Fashion labels have always known how to use the effect of good shop windows. Contemporary and ideal, the product appeals to online buyers today; Closed marketplaces have proven to be true customer magnets. Once a fashion brand is represented on About You, Zalando & Co., sales usually increase noticeably. Access, which the marketplaces do not grant to everyone, cannot be achieved without a focus on technical processes, product data quality and logistics. Of course, the product must always be compatible with the general orientation. However, in order to become easily marketplace-ready, fashion labels are well advised to pay special attention to a few other central aspects.
Last updated on November 19, 2022
Optimal customer contact and product information for a powerful, targeted conversion: Being able to present a consistent brand image in a sales-promoting environment is, in addition to the large reach and relevance for the target group, one of the biggest advantages when fashion labels are on closed platforms are represented. The state of the art of online trading is guaranteed there, including all options for a high-quality visual presentation. In contrast to open platforms such as Ebay, where numerous suppliers with just as many prices often fight downright discount battles, closed marketplaces are more promising, especially for the fashion industry. Among other things, because there are fewer sellers there, which means that competition for the best price decreases, closed marketplaces offer better conditions. Above all, the customer-friendliness argument through higher demands on the quality of photos and content speaks for them.
However, there is a disadvantage. In order to be able to enjoy the connection to a closed marketplace, companies need a separate release, which must be applied for. Ultimately, the decision as to which products the marketplace operator will include is usually linked to certain requirements, such as:
Once the trademark has been approved, the issue must be approached with the necessary care and the complexity of selling on marketplaces should not be underestimated. Fashion labels should ensure that sufficient investment is made in know-how and manpower. Regardless of whether or not there is already experience with sales in online shops and platforms, fashion brands should consider certain aspects and meet specifications in order to become marketplace-ready. Well prepared, brands can always map the operational processes of the respective marketplace.
In addition to the clean data required to connect your own products and a marketing plan, companies should always keep the areas of technology, IT and interfaces as well as the contractual side in focus when onboarding to a marketplace. An overview of 5 important areas:
Use of suitable tools or service providers with which the data quality can be optimized (product images, product description, etc.). This massively accelerates the onboarding process.
Secure technical know-how to set up the interface to the marketplace: In order for the product to be listed as planned, data packages and master data must meet the respective marketplace standards and the associated information must be displayed accordingly.
Set up clean logistics processes to meet the high demands of the platforms on technology and logistics (stock management, shipping times, returns processing). Here, too, use software modules that map the marketplace-specific processes
Take customer service seriously and plan resources or tools for this. Customer satisfaction and product ratings are an important currency in the marketplace business.
Budget for marketplace and target group-specific campaigns right from the start. Even on marketplaces (even closed ones), sales don’t come all by themselves. Marketplace-specific performance marketing know-how is important.
KPIs after the connection, especially the status of the product data before the sale and in day-to-day business product and time-related KPIs Track
the range from go-live to the service level of logistics: Fast processing of orders and returns as well as an overview It is essential to track the performance of the range via open orders
in order to secure sales opportunities as best as possible.
Be prepared for the complexity of B2C billing. Here, too, there are external solutions that can simplify and standardize processes.
These 5 subject areas should be dealt with intensively, because the aspects mentioned can help decide whether a product remains on a closed marketplace and is ranked well or not. It’s worth it: After all, brands that don’t perform run the risk of being taken offline. Successful marketplace business requires the cooperation of many experts.
Fashion brands benefit if a closed marketplace can be won over as a sales channel. The connection and above all the successful use of these platforms is quite complex. Technical specifications and high demands on logistics and shipping do the rest. And the commitment to smooth processes continues even after onboarding for brands or manufacturers. Only those who always closely monitor their performance on the respective marketplace will remain permanently represented on the platform. External support and established, professional software modules can therefore pay off in multiple ways: short time-to-market, good sales through many channels and satisfied customers, and all of this with manageable own effort.
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