26.06.2025 –, Breakout 2: Digital Business
Sprache: English
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.
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.
Martin has been the Cluster Lead for Digital Analytics – Data Science at Breuninger since 2021. Together with his team, he develops a wide range of algorithms and models to enhance Breuninger's performance across multiple domains, primarily leveraging tracking data. His work includes models that predict whether a client will return or make a purchase, assess interest in luxury or specific brands, and estimate individual price sensitivities.
In addition to customer-focused algorithms, Martin regularly contributes to projects requiring advanced data science expertise. These include the design and evaluation of price experiments, the development of return prediction scores for specific products, and the estimation of causal uplift effects.
Beyond his leadership responsibilities, Martin also organizes the internal Data Science Meetup, a regular forum for all data scientists working at Breuninger.
He holds a degree in Econo-Mathematics from Ulm University and a PhD in Economics with a focus on Game Theory, Data Science, and Reinforcement Learning. After completing his doctorate, he co-founded a data science consulting firm, where he served as CEO for two years before exiting and joining Breuninger.
Dominik is a seasoned pricing strategist and commercial leader, started as Head of Pricing at Breuninger in March 2025. With over a decade of experience in dynamic pricing, revenue optimization, and analytics, Dominik has successfully led pricing transformations across various sectors, including e-commerce, food delivery, and automotive retail. At Breuninger, he spearheads the development of localized pricing strategies across multiple European markets, integrating competitive intelligence, customer behavior insights, and advanced analytics to drive profitability and growth. His leadership encompasses the implementation of dynamic pricing tools, markdown optimization, and the cultivation of high-performing pricing teams. Dominik's academic background includes a B.Sc. in International Business from European-University Viadrina and an M.Sc. in Management Studies from Stockholm University. He is passionate about leveraging data-driven strategies to align pricing with customer value and business objectives.
Victoria has been part of Breuninger since 2023, where she has contributed significantly to pricing operations through her structured and analytical approach. With previous experience in supplier management and controlling at Mercedes-Benz AG, and an education in industrial business management from Daimler AG, she brings valuable cross-industry expertise. Going forward, Victoria will take on additional responsibilities as Junior Pricing Manager for Central Eastern Europe, further strengthening her role in shaping Breuninger’s pricing strategy.