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.