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How can we achieve efficiency and innovation at the same time? That was the theme of the neuland Fachtag 2025.
Between Efficiency and Disruption—this was the theme of the neuland Fachtag on September 25, 2025. It was a day full of insights and perspectives that highlighted the current challenges in digital commerce: How can companies achieve efficiency and innovation at the same time? What role does artificial intelligence play? And how can companies remain capable of taking action despite uncertainties?
Keynotes: Three Perspectives on the Efficiency Dilemma
1. Shaping instead of managing – A mindset for uncertain times
Markus Andrezak, founder of überproduct and a specialist in product discovery, made it clear that while the reflexive retreat into processes, control, and cost discipline is humanly understandable in uncertain times, it leads to stagnation in the long run.
He asked: "So what does a mindset look like that doesn’t fall back into management—but instead leads to shaping the future? And how does this mindset translate into concrete action?" Markus advocated for greater courage in pursuing strategic clarity. Especially in times of crisis, he argued, we don’t need rigid roadmaps, but rather an action-oriented mindset with a clear understanding of our own role between efficiency and disruption:
Anyone who wants to make the most of good times and bad must develop maturity: moving from a reactive reflex to cut costs toward targeted differentiation, and from there on to strategic surprise. None of this is magic, but rather a learnable, operational craft: achieved through clear principles, consistent practice, and social commitment.
“Crises reorganize everything. If we don’t shape the future now, others will.”
The keynote by Markus can be viewed here (in German).
2. The "Both-and" Strategy – Insights from Breuninger
Johannes von Krane (Director of Product) demonstrated how Breuninger views cost management and innovation not as opposites, but as driving forces for sustainable development throughout the company. Johannes made it clear that it is no longer a matter of “either-or,” but rather a bold "both-and".
Using concrete examples from his company’s day-to-day operations, he explained how the use of artificial intelligence and a return to proven methods not only streamline processes but also create new growth opportunities—without compromising on quality or brand identity. At the same time, he highlights where proven methods and structural realignments help reduce unnecessary complexity and use resources more effectively.
The result is a call for more balance, less black-and-white thinking, and the courage to consciously break with successful patterns in order to make the old bear fit for the future.
3. Efficiency Through Intelligence – neuland Practical Use Cases
Tobias Torkler, Malte Blanken, Katharina Lutz and Helmut Zechmann from the neuland team presented, in three parts, how the efficiency dilemma can be turned into a solution. They demonstrated how intelligent data usage in everyday e-commerce successfully combines cost pressure with innovation.
Business Metrics in Business Teams (Tobias Torkler)
Business metrics belong in the product team: To ensure that development teams can make truly informed decisions, they should not only collect and understand technical metrics but also business metrics—and take ownership of them.
Decisions made within the team based on domain expertise allow for deriving the right insights in many situations.
When a team opens itself up to this data-driven perspective, it will make surprising—and hopefully positive—discoveries, or at least useful ones.
Automated Generation of Alternative Text (Malte Blanken)
Generative AI can be used to efficiently and compliantly generate alternative text for millions of product images.
The quality of automatically generated image descriptions depends largely on the product data fed into the system and the selection of the appropriate AI model—more affordable models often deliver sufficiently good results.
How to Succeed with Data-Driven Product Search (Katharina Lutz, Helmut Zechmann)
Data analysis helps product development teams make the right decisions.
Data analysis belongs on the domain-expert team: Data-driven work can only truly be effective when analysis, domain expertise, and product ownership are all part of the same team.
The keynote can be viewed here (in German).
Afternoon Hands-On Sessions
Whether through interactive sessions or inspiring presentations, participants were able to apply their knowledge directly, gain new perspectives, and exchange ideas in discussions. The diverse sessions were prepared and led by neuland employees.
This year’s focus included store search: We presented our Blue Angel-certified search solution, HOLMES, and discussed how AI is changing expectations regarding search behavior.
We also explored how companies can gradually modernize their legacy systems, including with technologies from our partners commercetools and Emporix.
In doing so—and with regard to all other topics as well—it was important that we did not present rigid solutions. The goal was to raise awareness and draw attention to current changes and to encourage participants to start thinking early on about what this might mean for their companies.
Conclusion: Efficiency and innovation go hand in hand
The symposium demonstrated that the path out of the efficiency dilemma can take many forms. It became clear that efficiency and innovation go hand in hand and are not mutually exclusive. Progress happens when we’re willing to break new ground and question—or even abandon—old patterns of thought. We’re looking toward the future with motivation and anticipation, and we’re excited to continue thinking ahead together.
We’d like to thank all participants for this inspiring day full of ideas, connections, and fresh perspectives. You made this symposium something special. We’re already looking forward to the next neuland Fachtag and to continuing to shape the future together with you!
neuland Fachtag 2025 in Pictures:
Thank you very much to Sigrun Strangmann for photographing the day.
