DIGITALIZING KLÖCKNER & CO - Game-changing digital applications for a traditional industry.
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DIGITALIZING KLÖCKNER & CO Game-changing digital applications for a traditional industry. Winter 2020/2021
ABOUT US
kloeckner.i GmbH is the Berlin-based
innovation hub of Klöckner & Co SE
Founded in 2014, kloeckner.i combines Klöckner’s century of experience
in international steel distribution with the agile, customer-centric
approach of a start-up. Around 90 experts in software development,
data analytics, online marketing and UX design constantly work in
cross-functional teams to innovate and optimize the supply chain from
procurement to delivery.
kloeckner.i is far enough away from Klöckner & Co to
work creatively, yet close enough to leverage the parent
company’s expertise as well as access to customers and
suppliers. With its suite of digital tools and services,
kloeckner.i has turned Klöckner & Co into the digital
frontrunner in the steel and metals industry.
kloeckner.i Gmbh – Investor Relations: Capital Market Call 2020
OUR VISION
Transform Klöckner & Co into
a platform company.
As an international steel distributor, Klöckner & Co faces a challenging
market environment with weak demand and volatile prices. As early as
2014, Group CEO Gisbert Rühl recognized digitalization as an
opportunity for Klöckner & Co to set itself apart from the competition.
This has proved a great success - Klöckner & Co now already generates
42% of its annual sales of over six billion euros via digital channels and
this is set to continue rising rapidly. In 2022, the digital share of sales is
expected to be at least 60%.
By then, digitalization is projected to contribute over 100 million euros
to Klöckner & Co‘s operating result.
kloeckner.i Gmbh – Investor Relations: Capital Market Call 2020
OUR METHODOLOGY
Our user-centric innovation process constitutes the foundation of our work. It guides
us from the beginning of the product cycle to the market launch and beyond.
We combine design thinking principles with lean start-up methods and agile development.
The design thinking toolbox cultivates desirable product innovation by focusing on customer
needs. The lean start-up philosophy helps us validate our business assumptions and meet
market needs by incorporating feedback in an iterative loop. Finally, agile development
guarantees continuous and sustainable improvement by ensuring the flexibility to adjust to
changes rapidly. This philosophy shapes the design of our products and services.
DESIGN THINKING LEAN START-UP AGILE DEVELOPMENT
DATA
PROTO IDEATE
TYPE
LEARN MEASURE
Full-fledged
Solution
TEST DEFINE
IDEA PRODUCT
MMP
EMPATHIZE BUILD
MVP
Solve real problems
kloeckner.i Gmbh – Investor Relations: Capital Market Call 2020 Fail fast, fail cheap Scale
OUR PRODUCTS AND SERVICES
SUPPLIERS KLOECKNER CUSTOMERS
Efficient processing of producer & Greater efficiency & Transparency, convenience &
other vendor transactions better performance accelerated service
PRODUCTS
INDUSTRY PORTAL
KLOECKNER ASSISTANT
KLOECKNER MATCH!
KLOECKNER INTEGRATIONS
SERVICES
ONLINE MARKETING
DATA ANALYSIS & REPORTING
USER EXPERIENCE & DESIGN
PRICING
kloeckner.i Gmbh – Investor Relations: Capital Market Call 2020KLOECKNER INDUSTRY PORTAL The Kloeckner Industry Portal combines various customer frontends in one digital application. Onlineshop: State-of-the art e-commerce solution that provides all product information as well as configurable processing options, availability, delivery times and dynamic, customer-specific prices calculated by our internally developed pricing algorithm. Also includes extensive user-friendly, self-service functionalities, such as detailed order history, digital documents, fast ordering options and many more. Marketplace: By offering complementary products via third-party suppliers, we aim to provide a one-stop shopping experience for our customers. Contract Portal: The digital hub for the industry-specific contract business. Customers can review their contracts, release orders and request new contracts 24/7. kloeckner.i Gmbh – Investor Relations: Capital Market Call 2020
KLOECKNER ASSISTANT Kloeckner Assistant is an artificial intelligence project that helps Klöckner & Co customers become digital customers without altering their procurement processes. In the future, customers will still be able to send quotation requests or orders to Klöckner by e-mail, fax or phone and receive an offer or order confirmation in real time. This fully automated processing will not only significantly reduce manual labor, but it also considerably accelerates the entire ordering process, from quotation request through offer preparation to order placement. Status quo: Kloeckner Assistant automatically scans e-mailed PDF orders, extracts relevant information, matches it to the data in our ERP system and displays the results. Within minutes, sales reps can then send order confirmations to our customers. kloeckner.i Gmbh – Investor Relations: Capital Market Call 2020
KLOECKNER MATCH! Suppliers, distributors and customers use different article numbers and terms for the same product. This lack of standardization is a major challenge to digitalizing the supply chain in the steel industry. Now, we have the solution: Kloeckner Match! uses artificial intelligence to search and ultimately match product information. This paves the way for further digitalization efforts, as it allows us to process data between and beyond systems. First use case: Kloeckner Assistant kloeckner.i Gmbh – Investor Relations: Capital Market Call 2020
KLOECKNER INTEGRATIONS A variety of interfaces allow our customers and other stakeholders to access our solutions. Kloeckner application programming interface (API) connects the Industry Portal to third-party systems and automates the ordering process. Electronic data interchange (EDI) enables communication between ERP systems and thus automates core business transactions as well as the exchange of information. The Open catalogue interface (OCI) saves operational time for our customers by automatically transferring purchase orders from the Industry Portal to their ERP systems. kloeckner.i Gmbh – Investor Relations: Capital Market Call 2020
SERVICES
Our tools are flanked by professional services. Our teams have significant experience
in the digital business world. Know-how and expertise are the heroes in our success story.
DATA ANALYSIS & REPORTING ONLINE MARKETING
We support data-driven decision making by collecting company- With the launch of kloeckner.i in 2014, Klöckner & Co also
wide data using state-of-the-art business intelligence principles broke completely new ground in marketing. For the first time,
and conducting advanced analytics to gain business insights. Our we harnessed techniques, such as SEA or SEO, and promoted
data scientists drive the digitalization by working on algorithms Klöckner & Co's products in e-mail campaigns. Since then, we
that allow for instant information processing. have built up expertise in marketing steel and metal products
online that is unparalleled anywhere else in the world.
PRICING
To support Klöckner & Co sales strategy, our data scientists Customer Service
develop automated pricing solutions. Services include the To support our online customers from the beginning to the end
rollout of data-driven algorithms, customer classifications as of their digital journey, kloeckner.i has established a team of
well as monitoring of and reporting on pricing metrics. experts, that not only knows all details about the digital tools
USER EXPERIENCE & DESIGN that we provide, but also understand the customers’ needs and
takes every feedback seriously. That way, we can deliver great
We design digital products and services based on real user
service and make sure, that our customers are always in the
needs. By applying design thinking methods and the latest
design and interaction principles, we ensure our solutions center of our work.
deliver a positive and meaningful experience to our users.
kloeckner.i Gmbh – Investor Relations: Capital Market Call 2020Want to learn more? kloeckner.i GmbH Zinnowitzer Straße 8 10115 Berlin Germany E-mail: info@kloeckner-i.com Website: www.kloeckner-i.com
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