1. © 2015, TOP-TOY A/S - All rights reserved. ORGANISING TO SUPPORT THE CUSTOMER JOURNEY Marketingafdelingen på tværs (Fokus: Organisering)

2. © 2015, TOP-TOY A/S - All rights reserved. FROM PRODUCT TO CUSTOMER CENTRICITY

3. © 2015, TOP-TOY A/S - All rights reserved. FROM PRODUCT TO CUSTOMER CENTRICITY Organisational structure & KPIs Culture Competencies Technology

4. © 2015, TOP-TOY A/S - All rights reserved. ORGANISATIONAL STRUCTURE & KPI’S 4

5. © 2015, TOP-TOY A/S - All rights reserved. CUSTOMER, BANNER, PRODUCT, AND CAMPAIGNS 5 Brand strategy, CVP, and strategic objectives Category Mgmt. Space|Sales|Marketing|eCommerce

6. © 2015, TOP-TOY A/S - All rights reserved. MARKETING, CATEGORY & SALES 6 Supporting Category strategies Immediate actions Learnings & Understanding Customer Journey understanding Brand Strategy CVP & Strategic objectives Marketing & Sales Scorecard – Audit*** (Objectives, KPI’s and reporting for Segments and Categories) Marketing activities plan** incl. Segment address Category plan incl. Segment address Brand CI BR Strategy Segment Marketing & Sales strategies – 3 years perspective Planning & Execution - Yearly

7. © 2015, TOP-TOY A/S - All rights reserved. ALIGNMENT OF COMMERCIAL AND MARKETING GOALS 7 Motivations Questions Activities Incl. Touch points Barriers Commercial objectives Objectives for Marketing (BADL) Customer Journey understanding Key Activities Marketing Sales Others Create Loyal customersDevelop customersAcquire new customer

8. © 2015, TOP-TOY A/S - All rights reserved. CULTURE 8

9. © 2015, TOP-TOY A/S - All rights reserved.

10. MANAGEMENT SUPPORT Bringing our stores closer to our customers Ensuring the best product assortment Improving TOP-TOY’s agility Providing a seamless customer journey

11. © 2015, TOP-TOY A/S - All rights reserved. TRADITIONAL TO DIGITAL MARKETING TRADITIONAL MARKETING Planned campaigns. Marketer decides. DIGITAL MARKETING Inbound next-best offer decisioning. Customer initiates.

12. © 2015, TOP-TOY A/S - All rights reserved. COMPETENCIES 12

13. © 2015, TOP-TOY A/S - All rights reserved. Brand MarketingBR MarketingTRU MarketingRetail DigitalLoyalty MARKETING FUNCTIONS GDC

14. © 2015, TOP-TOY A/S - All rights reserved. MARKETING ORGANISATION DevelopmentPlanningExecution Customer Journey CRM Platforms Stakeholder mgmt. Use of ‘bandwidth’ Campaign plan Banner CVI Design Copy All channels

15. © 2015, TOP-TOY A/S - All rights reserved. PROCESS CUSTOMERS PLANNING EXECUTION PLATFORMS RESPONSE ATTITUDE

16. © 2015, TOP-TOY A/S - All rights reserved. COMPETENCIES & ORGANISATION 16 DevelopmentPlanningExecution Customer Experience Design (CX) CRM User Experience Design (UX) Art Direction Front-end Development Back-end Development Webmaster (SEO & internal search) Paid media planning Banner Brand Management Campaign Management Copywriting DTP Graphics CMS E-mail Social NEW

17. © 2015, TOP-TOY A/S - All rights reserved. TECHNOLOGY

18. © 2015, TOP-TOY A/S - All rights reserved. LONG TERM CAPABILITY BUILDING 2020 20152016201720182019 Situation today Build TOP-TOY Retail Omni-Channel Capabilities Organisation and technology platform development enabling integration and strategy fulfilment Situation today Marketing & Sales Model 1.0 Marketing & Sales Model 2.0 Marketing & Sales Model 3.0

19. © 2015, TOP-TOY A/S - All rights reserved. TECHNOLOGY 19 7. Supporting organisation, roles and processes – Change Mgt. 1. Integrated Marketing 6. Omni-channel management 3. Fulfilment 4. Data Collection and Customer Recognition Omni-channel Execution Omni-channel Enabling 2. Shopping Stores & Ecommerce 5. Data analytics Omni-channel business system and deployment initiatives

20. © 2015, TOP-TOY A/S - All rights reserved. ?