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Case Study | Retail | Beauty & personal care
A large multinational company dedicated to the world of hair care cosmetics, which distributes through a multitude of B2B and B2C channels, manages to control the enormous number of retailers and sellers that offer its product.
1. Challenge
Controlling a fragmented distribution, with a multitude of players coming into play, becomes an impossible task to manage without the right tools to do so. When most of the account managers’ working hours are spent on this manual process, there is little time left to monitor the infractions being committed, and no overview of the situation is possible.
This large multinational hair cosmetics company started using flipflow with the main objective of controlling the multitude of retailers and sellers that sell their products. In this way, it was able to have visibility over the distribution of its brand in the different markets and countries in which it operates, as it is highly fragmented and difficult to keep a comprehensive control without the use of a market analytics platform.
2. Solution
Monitoring retailers, pure players and marketplaces in 4 countries
The Spanish hair cosmetics company uses flipflow to monitor retailers, pure players and marketplace sellers in four countries in real time.
Automated account infractions reports
In addition, not only do they monitor this from the platform, but they set up automatic reports for each account manager when there are price infringements. These reports reach their KAM’s with the infraction and also the offender’s data to reduce action times to a minimum. Their customer data is integrated into flipflow automatically.
3. Results
By monitoring retailers and marketplace sellers with flipflow, this brand is able to have real-time alerts on infractions regarding their recommended selling prices from Pure players such as Amazon Vendor or 3P sellers.
In this way, they are able to avoid under-priced sales that cause conflicts with their distribution network and also maximize 1P purchases from marketplaces by keeping unwanted sellers at bay.
In addition to this primary use, this brand controls its stock-outs in online channels, so that it manages day-to-day purchases and guarantees the availability of its products in these channels, and avoids losing sales due to these mismatches in supply.
Full control of distributors in 4 countries
+10 ultra-segmented daily tax information reports
40% channel conflicts
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“Flipflow allows us to react from the sales department and ensure our offer in all channels by having our assortment available and without stock-outs in any postal code in Spain. Its daily use ensures that we don’t lose sales due to stock and assortment shortages.”
“In our case we analyze the products of our categories in 45 retailers in 9 countries to have quality information that we use in competitive manufacturing trends for customers, knowing the average price per gram of many products per country and we also detect potential winner products to add to our offer”.
“We have really noticed the improved control over our recommended prices. Manually it was impossible to maintain a price corridor on so many online channels and that brought us a lot of friction. Now we detect unauthorized sales and sellers on marketplaces that cause us conflicts with our customers.”
“We can analyze our own and competitors’ price movements on a daily basis and have improved our revenue by adjusting prices on a daily basis in terms of pricing and promotional strategy.”
“This is definitely the future of retail. Flipflow gives us an improvement in the quality and structure of the information and considerable savings over traditional market research from well-known consulting firms that sell aggregate data without detail including information we don’t need.”
“Flipflow is core to us in setting prices on a daily basis for more than 60,000 SKUs and maintaining our automatic repricing system in a very competitive industry.”
