DBCS Connect Day

Marcin Winkler

Marcin Winkler – for nearly 4 years, Country Manager CEE & EU Cluster at Breuninger (DBCS), responsible for ecommerce business development in Poland, the Czech Republic, and the EU Cluster (Belgium, Netherlands, Luxembourg, Spain, Italy).

He has over 20 years of professional experience gained in corporations and the startup environment. He has designed and implemented growth and digitalization strategies for companies in industries such as retail, e-commerce, beauty, fashion, telecommunications, banking, media, and FMCG.

Before joining Breuninger, he served on management boards and was responsible, among other projects, for the digital transformation of Avon Cosmetics in CEE Region, the implementation of digital strategies at Play Communications, and, as Vice President, co-created the success of the fast fashion platform born2be.pl in Poland. Earlier, he lead innovative projects and marketing strategies as Digital Marketing Director at Play Communications and Managing Director at OMD Poland.

Marcin Winkler holds an MBA from the University of Chicago Booth School of Business and is a graduate of SGH Warsaw School of Economics.


Beitrag

26.06
14:10
40min
Pricing Poland: Data-Led Decision in a fast-moving market
Marcin Winkler, Martin Kies, Dominik Teriet, Victoria Hölscher

Poland’s fashion e-commerce market presents unique challenges and opportunities for Breuninger. As customer research reveals, price is the single most important decision criterion for Polish customers, even in the luxury segment. Combined with a highly fragmented market and fierce competition from both international behemoths like Zalando or Aboutyou and many local incumbents, pricing becomes a critical lever for driving top-line growth and bottom-line profitability.

This presentation will explore how Breuninger is leveraging data-driven decision-making through pricing experiments in Poland. Using AB testing as a foundation, we analyzed the impact of competitive price adjustments on customer behavior, including page views, purchases, and contribution margin.

Through visual insights and key metrics, we will demonstrate how steering prices to match or slightly undercut competitors significantly increased customer engagement and sales without negatively impacting profitability. While the results are promising, we will also address the limitations of this approach, such as potential long-term effects on brand perception.
Finally, we will outline the next steps for Breuninger’s international pricing strategy, highlighting how these findings will inform broader initiatives to optimize pricing across markets.

This session aims to provide insights for DBCS employees explaining the strategic importance of pricing in a fast-moving market and contribute to Breuninger’s continued success in Poland and beyond.

Breakout 2: Digital Business
Breakout 2: Digital Business