Jakob Keller
Co-founder & CEO at KELLER Group GmbH
Jakob Keller
SKUs created

300.000+

SKUs created
Onboardings

95+

Onboardings
Catalog Updates

40+

Catalog Updates

STRENGTHENING INNOVATION POTENTIAL THROUGH THE DIGITISATION OF INTERNAL PROCESSES

The KELLER Group is a leading digital premium provider for sports services. It all started in 2005 with the online shop KELLER SPORTS for high-quality sportswear, then the business field was continuously expanded and innovations were constantly pushed and implemented: To strengthen the premium positioning, another online platform, KELLER X, was built. By additionally offering a premium membership, the KELLER Group has managed to position itself optimally in this segment. Members benefit from access to limited articles or presales in the online shops of the KELLER Group, for example, or access to selected sports studios in many German cities is made possible within the framework of KELLER Studios. In addition, users of the KELLER sMILES app can track their sporting activities to collect points or take part in challenges and find tips on training and sports equipment in the associated blog. 

The innovative expansion of digital services, a professional media presence with high-quality content and customer-oriented event formats underline the company's ability to reinvent itself time and again. This commitment has been rewarded: In total, the KELLER Group has received 17 awards in the last four years and has thus established itself as the most innovative player in the German online sports retail market. The KELLER Group is pursuing ambitious goals: The premium positioning is to be further promoted and strengthened, for example by adding suitable brands. This further increases the already very high effort in product data onboarding. The use of Onedot software was identified as a solution: The manual effort involved in onboarding supplier data is thus reduced and the time-to-market of the products is shortened.

Automated product data onboarding is particularly important due to the comparatively short product life cycles in the sports and fashion industry: seasonal product range changes are a major challenge for the KELLER Group, as a lot of new data has to be transferred to the system in a short period of time. Another challenge is the high data volumes, the heterogeneity as well as the provision of the data of the currently more than 140 manufacturers: The entire catalogues as well as the corresponding "Order Book", i.e. the listing of the articles ordered by the KELLER Group, are transmitted by the suppliers. During the onboarding process, it must therefore also be possible to select an assortment.

The goal is simple, fast and precise processes with a high-quality data output as a result. Thus, the optimization of product data onboarding should save costs by relieving the master data team and increase the group's sales in the long term.

HOW ONEDOT HELPED

The manually prepared articles in the existing PIM form an optimal data basis to prepare the Onedot platform and its machine learning algorithms for onboarding: Onedot's tried-and-tested algorithms were trained with the KELLER Group's data, creating a customer-specific setup on the basis of which the core steps of product data onboarding are implemented automatically.

As a first step, the manufacturers' catalogues were uploaded to the Onedot platform. The unstructured and differently structured data material of the manufacturers is then read into the software. The data model of the KELLER Group in the Onedot platform is kept synchronous with the data model in the PIM, so that changes in the PIM are automatically available on the Onedot platform at any time and are taken into account during onboarding.

Particularly important for the KELLER Group is the assortment selection and the detection of possible duplicates in the assortment. Via Onedot it is now ensured that only products of the manufacturers to be listed are processed at all. Many manufacturers send the complete catalogues and the corresponding "Order Book". This information is compared with each other by Onedot and taken into account in the further onboarding process. Especially in the case of catalogue updates and seasonal assortment changes, precise recognition of products that are already in stock is crucial. During the onboarding process, Onedot compares products with the existing assortment based on various criteria and only suggests new and updated products. Existing products that are no longer available from the manufacturer are listed in a separate catalogue and can be discontinued by the KELLER Group.

Once the product selection is completed, Onedot automatically calculates three different product categories, which are based on internal group-specific category trees as well as on the common product group key FEDAS. After categorization, Onedot suggests possible mappings of the manufacturer attributes to the PIM attributes. The catalogue structure of the manufacturers is thereby highly-automatically standardised and brought into the desired structure, whereby numbers, units of measurement and value lists of the manufacturers are also adapted to the data model of the KELLER Group, which serves as the basis for the various KELLER Group online shops.

Manual feedback is possible at any time during all the steps mentioned in order to correct the software's suggestions and increase its learning ability. The prepared product data is provided directly in the specified target format and can be easily imported into downstream systems such as PIM or shop system.

The high volume and recurring onboarding processes would have been impossible to implement manually with the speed and accuracy achieved. By using Onedot software, product data onboarding was automated, tedious data maintenance steps were reduced, and employees were relieved.

THE RESULT

Automation through the use of artificial intelligence (AI): The Onedot platform provides a confidence interval for each of the individual onboarding steps for the results. This value indicates how certain the AI is regarding an assignment or a suggestion. For KELLER Group, the confidence interval enables systematic and efficient quality control: the user - in this case KELLER Group employees - can specifically check data at lower values and override the software's suggestions if necessary. Through this user feedback, the AI continuously learns and optimizes the accuracy across suppliers and onboarding processes.

After initial training and subsequent user feedback, an accuracy of initially 80% to over 95% was achieved. Complex categorizations on the three different category trees with over 80 categories used by the KELLER Group could be carried out 3x faster and the time-to-market shortened. In the past few weeks, more than 300,000 SKUs have already been prepared for 30 manufacturers in over 40 onboardings and imported into the KELLER Group systems. For the Nike brand, for example, eight catalogue updates have already been carried out due to seasonal changes or new products. After the initial onboarding of a supplier, the configuration is defined per supplier and can be applied to subsequent onboardings.

This creates an important competitive advantage for the KELLER Group, as an overall faster time-to-market is achieved - even with high data volumes or the execution of several parallel onboarding processes, such as seasonal changes. Thanks to the new, efficient processes, the KELLER Group can react more agilely and, for example, pick up on new trends or bring products online more quickly. At the same time, costs can be saved by automating the processes. By using the Onedot software, the KELLER Group accelerates its expansion and strengthens its own market position.

The high-quality product data forms the basis for the products to be presented in the online shops in an informative manner and with the relevant specifications. The shopping experience, which is optimised for customers in a targeted manner, is in line with the company philosophy and supports the successful premium positioning. By investing in the technical infrastructure and new, optimized processes, important foundations are being laid to achieve the next goal: €100 million in sales.

Thanks to Onedot, we were able to relieve the master data team and move from doing to supervising with modern software. In this way, we have increased quality and productivity in equal measure and have gained consistent master data as a result. In Onedot we have found an ally to continuously drive innovation. Such a partnership with like-minded pioneers brings our company further forward.
Jakob Keller
Jakob Keller
Co-founder & CEO at KELLER Group GmbH
Jakob Keller
Co-founder & CEO at KELLER Group GmbH
Jakob Keller
Best. Sports. Products.

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