Lord God’s Life, what can ANWR Schuh learn from an organization like Vedes?
Patrick Gottleben: One of the things she can learn is what I developed there: a topic like retail media, where you show suppliers ways to spend their media budget sensibly. People used to talk about WKZ. Today we have at shoes.de already created new products. It’s about marketing where the shoe is bought. Another topic is the Christmas business. In the toy industry, up to 70% of sales are generated during this time. Let me put it this way: What could be nicer than giving shoes as a gift? There is also the wholesale sector. There is still potential to serve even more customer segments.
Astrid Heinze: The topic of Christmas could also come into greater focus with regard to additional items. For example, we can help ensure that the shoe trade is given greater consideration when buying gifts by providing our retailers with gift sets. Maybe with a beanie and a scarf, just to expand your choices. Of course with good calculation and exclusivity.
How are the tasks divided between you two and what were your first tasks in your new job?
Patrick Gottleben: We first got to know the team, our dealers and the suppliers in order to understand the internal processes, all companies and the construct as a whole. We then divided ourselves so that Astrid will handle everything that involves shoe expertise, from purchasing to sales. I take on the topics of consulting and retail solutions, which include our knowledge world and Easy@Jobs, as well as the topic of finance.
Astrid Heinze: What we both need to do is strengthen retailers and their profitability. The aim is to question the calculations and discount scales. There is also the Shoelove partner program, with which we offer our retailers exclusive conditions.
This program is currently being revised…
Astrid Heinze: There were previously very complicated regulations and, above all, very different ones per supplier. Our aim is to simplify this program, which is really great. We want to offer retailers direct added value from the exclusive conditions we negotiate. Negotiations are currently ongoing. We have received a lot of positive feedback from our dealers about the simplification.
Industry circles are saying that the conditions are now very general and are demanding a lot from the industry.
Patrick Gottleben: We want to get the best for our dealers. The margin has become smaller and smaller in recent years, also in percentage terms. In this respect, we have to ensure that we support our dealers.
Astrid Heinze: The Shoelove partner program used to be heavily supplier-focused. Manufacturers often defined an item pool that was quite small. So there was no real balance between suppliers and distributors. Our job is to create this balance. The simpler the conditions, the more likely the program will be accepted by retailers. This is also easier for suppliers to process, but yes, it also involves additional costs. It is therefore obvious that these are not easy conversations. So far our negotiations have been positive overall.
How do you acquire know-how about the shoe product?
Patrick Gottleben: On the one hand, it’s about talking to dealers and suppliers as much as possible. That’s what our business talks are for, for example. We will continue to expand this because the concept is really well received. This year we visited Wortmann and Gabor and looked at the city of Hanau together. There is also the issue of measuring. I learn a lot about shoes at our own events, but also in Düsseldorf and Milan. Of course Astrid has more experience than me when it comes to shoes.
Astrid Heinze: My personal choice will almost always be a sneaker. But of course my expertise covers all types of shoes. Shoes are craftsmanship and that excites me. This deserves much more appreciation than I perceive it to receive.
What will be your most important topics for the new year?
Patrick Gottleben: Strengthening retail is at the forefront of everything we do: We want to create services that result in better margins. On the one hand, there is the issue of personnel. We support this through our Easy@Jobs project. With the Wissenwelt we have an industry solution for digital personnel training that can help to increase the bonus. We noticed that we need to better communicate the portfolio of services we offer so that our dealers really appreciate it. It’s about putting the horsepower on the road even better. Another topic is the quick shoe. I will personally get involved in this topic to see how we can get even better. In addition, we want to continue to promote the profiling and positioning of our dealers through intensive advice. With 360-degree consulting, we have an extensive toolkit at our disposal. If we want to support our dealers, we also have to focus more on the end consumer.
What do you have planned in the area of exclusive brands Natural Sense and Longo?
Astrid Heinze: I see that with the exclusive brands we have direct leverage to strengthen our dealers. We have already initiated a target group expansion. It is also necessary to expand the product group by thinking beyond the shoe. These are the first and simplest measures. Natural Sense has a sharp stylistic positioning and the age of the target group is slightly younger and more democratic than Longo. At Longo I currently see the lower hanging fruit because there is more room for expanding the target group, which we are currently implementing. There is also the question of an exclusive textile brand that we could make available to our retailers. We are currently working specifically on this.
