The company wants to broaden its range with the new brands and take relevant niches into account. External brands that have not previously been considered for cooperation will be represented in future in order to offer customers a wide range, the Hamburg fashion chain said on request.
The marketplace team consists of ten employees who are currently driving the expansion of the marketplace under the online presence vangraaf.com. The choice of the name of the own shirt brand has legal reasons related to the namesake Peek & Cloppenburg Düsseldorf. P&C Hamburg is also represented in Switzerland with the Van Graaf, but there is still no online shop under the name there.
This is what P&C’s omnichannel strategy looks like
The interaction of online and stationary trade is the focus of the expansion of the marketplace. Orders from marketplace partners can be returned to P&C Hamburg branches. In addition, P&C Hamburg offers customers to return items from P&C and items from partner brands in one package instead of returning them separately.
The range of partner brands will also be integrated into the P&C Hamburg customer app. In the “similar products” section, the articles are listed next to P&C articles, which increases their reach. Partner brands that are represented on the Van Graaf website can also be included in the stationary shop after consultation with P&C. This is particularly attractive for the brands due to the regular customers of P&C branches.
Inclusion in the marketplace also offers the partner brands insights into the behavior of P&C customers. Marketing campaigns via the marketplace can be used to specifically address specific groups of customers.
P&C works with various service providers to optimize the process of integrating the new partner brands into the marketplace. The providers include Tradebyte, an integration provider that is also used by Zalando and AboutYou – and whose processes are sometimes already known to the brands. This ensures that the connection to the marketplace is as smooth as possible. P&C also works with the connection service provider Heyconnect. Thanks to the cooperation with Heyconnect, the marketplace has already grown rapidly in the past – around 60 of the brands offered on the marketplace are represented by Heyconnect.