At the e-Commerce Day 2025, Dominik Kraxner, Head of Sales DACH at Fissler, provided exciting insights into the premium cookware manufacturer's omnichannel strategy. It became clear that digitalization challenges established brands - but also offers enormous opportunities.
Dominik Kraxner, Head of Sales DACH at Fissler, opened his presentation with a clear focus: how can an established premium brand successfully shape the digital transformation? His answer: through a consistently implemented omnichannel strategy that focuses on the customer.
Who is Fissler - and why is omnichannel so important?
Fissler - a 180 year old company from Idar-Oberstein - stands for “quality, premium craftsmanship ‘Made in Germany’”. Exceptionally, 85% of sales come from goods produced in Germany. But even a strong brand needs to remain visible and relevant in the digital age.
"For us, omnichannel means being where our customers are. And today's customers no longer make linear decisions," explains Kraxner. Fissler therefore relies on a large number of touchpoints: stationary stores, its own online store with a D2C strategy, over 700 points of sale in retail and a network of 22 distributors abroad.
Between Amazon basics and premium brand: visibility in the commodity market
The market for cookware is highly competitive. “We are in a commodity market - flooded with products from Asia, Amazon Basics and cheap goods,” says Kraxner. In this environment, it is important to remain visible and position yourself clearly.
This can only be achieved through consistent differentiation - and a networked omnichannel model: “Our aim is to offer customers the best possible brand experience at every touchpoint.”
Marketplaces as a key building block
Digital marketplaces in particular play a key role for Fissler - even if that wasn't always the case. “Two years ago, Kaufland.de was a no-go for us,” recalls Kraxner. Today, Fissler has become the top supplier in its category there within six months.
The company also achieves impressive results on Amazon: “Eight out of ten customers on Amazon are new customers for Fissler.” This is particularly remarkable, as Fissler products such as pot sets have a long service life - with a 15-year guarantee.
Channel-specific ranges
An important success factor in the omnichannel model is channel-specific product range differentiation - without appearing arbitrary. “We have exclusive ranges for certain channels without diluting our premium claim,” explains Kraxner. Fissler works with the good-better-best principle - from entry-level products to the premium segment.
Online or offline? It depends on the product
When asked about the respective strengths of online and offline sales, Kraxner gives clear examples: "Pans work better online - impulsive, cheaper, quicker decisions. With pot sets on the other hand - 679 euros RRP - people want to touch the product."
This results in a clear duality in the sales strategy: cheaper range online, high-priced offline - in the sense of a modern ROPO approach (Research Online, Purchase Offline).
Future prospects: AI, trust and community
Fissler sees great potential for the future in AI-supported research, data-based targeting and storytelling - paired with human empathy. Because: “If you only rely on data and don't build a relationship, you become irrelevant.”
According to Kraxner, trust is becoming the new currency in retail: "Why does someone buy a Nike Air Force 1 and not a Reebok? Because they trust the brand. That also applies to us."
Social commerce is also a focus - including TikTok. Fissler is planning its own content as well as collaborations with influencers.
Omnichannel is not a trend - it's a strategy
Fissler shows how a traditional brand is helping to shape change - between online marketplaces, bricks-and-mortar retail and digital storytelling. Kraxner gets to the heart of the matter: "E-Com is not the only truth. D2C is not the wisdom. But omnichannel? Omnichannel is our answer."
