Intershop Survey: Shop Managers Now Need a Broader Skillset

  • Today’s e-commerce managers require both technical and business skills
  • Tools for analyzing and managing online sales needed
  • Shop Managers are key to e-commerce success

Jena, Germany, February 9, 2010 – E-commerce is all about management, with running an online store increasingly requiring business expertise alongside technical skills. That’s the key finding of a recent survey by e-commerce provider Intershop. As well as being fully conversant with the product range, market, and the competition, today’s online store managers need to know where their target groups are and which marketing strategies will reach them. They must establish relationships with suppliers, partners, and logistics providers and negotiate terms. Analyzing and optimizing processes is also part of the job.

According to the online sellers surveyed, the management information and tools needed to perform these tasks are often lacking. For example, fashion retailers cannot maximize sales by simply presenting a new collection four times a year, from spring through to winter. They need to encourage customers to make purchases via up-to-the-minute offers on the homepage or in newsletters, themed pages that are changed regularly, or specials for loyal customers. This can be a daunting task if managing or updating product data is complicated and the approval procedure is lengthy. Few Shop Managers can create themselves new Web pages or their components in a comfortable manner, preferably in real-time.

Online success is measured by factors, such as response to marketing activities, the level of returns, the conversion rate for recommendations, individual customer value, and delivery performance. The companies surveyed expressed a wish for intuitive tools that continuously evaluate and improve these criteria by enabling shop managers to take corrective action themselves. Peter Mark Droste, Management Board member of Intershop Communications AG: “Shop Managers are crucial to a retailer’s image and success. Many companies recognize this by not only investing in qualified staff, but also by providing an appropriate work environment that supports their demanding role.”

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About Intershop

Intershop Communications AG (founded in Germany 1992; Prime Standard: ISHA) is an independent, internationally leading provider of omnichannel commerce solutions. The latter are available as cloud-based commerce-as-a-service solutions or as licensed models and combine the expertise from over 25 years of software development for online commerce. Upon request, Intershop orchestrates the entire omnichannel commerce process chain – from the design of online channels to the implementation of software to fulfillment. Around the globe more than 300 enterprise customers run Intershop solutions. Customers include large corporations such as HP, BMW, Würth and Deutsche Telekom as well as medium-sized enterprises. Intershop operates in Europe, the USA and the Asia-Pacific region.

This news release contains forward-looking statements regarding future events or the future financial and operational performance of Intershop. Actual events or performance may differ materially from those contained or implied in such forward-looking statements. Risks and uncertainties that could lead to such difference could include, among other things: Intershop's limited operating history, the unpredictability of future revenues and expenses and potential fluctuations in revenues and operating results, significant dependence on large single customer deals, consumer trends, the level of competition, seasonality, risks related to electronic security, possible governmental regulation, and general economic conditions.

Intershop Public Relations

Heide Rausch
Head of Corporate Communication