Award Presentation

June 2014

presented by Hartmut Krenslehner, M.A. Chief Marketing Offi cer

marketing@sportnahrung.at

Award Presentation

Sportnahrung.at Juni 2014 2

1. Company description2. Website functionalities3. e-Commerce KPIs4. ERP system integration5. Why are we the winners

Award Presentation

Sportnahrung.at Juni 2014 4

Leading fitness & sports nutrition company in Austria!

• Founded 1999 in Graz (Austria) with first small retail shop

• Currently 26 retail shops and market leader position in Austria (25 %)

• USP I: biggest selection of brands and own »PowerTec« supplements line

• USP II: multichannel model with exceptional customer service

• New webshop & ERP system launched in 2013

• Online fastest growing channel / revenue share 2014 (RR) at 20 % +

• Sucessful expansion to Germany / 0 to 1,5 mio € in 2nd year (RR)

• Revenue development overall:

6 mio € in 2012 8,5 mio € in 2013 12 mio € in 2014 (RR)

40 % growth in 2013 40 % growth in 2014 (RR)

Award Presentation

Sportnahrung.at Juni 2014 5

Magento Webshop

• 100 % cloud hosted

• Smart recommendation engine

• Zendesk support tool

• Trusted shops certified

• Over 600 products online

Over 100 k returning customers

40 k active Facebook fans

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Sportnahrung.at Juni 2014 6

Key performance indicators above industry average

• Conversion rate: 3 %

• Bounce rate: 35 %

• »Search product« field: conversion of 6 % / 25 % using it

• SEO ranking is SCA due to a strong and generic brand name

• Most traffic through brand (direct type-in, paid search, organic search)

• Generic traffic: 60 % through brand-related keywords

• Brand-related keywords paid: 50 % is »sportnahrung«

• Direct type-ins: 22 % of total traffic

Traffic increase of 300 % since relaunch in 2013

Revenue increase of 100 % since relaunch in 2013

Award Presentation

Sportnahrung.at Juni 2014 7

Fully integrated POS-ERP-solution cloud hosted

• POS cloud solution works if internet access is interrupted

• Payment with creditcard (saved online) in POS shops as well

• Payment by invoice or in instalments in POS shops (Klarna)

• Payment with store credits in webshop and POS (auto synchronized)

• Buy voucher online and redeem offline (vice versa)

• Follow customer behavior online and offline

• Newsletter opt-in at POS shop (customer interest groups)

• Email & banner penetration depending on behavior online & offline (Criteo)

Special POS system for franchisees (incl. order management)

Award Presentation

Sportnahrung.at Juni 2014 8

We created a sustainable multi-channel business

• Sucessful development of a multi channel strategy:

- Beta: same day delivery option through retail shops

- Pay in shop, have it delivered to your home (smaller stock)

- Buy online, return at shops (additional service)

• Further integration offline & online world:

- POS system for retail shops sync with webshop (access to stock)

- Re-order functionality for retail shops through webshop

Outlook 2014/15: further expansion to the German market

50+ shops by the end of 2015 / 30 % online revenue share

Top 3 in Germany by end of 2015 / 40 % market share in Austria