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2 TITLE OF THE PRESENTATION WHO AM I Marco Suurland 

3 TITLE OF THE PRESENTATION I WORK FOR 

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6 TITLE OF THE PRESENTATION WAY OF WORKING ECOM OPERATING MODEL 

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8 HIGHLIGHTS Cross functional effort to upgrade complete HUGO BOSS @ Douglas.nl New PDP (+) for all major lines SEO optimized text GIF/VIDEO/KV IMAGES inspiration BRAND PAGES refresh RESULTS • CARS from 48% → 80% • PDP+ from 21% → 69% • Ecom SELL-OUT HB • FYTD IX240 COMPLETE MAKE-OVER HUGO BOSS COTY LUX – NEW PDP‘S, PDP+ UPGRADES, UPGRADED BRAND PAGES, SEO TEXTS NEXT STEPS • GUCCI, Chloé, Marc Jacobs • Check possibility Fragrance finder for HUGO BOSS 

9 TITLE OF THE PRESENTATION WHY REVIEWS!!!! 

10 RATING & REVIEWS APPROACH BENELUX COTY BENELUX CB & PRESTIGE - 1 2 3 Continuous Paid Continuous Owned Adhoc Paid • +1.000 members • Always on • CB & Prestige • Legally Checked • 30% - 80% Conversion • Beauty Platform • Independent • USG Photo’s & Video • Legally Checked • 75% Conversion • New Launches • Best Sellers • E-sampling • Legally Checked • 5% – 85% Conversion KYLIE Max Factor Rimmel Chloe Bruno Banani Lancaster HUGO BOSS Total Parcels Send 6,290 3,000 3,200 5,100 1,160 1,008 10,000 29,758 

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12 HIGHLIGHTS Local influencer activation Swipe up to retailer Collab Marketing/eCom/Retailer Gucci Beauty → Bijenkorf RESULTS Spectacular Online growth • Sell-Out Gucci Beauty +783% • Online Penetration 86% SOCIAL ACTIVATION GUCCI BEAUTY BIJENKORF NEXT STEPS • This is only the beginning • Influencer activation for • Philosophy • Gucci • Hugo Boss INFLUENCER ACTIVATION SELL-OUT EXPLOSION 

13 SOCIAL COMMERCE IS ON A BIG RISE CHINA LEADING THE WAY, REST OF THE WORLD FOLLOWING IN ALL INDUSTRIES 474 bn US$ 1948 bn US$ 2026 2020 Global Social Commerce Market size all industries In 2020 68% of the contribution is coming from China Ranking per industry: #1 Fashion and Apparel #2 Personal & Beauty Care #3 Home Products #4 Accessories 36% USED IT ONCE 9% USE REGULARLY 15% CHINA 5% USA Penetration: estimated % on total e-commerce sales in 2023: Social Commerce adoption US adults 2020: Sources: KVB Research, E-marketer, Business Insider e-com sales mkt supply f&a md leads consults CONCEPT Live Streaming debut featuring China’s ‘Lipstick King,’ Austin Li RESULTS 4x 20k lipsticks sold in 15 min. daily recruitment GUCCI X AUSTIN LI ONTMALLLIVE STREAMING 

14 WHERE SOCIAL COMMERCE COMES FROM? SOCIAL &COMMERCE PLA TFORMS TEND TO COVERTHE FULL FUNNEL AWARENESS ENGAGEMENT T raditional Western Social Networks... … Are integrating Social features In China, it is already blended. Social- focus platforms and E-com- merce-focus platforms cover both sides of the funnel. WeChat Douyin Red Weibo … Are integrating Commerce features to sell Checkout integrated services T raditional Western E-commerce platforms... CONVERSION LOYALTY Social-focus platforms E-commerce-focus platforms PinDuoDuo 

15 TITLE OF THE PRESENTATION KYLIE & LANCASTER DOUGLAS LIVE & INSTAGRAM LIVE NETHERLANDS 9X 3X 

16 TITLE OF THE PRESENTATION TEASER LANCASTER LIVE @ DOUGLAS TEASER REPLAY HOMEPAGE TAKEOVER AND WE ARE LIVE 

17 TITLE OF THE PRESENTATION BEHIND THE SCENES LANCASTER LIVE @ DOUGLAS TRUE COLLABORATION BETWEEN ECOM, MARKETING, SALES, INFLUENCER & PR & RETAILER 

18 HIGHLIGHTS 8 Live streams organized together with Marketing / IM / eCom & Sales Boost Visibility Boost Sales Engage with customer directly Happy Retailer RESULTS • X3-5 Page Views • Conversion • High Visibility • High engagement (chat) SOCIAL COMMERCE COTY BENELUX LUXURY – DOUGLAS/INSTA LIVE X KYLIE NEXT STEPS • POP-up Shop KYLIE • 3x Live with Lancaster Sun Season • Fragrances • Boost Replay value 

19 TITLE OF THE PRESENTATION VIRTUAL TRY ON 

20 TITLE OF THE PRESENTATION WHO AM I Marco Suurland