ISDIN doubles its Digital Shelf visibility while saving over 14,000 hours of manual work a year

The first use case was the most direct one: comparing ISDIN’s official price against the actual price at each retailer, and turning that deviation into an actionable alert for local commercial teams. Building on that foundation, ISDIN scaled up to a “perfect store” dashboard led by the Sales team, which adds availability tracking (Stock Ratio %) and shelf audits against category competitors to price monitoring.

Before flipflow, that tracking fell to the subsidiaries themselves: one person per country, across all 14, spent about half a working day each week manually monitoring the 400-product catalog on the 96 pages under their responsibility. In one year of working with flipflow, that effort has translated into an estimated saving of 14,560 hours a year across all subsidiaries combined, time that local teams have been able to redirect toward commercial execution instead of manual data extraction.

The result is a single execution standard applied across 14 countries, something no subsidiary — not even those that already had their own solutions before joining flipflow, as was the case in Brazil — had implemented consistently before.

Enrique Biel Marta, Operations & Digital Transformation at ISDIN, describes the shift in approach the company has driven: “At first we operated reactively: someone would spot a problem and we’d act on it. The idea now is for the groundwork flipflow provides us — the content, the alerts, the ‘perfect store’ tracking — to happen proactively, without each subsidiary having to ask for it.“

That level of rigor has also defined the working relationship with the flipflow team from day one. When ISDIN spots an issue, the response has consistently been fast:

ISDIN audits 854 category-related keywords across the 96 retailers in its 14 countries in real time, identifying both organic and sponsored position against the competition for each one. This dual view lets it pinpoint exactly which search terms a competitor is trying to use to push it out of the top visibility spots, and decide with data where it’s worth reinforcing presence and where it isn’t. That same information prioritizes the Retail Media budget: brand search terms come first, with the rest allocated based on where real competitive pressure is detected.

It’s a decision-making layer that used to depend on one-off reviews by subsidiary, and that ISDIN now manages centrally, applying the same criteria in France as in Mexico. Its relevance has grown to the point of being part of conversations at the highest level of the company: the alert system built on this foundation has become part of the periodic review the CEO of ISDIN carries out on price and positioning trends in the online channel. Claudia Aldecoa says: “This alert system… it surprised me, because in principle it’s designed for the teams to operate, not for us to be involved in it. But it’s one of the things reviewed with the CEO.”

ISDIN requires that every product listing, across any of its 96 e-retailers, display the same scientific messaging and the same visual assets approved by headquarters: the regulatory claim of collaboration with dermatology institutes, the product quality seals, and the brand’s official thumbnails.

“We work on all the base content without the subsidiaries having to ask for it: when there’s a new SKU, it gets translated into every language and uploaded right away. The subsidiary uses it or not, but it’s already available.” Enrique Biel, Operations & Digital Transformation at ISDIN.

This standard is upheld thanks to the integration of flipflow with ISDIN’s PIM: instead of auditing each product listing separately, flipflow works directly from the company’s official content source.

With content already organized at the source, ISDIN relies on flipflow to systematically verify that this standard reaches every product listing at every retailer, replacing late detection of non-compliance with continuous auditing across all 14 subsidiaries

European legislation requires dermocosmetics companies to log and open an official case file for any report of an adverse effect. ISDIN is moving toward centralizing this preventive screening layer within flipflow, cutting down on active tools and gaining detection speed: the sooner a recurring complaint or a product anomaly in reviews is identified, the sooner action can be taken to keep it from escalating into a pharmacovigilance issue.

ISDIN’s use of flipflow began with Digital Shelf pricing and analytics, but the company now holds a volume of market and category data far greater than what it actively taps into today: “A study like this, if you commission it as a one-off annual order from a specialized provider, can cost hundreds of thousands of euros. We already have it right there, in flipflow’s historical data. The day we decide to fully tap into it, it’s pure gold”; explains Enrique Biel.

Adopting flipflow wasn’t an automatic choice. ISDIN actively compared this option against other alternatives on the market before deciding, and the outcome, with the perspective that time in use provides, has been decisive.