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Case Study | Retail | Fashion
The iconic flip flop brand improves its control of reseller and compliance pricing in the European online market, and is able to identify infringements and avoid channel conflicts.
1. Challenge
Havaianas, a leading company in the flip-flop sector, faced the challenge of monitoring the prices of its products in the online channel, where multiple distributors and sellers operate on different websites and marketplaces. They needed to collect and organize prices by model and size on a daily basis, regardless of language or site location. This would allow them to detect price violations that could damage their brand image and cause channel conflicts. In addition to monitoring prices on various e-commerce sites, it was also necessary to identify each seller on marketplaces such as Amazon or Zalando, where numerous sellers offer products at various prices.
The company started using flipflow with the main objective of gaining direct and grouped visibility by vendor. In addition, it also set up automatic alerts on price violations and the appearance of new sellers.
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.
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.
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.
3. Results
Since Havaianas started using flipflow, it has improved its control of the European retail thanks to real-time, actionable information that would be impossible to control manually. The company has achieved better control of its distributors and pricing policies, has reduced conflicts and improved its Direct To Consumer share, with an exponential increase in turnover and margins in this channel.
Thanks to flipflow, it has also increased its bargaining power with distributors due to the current and historical data that the market analytics platform provides on each vendor, price and promotion. All this has an impact on sales and friction reduction in 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.»