Project Description
With this platform, stepping forward
Case Study | Retail | Fashion
The iconic Brazilian flip-flop brand increases its DTC sales on European marketplaces by 31%, improves its control of resellers and compliance on pricing and manages to avoid 25% of channel conflicts.
1. Challenge
Wanting to offer the most integrated and satisfying omni-channel experience possible, Havaianas faced the challenge of monitoring the prices of its products in the online channel. Its teams needed to collect and organise prices by model and size on a daily basis, regardless of language or site location.
The leading flip-flop company realised that there were multiple distributors and sellers of its products in the online channel, operating on different websites and marketplaces. And it needed to control them all. It was also important for the brand to be able to identify each seller on marketplaces such as Amazon or Zalando, where numerous sellers offer products at a variety of prices.
This involved monitoring more than 19,000 product pages on 448 websites in 5 different European countries. Manually, it was an impossible challenge to take on. So Havaianas sought the help of a technology partner specialised in marketplaces and sellers control.
2. Solution
Monitoring of prices, marketplaces and sellers
Havaianas established with flipflow daily monitoring of all retailers and sellers for each reference of the catalog in 5 European countries. In addition, it also started to monitor Amazon and Zalando marketplaces on a daily basis, with information on all sellers in the buyboxes and their activity. All this gave Havaianas visibility on every online seller, as well as on offline sellers entering marketplaces as sellers.
Impacted teams:
Segmented alerts and automations
Automatic sales price comparisons were established for each product offer in the market, and based on percentages by line and region, automatic alerts were launched to detect violations of pricing in real-time. All this reporting was automated and sent by email.
Impacted teams:
Dashboards by channel and country for different teams
Different reports and dashboards by country and channel were created for different teams, so that each company delegation could have segmented information on retailers and marketplaces in their domain, as well as global information at EMEIA level.
Impacted teams:
3. Results
Since Havaianas forged its partnership with flipflow, it has improved its control of European retail through real-time, actionable information. Manually this would be impossible to control. The company has gained better control of its distributors and pricing policies, reducing unauthorised sales by up to 50%. It also managed to reduce channel conflicts by 25%. And it improved its share of DTC (Direct To Consumer) sales to marketplaces by 31%, with an exponential increase in revenue and margins in this type of sales.
In addition, the market analytics platform provides current and historical data for each seller, price and promotion. Thanks to this, Havaianas increased its negotiation power with distributors.
All these actions resulted in improved sales and reduced friction between online and offline channels.
+31% sales DTC to marketplaces
-50% unauthorized sales
-25% channel conflicts
3. Results
Since Havaianas forged its partnership with flipflow, it has improved its control of European retail through real-time, actionable information. Manually this would be impossible to control. The company has gained better control of its distributors and pricing policies, reducing unauthorised sales by up to 50%. It also managed to reduce channel conflicts by 25%. And it improved its share of DTC (Direct To Consumer) sales to marketplaces by 31%, with an exponential increase in revenue and margins in this type of sales.
In addition, the market analytics platform provides current and historical data for each seller, price and promotion. Thanks to this, Havaianas increased its negotiation power with distributors.
All these actions resulted in improved sales and reduced friction between online and offline channels.
31% sales DTC to marketplaces
50% unauthorized sales
25% channel conflicts
«Flipflow has been pivotal for us in implementing our selective distribution policy.. The tool has given us real-time market information, allowing us to monitor our products in the digital landscape and keep track of what, who and at what price our product is selling.
In addition, I would highlight flipflow’s powerful BI, which gives us the flexibility to adapt its analysis and reports to our needs. The tool’s ease of use allows other areas to exploit the data it collects without having to be a data expert.»
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