital functions
Introduction of agile development methods and cross-functional teams
Results
- Reorganization and consolidation of the IT and e-commerce teams
- Migration of the ERP systems
- Relaunch of e-commerce shop systems
- In-housing of online marketing functions
- Introduction of an internal digital platform for pricing and product range analysis
- Establishment of cross-functional digital competence centers (UX/UI, analytics, BI, etc.)
- Introduction of customer lifetime value and customer acquisition cost modeling (CLV/CAC)