v/ Pernille Geneser, CIO Bestseller

Onsdag den 30. september 2015

IT i praksis® konferencen 2015

EXPLORING NEW DIGITAL BUSINESS MODELS

BESTSELLERABOUT

BESTSELLER is a family-owned clothing and accessories

company founded in Denmark in 1975 by Merete Bech Povlsen

and Troels Holch Povlsen.

We provide fast affordable fashion for women, men, teen-agers

and children. Our products are available online, in branded

chain stores and in multi-brand and department stores.

ABOUT BESTSELLER3

ABOUT

MANAGING DIRECTOR AND OWNER

Anders Holch Povlsen

STORES

Approx. 10,000 Stores worldwide (incl. China)

ABOUT BESTSELLER4

BESTSELLER

EMPLOYEES WORLDWIDE

More than 12,000 people work for BESTSELLER

EMPLOYEES IN DENMARK

We are approx. 3,200 employees in Denmark

KEY

— All figures are consolidated figures for BESTSELLER A/S and VILA A/S

KEY FIGURES5

FIGURES

FINANCIAL

YEAR

2011/2012 2012/2013 2013/2014

Netto

Turnover

EUR 2.4 billion EUR 2.6 billion EUR 2.7 billion

Result

Before Tax

EUR 161 million EUR 192,4 million EUR 228,9 million

Total

Equity

EUR 998,6 million EUR 1,210,7 million EUR 1,282,7 million

PERNILLE GENESER

• CHIEF INFORMATION OFFICER AT BESTSELLER SINCE OCTOBER

2013

• MORE THAN 15 YEARS EXPERIENCE FROM MULTINATIONAL

COMPANIES IN DENMARK; E.G.: ECCO, JYSK AND ARLA

• LOCATED IN BRANDE, AARHUS AND AMSTERDAM

• CONTACT DETAILS: PERNILLE.GENESER@BESTSELLER.COM

WHO WE ARE

WE ARE…

A GLOBAL IT DEPARTMENT OF APPROX. 250 DEDICATED COLLEAGUES

~ 20 COLLEAGUES WORKING IN OUR NEW BIZ AREA IN AMSTERDAM

~ 180 COLLEAGUES WORKING IN BESTSELLER IT DENMARK IN BRANDE AND AARHUS

~ 50 COLLEAGUES WORKING IN BESTSELLER IT’S LOCAL OFFICES IN:

• FINLAND

• SWEDEN

• NORWAY

• UK

• THE NETHERLANDS

• BELGIUM

• SPAIN

• IRELAND

• AUSTRIA

IN CLOSE CO-OPERATION WITH THE LOCAL IT ORGANIZATIONS IN CANADA, INDIA AND

THE MIDDLE EAST.

THE STORY OF BESTSELLER’S B2B VISION

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EXPLORING NEW BUSINESS OPPORTUNITIES

A SMART ALTERNATIVE TO BESTSELLER’S EXISTING

EXTRANET

REACHING A LARGE POOL OF UNEXPLOITED

POTENTIAL CUSTOMERS

A SOLUTION SPECIFICALLY MADE FOR THE FASHION

INDUSTRY - NEVER SEEN BEFORE

A MORE COMMERCIAL MIND-SET RESULTING IN A

CLEAR GOAL OF MAKING A NEW DIGITAL BUSINESS

MODEL

WE DECIDED TO BUILD IT OURSELVES

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MAKING OUR COMPETITORS OUR CUSTOMERS

EXTRACTING OUR NEW DIGITAL BUSINESS MODEL FROM

BESTSELLER

DECISION TO CREATE A NEW AGILE IT ORGANIZATION OUTSIDE

BESTSELLER IT

JOINT-VENTURE: OWNED 50 % BY BESTSELLER

LOCATION: AMSTERDAM

• PHYSICAL EXTRACTION FROM THE BESTSELLER COMPANY

• ATTRACTIVE TO HIGHLY QUALIFIED TECHNICAL/DIGITAL EMPLOYEES

• STRENGTH OF “DIGITAL COMMUNITY”

• ECONOMICAL ATTRACTIVE

• INTERNATIONAL ATMOSPHERE

• EASY ACCESS VIA THE INTERNATIONAL AIRPORT

NEOCLES – A NEW TECH START-UP

THE COMPANY DEVELOPS AND SELLS A DIGITAL SOLUTION THAT

SUPPORTS B2B SELLING FOR THE FASHION INDUSTRY

• NEOCLES SPECIALIZES IN CLOUD BASED FASHION SOLUTIONS

• USES CUTTING EDGE TECHNOLOGY - GOOGLE’S SEARCH ENGINE TO

ACHIEVE POWERFUL RESULTS

• CONVERTING BIG DATA INTO SMART DATA IN THE SERVICE OF

OPTIMIZING THE DIGITAL EXPERIENCE - BOTH FOR RETAILERS AND

FOR BRANDS

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IMPLEMENTING THE NEOCLES SOLUTION IN BESTSELLER

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FROM TRADITIONAL TO DIGITAL SALESMYTHX

NOT JUST A CHANGE OF PLATFORM

• PROCESSES / WAYS OF WORKING

• COMPETENCIES / SKILLS

• CHANGE LEADERSHIP

• B2B DIGITAL TEAM

• MANAGING A BI-MODAL IT ORGANIZATION

IT REQUIRES A LOT OF ATTENTION FROM A MEDIATOR TO

MAKE BOTH ENDS MEET

• I AM INVOLVED IN STEERING COMITIES, BOARDS AND

COUNCILS ON BOTH SIDES TO ENSURE PRESENCE AND

CLOSENESS REGARDING THE OVERALL DELIVERY

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LESSONS LEARNED

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• REQUIRES A LOT OF ATTENTION - VERY TIME-CONSUMING

• ALIGN PRIORITIES

• ENSURE OPEN AND COLLABORATIVE WORKING STYLES

• COACH BUSINESS COLLEAGUES TO ACCEPT PHASED DELIVERIES

• RENOVATE CORE APPLICATIONS TO MAKE THEM DIGITALLY READY

• MINIMIZE TOUCH-POINTS AND DEPENDENCIES BETWEEN BI-MODAL TEAM

NEOCLES

• ENSURE ABILITY TO NAVIGATE IN CHAOS

• ACCEPT LESS CONTROL

• ENSURE FREEDOM TO EXPLORE ITERATIVE APPROACH

• SHIELD FROM MOTHER COMPANY’S BUREAUCRACY

NEXT STEPDEVELOPING THE SOFTWARE INTO A MARKETPLACE

A WHOLE NEW REVENUE STREAM

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CONNECTING FASHION AND BRANDSFASHIONTRADE

A EUROPEAN BASED START-UP WITH A

GLOBAL AMBITION.

PROVIDING A SMART CLOUD BASED TRADING

PLATFORM WHICH CONNECTS FASHION AND

SERVICES BETWEEN BRANDS AND RETAIL.

DIGITALIZING THE FASHION INDUSTRY TO

MAKE BRANDS AND RETAILERS MORE

SUCCESSFUL IN THEIR COLLABORATION

• CLEVER BUYING

• SMARTER SELLING

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