C O N T R O L L I N G . C O M

A G I L E R E P O R T I N G

I N T H E D I G I T A L

E C O N O M Y

I C V C O N T R O L L I N G B A R C A M P

D R . J R G E N G E L B E R G S

2 4 T H J U N E 2 0 1 7

M U N I C H

Zalando at a glance

Reporting requirements

Effective reporting landscape

Efficient processes and systems

Continuous improvements

Q&A

2

3

Z A L A N D O A T A

G L A N C E

F R O M F L I P F L O P S T O M - D A X

4 as at Dec 2016

Z AL AN D O AT A G L AN C E

~3.6billion EUROnet sales 2016

>50%return rate acrossall categories

~165million

visitspermonth

~20millionactive customers

~200,000product choices

~12,000employees in Europe

15countries

>1,500brands

5

W E L O V E

F A S H I O N

6

W E O F F E R A S U C C E S S F U L AN D C U R AT E D AS S O R T M E N T

HIGHLY

EXPERIENCED category management

CURATED

SHOPPINGwith Zalon

>350designers & stylists

~200,000 articles from

>1,500international brands

private labels17

LOCALIZATIONof the assortment

7

W E D R E S S C O D E

8

W E AR E C O N S T AN T L Y I N N O V AT I N G T E C H N O L O G Y

HOME-BREWED,

CUTTING-EDGE,

SCALABLE technology solutions

6 tech locations + HQs in Berlin

help our brands to

WIN ONLINE

>1,600employees from

77nations

9

W E L I V E

O P E R A T I O N A L

E X C E L L E N C E

10

W E O P E R AT E F AS H I O N

customer

care in

12languages

>20 payment methods

adapted to each market

15markets

~6,300employees

and

6fulfillment

centers

INNOVATIVEcontent creation

11

R E P O R T I N G

R E Q U I R E M E N T S

12

I N C R E AS I N G R E P O R T I N G R E Q U I R E M E N T S I N E N V I R O N M E N T O F S T R O N G

G R O W T H

DATA STORAGE

(BACKEND)

REPORTING ENGINE

(FRONTEND)

MULTIDIMENSIONAL

FINANCIAL

REPORTING

OPERATIONAL

REPORTING

SUPPORT PLANNING/

BUDGETING

SAP BW ON HANA JEDOXSAP BO /

MICROSTRATEGYPALO / JEDOX

LESS DATA

STORAGE

MANAGEMENT OF

DIFFERENT

VERSIONS

RECONSTRUC-

TION OF

HISTORICAL DATA

RESTATEMENTS

AUTOMATED

REPORTS

FAST UPDATES

SIMULTANEOUS

WORK

MOBILE ACCESS

SUSTAINABILITY

FLEXIBILITY

MULTIDIMENSIONAL ANALYSIS OF PROFIT

CONTRIBUTION

EXTENDED P&L ANALYSIS FROM DIFFERENT PERSPECTIVES

(E.G. CATEGORIES)

AVAILABILITY OF

DIFFERENT DATA

LAYERS (PLAN VS.

ACTUALS)

MIN. 3

DIMENSIONS

O L D R E P O R T I N G S E T - U P N O T B U I L D F O R AG I L E R E Q U I R E M E N T S

No plan data

No charts

No filtering

Outdated KPI definitions

Fragmented

One channel only

13

N E W R E P O R T I N G S E T - U P W I T H S E V E R AL AD V AN T AG E S

One page only

Remote and mobile access

Actuals and plan

Chart visuals

Dynamic filtering

Harmonized definitions and formats

for all units

All sales channels included

14

16

E F F E C T I V E

R E P O R T I N G

L A N D S C A P E

C L E A N S I N G

R E P O R T I N G

S O L I D K P I

F O U N D AT I O N S

C U S T O M E R

C E N T R I C I T Y

17

O U R H A T - T R I C K F O R E F F E C T I V E R E P O R T I N G

Build reporting

inventory

Target info needs

Standardize

Four major

dimensions to be

considered within KPI

selection process

Regularly ask report

users for feedback

18

C L E AN R E P O R T I N G L AN D S C AP E : T H R E E M AI N S T E P S

B U I L D R E P O R T

I N V E N T O R Y

A D A P T

I N F O R M A T I O N

S T A R T

R E D E S I G N

Overview on existing

reports

Dimensions like workload,

audience, impact,

content, owner, cycle etc.

