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Twitter interview: Levi's senior director of ecommerce on the future of digital

Drapers held a live lunchtime Twitter chat with Levi’s senior director of ecommerce and Drapers Digital Festival judge Claudia Roggenkamp yesterday.

Claudia roggenkamp

Claudia roggenkamp

The Drapers community took to Twitter to chat with Levi’s senior director of ecommerce Europe and Drapers Digital Festival judge Claudia Roggenkamp about the future of personalisation and what she expects from this year’s Digital Awards entries. Here are the edited highlights:

Q: How do you maximise social channels for sales and brand awareness? 

The important thing is to understand which of your social channels are valuable contributors early in the journey. Finding the right balance here is important.

Q: What will be the next big thing digitally that retailers should now be focusing on and investing in? 

Artificial intelligence (AI) and more big data-driven solutions.

Q: Will Levi’s be investing in AI this year? 

You may find some interesting surprises on our site this year …




Drapers Digital Awards – last chance to enter

  • The entry deadline for the Drapers Digital Awards has been is Thursday 19 January. ENTER ONLINE NOW.
  • For more information on the Drapers Digital Festival in April, click here.

Q: How and where does personalisation fit in to your [future Levi’s] plans? 

We want to give consumers exactly the experience that they want. And that is all about personalisation. Personalisation is important, not only when it comes to product, but also when telling people about our brand.

Q: How do you ensure brand perception, image and ethos remains the same across multiple channels? 

Very good question. It’s probably most difficult part. You need a strong brand and a clear vision to do that.

Q: Which factors are you currently personalising based upon? 

Currently mainly based on (purchase) history, so around making the right product choices. More to come soon.

Q: How important is video on ecommerce sites to drive sales?

Video is really important to build the brand. So, important across channels not only on our site.

Q: Do customers now feel comfortable shopping on the mobile channel? 

Sure they do. [The] move to mobile is real.

Q: Which fashion websites have got it right? Who stands out from the crowd? 

I would say probably Zalando for continental Europe and Asos for UK have the broadest capabilities. Nobody’s got everything right. So there is lots of opportunity out there.

Q: What are the top things you are working on in terms of digital agenda in 2017? Personalisation is definitely on top of the list. Also lots of technology investment behind it. Stay tuned!

Q: What will you be looking for in entries to the Drapers Digital Awards at the Digital Festival in April? I get excited about two things: Great innovation and great execution. Ideally both combined. That’s how to do magic.

Claudia Roggenkamp’s CV

Claudia Roggenkamp joined Levi’s in 2015 as senior director ecommerce Europe, for Levi’s Europe.

Roggenkamp manages the company’s online stores and across 14 European countries and 10 languages, running merchandising, marketing and operations out of Levi’s European headquarter in Brussels.

She works closely with the company’s global ecommerce team in San Francisco. Before working for Levi’s, Roggenkamp was managing director of ZLabels, a subsidiary of Zalando in Berlin, where she built its private label business.

She started her career with the Boston Consulting Group, where she was a project leader at its Berlin office.


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