Selling to Online Marketplaces: Digital Strategy from Crocs

Happiness is a Superior Pair of Footwear

No matter if you use your Crocs with socks, with charms or without the need of any, this legendary manufacturer prides itself on designing “delightfully snug sneakers” that make the world a happier area.

And if we experienced to describe Rebecca Lacerda, the company’s Head of Electronic Marketplaces, it would be pleased. Or bubbly. Or the ideal close friend you desire you experienced. She’s also an field leading 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 of Retail, Grace sits down with Rebecca to make clear how manufacturers can engage with marketplaces, what the pitfalls are to stay away from and exactly where she sees the future of electronic marketplaces going.


A indigenous of Brazil, Rebecca has created her vocation at the world’s finest recognized leisure footwear brands for above a ten years, very first as a Retail Strategist at Nike, a World wide Senior Supervisor of Digital at adidas and now in her latest job at Crocs.

With just about a billion pairs bought given that debuting in 2002 and bought in about 85 international locations, Rebecca is in demand of building sure they keep a go-to brand name for athletes and superstars but most importantly,  enjoyable and modern footwear for the full family members.

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Market 101

At their core, Marketplaces are just online searching facilities. What individuals of a selected age at the time referred to as malls, or how quite a few elements of the planet see purchasing districts and streets devoted to retail revenue. In accordance to Rebecca, 70% of expansion in the retail house will do so by means of multi-brand channels like marketplaces.

All marketplaces usually are not made equal nevertheless, so the thorough strategy consists of recognizing which just one is correct for your brand name and how ideal to benefit from it for highest reward.

Examples of the marketplace product are 1P, the standard approach: Manufacturer → Retailer → Customer and 3P, DTC by means of a System. But there is also a hybrid design, a single utilized by quite a few brands currently, the place they’d have one particular assortment providing as a result of 1P and another via 3P.

Whichever you choose for your brand name, or if you are new to marketplaces, this partaking and insightful episode is a ought to hear.

Notable Quotable

“You can see a peak in a selected merchandise and say, oh, this is a large trend. Or was it just a retailer executing a markdown? Are you basically getting current market share or are your goods not turning as rapid as they expected? And (a retailer) are basically placing your price ranges down and sacrificing their margin to buy some sales.”



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