Regular discussions for

and decisions for

improvements

Deletion of unnecessary

reports

Audience adaption

Cycle adaption

Content adaption

Higher report

standardization

Standardized KPIs

19

K P I F O U N D A T I O N S : F O U R P I E C E S O F A V A L U E - A D D I N G K P I

19

R E S P O N S I B I L I T Y

A C T I O N A B I L I T Y S T R A T E G Y O R I E N T A T I O N

M E A S U R A B I L I T Y

N E V E R S T O P AS K I N G U S E R S F O R F E E D B AC K :

B AS I S O F I M P R O V E M E N T S AN D P I P E L I N E M AN AG E M E N T

85%

2%

13%

Yes OthersNo

22

"Would you like to have additional

training or documentation on the

Management report?"

ILLUSTRATION

-51%

Reduce # of

pages

Lower

frequency

S E N T P A G E S P E R M O N T H

Lower

frequency

Merge

reports

Delete

reports

-32%

Unsub-

scribe

# R E P O R T S T O R E C I P I E N T S P E R M O N T H

-52%

Reduce # of

pages

Unsub-

scribe

Lower

frequency

Delete

reports

S E N T D A T A V O L U M E P E R M O N T H

-16%

Improve creation

process

M A N - H O U R S P E R M O N T H

M E A S U R E I M P L E M E N T A T I O N L E A D T O D E S I R E D S U C C E S S

23

24

E F F I C I E N T

P R O C E S S E S A N D

S Y S T E M S

W O R K F L O W SD ATA

C O N S I S T E N C YA U T O M AT I O N

25

T H R E E C O R N E R S T O N E S F O R E F F I C I E N T R E P O R T I N G

Dashboard

Simultaneous review

(> 50 users)

Formatting options

Single source of truth

Fast and easy access

Self-service

Lean admin

1. Write comment

(Editor)

2. Review comment

(Reviewer)

3. Final comment

(Reporting Team)

Reject Function

Reporting package is a set of 60 individual reports with approx. 180 comments

Always up-to-date no versions circulated via Mail/Excel

Self-organizing, flexible workflow

Comment boxes with various editors and reviewers, status by comment (live)

Push notification for writer and reviewer if rejected

W O R K F L O W S : E N A B L I N G T H E S O- W H A T I N R E P O R T I N G

26

27

I N S E AR C H O F T H E H O L Y G R AI L :

S Y S T E M S S U P P O R T I N G " S I N G L E S O U R C E O F T R U T H "

27

Consistency

Speed

Flexibility

Quality

Transparency

Mobile

Less admin

28

F AS T C L O S E : S T E P C H AN G E AC H I E V E D

Book-to-report substantially improved

Market requirements

Speed

Quality

Changes easy to roll-out

Examples of Controlling contribution

Efficient allocation processes

Review of forecast procedures

28

M O N TH

E N D

M O N TH

E N D

F I N AL

C L O S E &

R E P O R I N G

F I N AL

C L O S E &

R E P O R I N G

PRESENT ~ 5 DAYS

PAST - (20 DAYS)

V AR I O U S

S YS TE M S ,

M AN U AL

AN D I TE R ATI V E

P R O C E S S E S

E F F I C I E N T

S YS TE M S ,

S TR U C TU R E S

AN D

P R O C E S S E S

29

C O N T I N U O U S

I M P R O V E M E N T S

K E E P P I L O T I N GT O O L T V K P I W I K I

# N E V E R S T O P I M P R O V I N G

Regular check of

existing tools

comparable to

technical inspection

for cars

KPI handbook

financial & non-

financial

Company-wide

standardized

Continue to try out

new developments

Think minimum

viable product

30

A U T O T V T O O L T V

Structure of checklist builds on

analogy to cars

As development continues, tools

become difficult to comprehend

KPI definitions change

Processes are not well documented

Errors are not highlighted by the tool

Why is a (regular) servicing

of tools recommended?

T O O L T V : R E G U L A R S E R V I C I N G J U S T L I K E C A R S

31

Single source for KPI definitions

Continuous updating rather than

constantly outdated

Linking KPIs to reports and vice

versa

Social: learn, share, comment, add,

K P I W I K I : K N O W L E D G E S H A R I N G P L A T F O R M

34

P I L O T S AN D P R O T O T Y P E S T O

G E N E R AT E L E AR N I N G S AN D AD V AN C E C O N T I N U O U S L Y

Allow for local variation with

intention to adopt learnings centrally

Think minimum viable product

Find the right testing grounds

There is no such thing as a perfect

solution

Make change a constant

37

38

Q & A

This presentation and its contents are strictly confidential. It may not, in

whole or in part, be reproduced, redistributed, published or passed on to

any other person by the recipient.

The information in this presentation has not been independently verified. No

representation or warranty, express or implied, is made as to the accuracy

or completeness of the presentation and the information contained herein

and no reliance should be placed on such information. No responsibility is

accepted for any liability for any loss howsoever arising, directly or

indirectly, from this presentation or its contents.

D I S C L AI M E R

39