Selling to Online Marketplaces: Digital Strategy from Crocs

Joy is a Great Pair of Sneakers

Whether you have on your Crocs with socks, with charms or without the need of any, this famous model prides itself on creating “delightfully comfy shoes” that make the entire world a happier place.

And if we experienced to describe Rebecca Lacerda, the firm’s Head of Electronic Marketplaces, it would be content. Or bubbly. Or the greatest good friend you desire you had. She’s also an field leading qualified on Marketplaces, which selection from Amazon and Zalando in the west to JD and Alibaba in the Asia-Pacific.

In this episode of Within Retail, Grace sits down with Rebecca to reveal how makes can have interaction with marketplaces, what the pitfalls are to prevent and in which she sees the foreseeable future of electronic marketplaces going.


A native of Brazil, Rebecca has manufactured her occupation at the world’s finest known leisure footwear brand names for around a 10 years, initially as a Retail Strategist at Nike, a Worldwide Senior Supervisor of Digital at adidas and now in her present-day job at Crocs.

With just about a billion pairs marketed considering the fact that debuting in 2002 and sold in more than 85 nations around the world, Rebecca is in cost of producing certain they keep a go-to brand for athletes and celebs but most importantly,  fun and modern footwear for the full household.

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Marketplace 101

At their core, Marketplaces are just online shopping centers. What individuals of a certain age as soon as referred to as malls, or how many sections of the planet check out buying districts and streets devoted to retail product sales. In accordance to Rebecca, 70% of growth in the retail area will do so as a result of multi-model channels like marketplaces.

All marketplaces aren’t established equal though, so the thorough method includes understanding which a person is suitable for your model and how greatest to benefit from it for most gain.

Examples of the market model are 1P, the standard solution: Model → Retailer → Shopper and 3P, DTC as a result of a System. But there’s also a hybrid design, just one utilised by numerous manufacturers now, wherever they’d have one particular assortment marketing by 1P and one more as a result of 3P.

Whichever you pick for your brand name, or if you are new to marketplaces, this participating and insightful episode is a need to hear.

Notable Quotable

“You can see a peak in a specified solution and say, oh, this is a massive craze. Or was it just a retailer undertaking a markdown? Are you actually attaining market share or are your solutions not turning as quick as they envisioned? And (a retailer) are basically putting your charges down and sacrificing their margin to get some sales.”



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