Happy pet, sales on the rise
Case Study | Retail | Pet
Tolsa, a leading manufacturer of pet care products, including the Sanicat brand, increases its Direct to Consumer sales and decreases infringements thanks to the monitoring of distributors in 7 countries.
1. Challenge
The mineral elements of which the sanitary products manufactured by Tolsa are composed have undergone price variations in recent years. This generated in the company the need to have constant information on what was going on in order to remain at the forefront of its vertical.
With the main objective of having constant, real-time market information, the brand began to find out what its distributors were doing and how its competitors were performing.
2. Solution
Monitoring of distributors and competitors in 8 countries
Tolsa worked together with flipflow to establish for each Sanicat reference in its catalog the daily monitoring of all retailers and vendors. Both their own and those of the main competitors found in 8 countries, including information on prices, promotions and formats (including studies by material and volume).
Real-time monitoring of 3P sellers in marketplaces
It also had to be clear who the seller was within the marketplaces, so flipflow set up daily monitoring of all sellers in the buy boxes and their activity. This gave the company visibility into each distributor, but also into offline distributors entering marketplaces as sellers that could cause channel conflicts.
Daily price integration with CRM of sales network
An integration with the CRM was also developed for the sales team via API with flipflow so that the sales teams of the company in each country could have in their CRM real-time information on their own and competitors’ prices.
3. Results
Since the implementation of flipflowthe leading brand in pet care products has experienced a remarkable improvement in the control of its presence in the European retail market. They now have access to real-time information that was previously impossible to manage manually.
The use of flipflow has also strengthened its negotiating capacity with its distributors. They have up-to-date and historical data on each salesperson, price and promotion, integrated with their sales team’s CRM, for greater operational efficiency.
In addition, Tolsa has valuable market information on pricing, related to product composition down to the most detailed level, allowing for more informed production and assortment decisions.
Reduction of infractions
Fewer channel conflicts
Increase in DTC revenue
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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.”
