www.otto.de a social trading company?

The otto group is an big enterprise based in germany and holds several sub companies. The most popular among them is Otto.de. A popular website for online-shopping. In July 2010 the web-shop got 5,6 million visitors. That is more than 160.000 visitors a day. This makes this website a good place to communicate social projects the company is related in. But how does Otto.de combine social projects and profit oriented marketing?