wehkamp.nl, Netherlands’ largest online retailer, Uses IBM Big Data Analytics Cloud Suite to Deliver Improved Marketing and Merchandising


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Monaco, June 18, 2013 — IBM (NYSE: IBM) today announced that wehkamp.nl,
Netherland’s largest online retailer will use IBM cloud-based merchandising
analytics to manage markdown pricing to better meet customer demand and
improve profitability. With the addition of this solution, wehkamp.nl takes
full advantage of IBM’s cloud suite of marketing and merchandising solutions
resulting in a more personalized shopping experience, improved overall
service levels as well as margin and revenue growth.

Headquartered in Zwolle, Netherlands, wehkamp.nl caters to a digital
customer base, with 51 percent of new customers aged 35 or younger. With
more than 122 million visitors to their site in 2012 alone and more than
15.6 million products sold, wehkamp.nl relies on big data and analytics to
provide their customers with a personalized and tailored online shopping

An existing IBM Digital Analytics, Cross Channel Marketing and Customer
Experience Management customer, wehkamp.nl will now add capabilities from
IBM’s Price, Promotion and Product Mix solutions that will help wehkamp.nl
to maximize profitability and improve inventory productivity for items that
have entered the clearance process.

As an online retailer selling fashion merchandise, at the end of every
season, wehkamp.nl is faced with having to plan clearance pricing and
markdowns to sell through remaining inventory and ‘make room’ for next
season’s merchandise. With the help of IBM’s Smarter Commerce initiative,
wehkamp.nl can make more informed decisions on the depth and timing of their
markdowns, ensuring they meet inventory, profit and revenue objectives.
For example, online fashion retail typically involves a high percentage of
returns due to customers ordering multiple sizes or colors. This impacts
remaining inventory and needs to be factored into the markdown process to
make better decisions

“As an online retailer, we realize the importance of taking a holistic
approach to our marketing campaigns and providing our customers with the
right products, at the right price, through the right online experience.”
said Alexander van Slooten, Marketing Director, wehkamp.nl. “Through IBM’s
solutions, we are able to put our customers firmly at the center of
everything we do, whether it’s managing markdown prices, delivering email
campaigns, or improving our online experience.”

“wehkamp.nl is a valued customer, using our full IBM Smarter Commerce
enterprise marketing management offerings to provide a personalized and
relevant online experience for their customers,” said Craig Hayman, General
Manager, IBM Industry Solutions. “Through the use of big data and predictive
analytics, wehkamp.nl has streamlined the marketing and merchandising
processes, proving customization and informed planning, is the best way to
meet customer needs.”
IBM’s Smarter Commerce initiative features software and services that help
companies transform their business processes to more quickly respond to
shifting customer demands in today’s digitally-transformed marketplace. The
initiative is driven by C-suite executives who are increasingly looking for
ways to bring new levels of automation to merchandising, marketing and
fulfillment to secure greater customer loyalty.

Through current IBM solutions, including IBM Digital Analytics, IBM
LIVEmail, IBM Campaign, and IBM Customer Experience Management, wehkamp.nl
has experienced a 271 percent higher sales-per-send ratio for marketing
emails, including a 23 percent higher open rate and a 68 percent higher
click-through rate, and a 500 percent increase in the click-through rate for
its banner ads. With the addition of IBM DemandTec Markdown Optimization
wehkamp.nl can now look to achieve similar benefits within their
merchandising function.

More information on Smarter Commerce can be found at

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