THREE.E-Director Femke Bohling: "Understanding Your Target Audience Is Central For Succes"

At the K5 Conference in Berlin, ECDB had the pleasure of sitting down with Femke Bohling for an exclusive interview.

Femke, a seasoned professional with extensive experience as Director of Brand & Advertising at ABOUT YOU and Director Business Services at SCAYLE, has now ventured into founding her own company: THREE.E, an eCommerce and marketing consultancy based in Hamburg. In our conversation, she shared her insights on the latest trends in eCommerce, the challenges and opportunities of being a female leader in the industry, and her journey from employee to entrepreneur. Here’s what she had to say

ECDB
Thank you for taking the time to talk with us about eCommerce.

Femke Bohling
My pleasure, I'm excited.

It's not easy to find a slot amid all the buzz here at K5.

No, there are many relevant decision-makers and people from the industry here. I can't walk through the halls without being stopped constantly.

You are a one of these decision-makers: You've founded THREE.E recently. Could you tell us about your company? What is your key asset? What do you bring to the market?

Our vision is to elevate your digital business. How do we do that? The core team consists of people with scaling experience, all bringing their expertise from ABOUT YOU and B2B consulting. For example, I spent 8.5 years at ABOUT YOU. The entire team has grown up either in eCommerce or in agencies, learning a lot about marketing. We want to make this expertise available to our clients, and it goes beyond just consulting. We also handle execution, meaning we can implement what we advise or enable the client's team to do so. Our values are Expertise, Execution, and Enablement - our three "E"s, which inspired our name.

You mentioned that you were with ABOUT YOU and SCAYLE for a long time as an employee. What made you decide to go independent?

It was the next step for me, a natural progression in my career. It felt like the right time due to a series of fortunate circumstances that presented a once-in-a-lifetime opportunity. So here I am.

A bold decision. eCommerce is growing, and it's a market worth investing in. But taking the reins yourself is a different challenge. You're now among the female leaders in the eCommerce business. What does that mean to you? Have you faced any challenges? What advice would you give to other women looking to start their own business?

I think everyone knows the challenge of meeting the expectations of the various roles one plays - as a woman, a mother, a founder, and a consultant. Balancing these expectations is the biggest challenge. My advice is to be brave. It's not as hard as you might think. Seek out role models and build a network. Support each other, and ideally, become a role model yourself. That truly makes a difference.

I might be walking into a trap here, but as a mother, you have your maternal duties and a strong career. How do you manage your personal and family life?

You can't do it alone. You need a strong support network and safety nets for when things go wrong. It's crucial to be very clear about what you need to be successful and satisfied, both privately and professionally. Set boundaries and be firm about them. You can't do everything, and sometimes you have to say no to overtime. But honestly, while I'm happy to share my experience, I wonder if you would ask a male founder this question.

In striving for gender equality, I realize I might be doing what I criticize in journalists. If I think about it, I probably wouldn't have asked the founder of ABOUT YOU this question. So, I'm part of the problem. But it's an insight gained from discussions, leading to the right conclusions.

If this makes me a role model and encourages others to take the plunge, then the question was worth it, and I accept it gladly.

Back to eCommerce: What are the biggest trends right now? We hear a lot about AI and sustainability.

We need to distinguish between what we do daily and the big trends. One major trend is the shift to "Manufacturer to Consumer", highly driven by Asian players like Temu. Social Commerce is another, with platforms like TikTok entering the eCommerce space with significant user engagement. These are the trends to watch without panic, but understanding their impact and developing strategies to respond is crucial.

You've worked extensively on brand building at ABOUT YOU and SCAYLE. What is important for a brand today?

Understanding your target audience is central. How do you solve their problems or remain relevant to them? You also need to know where your audience is and what language they speak. Meet them where they are and speak their language. That’s the key to success.

Thank you, Femke! Best of luck with THREE.E.

Thank you!