Selling to Online Marketplaces: Digital Strategy from Crocs

Happiness is a Great Pair of Sneakers

No matter whether you put on your Crocs with socks, with charms or with out any, this famous brand prides itself on planning “delightfully relaxed shoes” that make the earth a happier spot.

And if we had to explain Rebecca Lacerda, the company’s Head of Digital Marketplaces, it would be delighted. Or bubbly. Or the finest friend you want you experienced. She’s also an business primary specialist on Marketplaces, which array from Amazon and Zalando in the west to JD and Alibaba in the Asia-Pacific.

In this episode of Inside Retail, Grace sits down with Rebecca to describe how brand names can interact with marketplaces, what the pitfalls are to avoid and where by she sees the potential of electronic marketplaces likely.


A indigenous of Brazil, Rebecca has manufactured her career at the world’s finest recognized leisure footwear brands for above a 10 years, initial as a Retail Strategist at Nike, a Worldwide Senior Supervisor of Digital at adidas and now in her current role at Crocs.

With pretty much a billion pairs offered because debuting in 2002 and sold in above 85 nations, Rebecca is in charge of producing guaranteed they stay a go-to model for athletes and famous people but most importantly,  fun and modern footwear for the entire relatives.

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Market 101

At their core, Marketplaces are just on the net buying facilities. What those of a selected age the moment referred to as malls, or how many elements of the planet watch browsing districts and streets devoted to retail profits. In accordance to Rebecca, 70% of development in the retail house will do so by means of multi-model channels like marketplaces.

All marketplaces usually are not produced equivalent however, so the cautious approach incorporates figuring out which one particular is correct for your brand name and how most effective to make the most of it for most benefit.

Examples of the marketplace model are 1P, the classic approach: Model → Retailer → Consumer and 3P, DTC by a System. But there is certainly also a hybrid product, just one employed by numerous manufacturers now, where by they’d have 1 assortment providing by means of 1P and another by means of 3P.

Whichever you pick for your brand name, or if you are new to marketplaces, this engaging and insightful episode is a will have to pay attention.

Notable Quotable

“You can see a peak in a selected merchandise and say, oh, this is a major trend. Or was it just a retailer undertaking a markdown? Are you really gaining market share or are your products not turning as quick as they predicted? And (a retailer) are simply putting your costs down and sacrificing their margin to invest in some gross sales.”



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