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Nelly.com historyThe market and the consumers 2015

Jarno Vanhatapio Amsterdam, May 2015

Nelly.com history

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• Privately founded E-comm start up by Jarno Vanhatapio in Borås, Sweden Launched September 2003.

• September 2007 MTG Online acquired 90% of Nelly.com.2010 MTG Online became CDON Group and listed on Nasdaq OMX.

• Nelly.com brand awareness: 94%. Ages 15-35. 2011

• Privately founded E-comm start up by Jarno Vanhatapio in Borås, Sweden Launched September 2003.

• September 2007 MTG Online acquired 90% of Nelly.com.2010 MTG Online became CDON Group and listed on Nasdaq OMX.

• Nelly.com brand awareness: 94%. Ages 15-35. 2011

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Nelly.com

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

93110

82

63

43,5

19,5

574% growth between 2008-2010. 90% domestic sales+5% profit margin. 195K followers on instagram.

MEURO

6

126*

Nelly 2003-2012My own reflections.Top 3 reasons for Nelly.com´s succéss in the Nordic area/Europe

(Other than the obvious fashion reasons)

Nelly 2003-2012Third fastest growing company in Sweden.Nelly grew from 7m euro to 70m euro in turnover in 36 months.

(2008-2011)

Nelly 2003-2012Nelly succéss factors 2003-2011

My reflections

• Marketing outside the box - Free and Viral.

My reflections

• Marketing outside the box.


My reflections

• Marketing outside the box - Free and Viral.• Private labels – Unique products.

Nelly 2003-2012

Nelly Trend & Nelly Shoes

Nelly.com 2012


My reflections

• Marketing outside the box - Free and Viral.• Private labels – Unique products.• Eye on the customer – Open to buy budget.

Nelly.com is history for me now…Where is the market headed now

And how to capitalize on it?

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Everything changes and right noweverything is changing faster than ever before

Thanks to social media, the global transparencyand consumers online mindset

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It took England 37 years to double itsGNP (BNP) India only needed 10 years…

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To be able to look forward we need to look backwards.How did the consumers think 2014?

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2014 from Googles perspective…

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Di Världen 2015

film

Fearless, Curious, Optimistic, Aware, Unique2014

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2015 will continue where 2014 ended...

2015 we are even more in the hands of the consumer

To understand coming e-com trends, you needto understand the new consumers and the market.

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My 2015 perspective on the consumer and the market.

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The consumer 2015

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The consumer 2015

Curies

AwareSafe

SearchingImpatient

LazyUnconcentrated

EmpathicAmbassadeur

Egocentric (Selfies)

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The consumer 2015

Curious

Safe

AwareSearching

ImpatientLazy

UnconcentratedEmpathic

AmbassadeurEgocentric

The consumer 2015

Curious

Safe

AwareSearching

ImpatientLazy



The market 2015

Global / Unique

Hybrid business models

TransparentPrice aware

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The market 2015

Global / Unique



Winning companies 2015

Global / Unique

Hybrid model

Price awareRelevent

ServicemindedFrictionless

Easy layout / InspireringSocially avare (CSR)

Share friendlyPersonal / Engaging

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The consumer 2015

Curious

Safe

AwareSearching

ImpatientLazy



The consumer 2015

Curious

Safe

AwareSearching

ImpatientLazy



The market 2015

Global / Unique




Global / Unique

Hybrid model

Price awareRelevent




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The consumer 2015

Curious

Safe

AwareSearching

ImpatientLazy



The market 2015

Global / Unique




Global / Unique

Hybrid model

Price awareRelevent




Efashion Amsterdam

The consumer 2015

Curious

Safe

AwareSearching

ImpatientLazy



The market 2015

Global / Unique




Global / Unique

Hybrid model

Price awareRelevent




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But what does this mean for my business?

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Your market approach needs to be adjustedYour product needs to be adjusted

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Marketing approach

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Marketing reversedThink backwards

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Build followers > Engage > Convert $$$

One more time…

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History of E-commerce(Example of change)

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Nelly 2003-2012The first generation…(SEARCH – sites)

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Nelly 2003-2012

Amazon.com 1995(Other: Ebay.com etc. Commodity Commerce)

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Nelly 2003-2012The second generation…(Browse – sites)

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Nelly 2003-2012

Nelly.com.com 2003(Other: ASOS.com, Zalando.com, Nastygal.com etc.

Digital Commerce with long tail)

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Nelly 2003-2012The third (and current) generation…(SEARCH, BROWSE and CONTENT – sites)

PASSION SHOPPING

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Nelly 2003-2012

Nelly.com.com 2003(Other: ASOS.com, Zalando.com,

Nastygal.com etc.)

TheFancy.com 2010(Other: Fab.com, Pinterest.com, Tumblr.com etc.

Emotional, inspirational & passion commerce)

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Nelly 2003-2012The future of e-comm(My beliefe)

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Nelly 2003-2012Its all about images and video…(Content, content, content)

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Etail Show Europe 2015

Nelly 2003-2012Hybrid business models…(Discovery Shopping)

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Nelly 2003-2012>

Possible way to use images/videos to adjust to the new consumers

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Dare to go international! Crossborder shopping is the sh*t!

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Nelly.com

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

93110

82

63

43,5

19,5


MEURO

6

126*

Efashion Amsterdam

Nelly.com

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

93110

82

63

43,5

19,5

55*

10,7

MEURO

2,7

DanielWellington.com 1196% growth between 2012-2014. 2% of it sales in Sweden. 40% profit margin. 972K followers on instagram.

6,3

200*

126*


Conclusion:

1. Crossborder hybrid business model (Like Wish)2. Frictionless and easy

3. Images are the new words

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“I have not failed. I have found 10.000 waysthat doesn´t work…”

– Thomas Edison, inventor of the fonografand the first usable light bulp.

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Thank you! Q & A

Jarno Vanhatapio Amsterdam, May 2015

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