Selling to Online Marketplaces: Digital Strategy from Crocs

ByBecky Patton

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Joy is a Good Pair of Sneakers

No matter if you use your Crocs with socks, with charms or devoid of any, this famous model prides by itself on designing “delightfully comfy shoes” that make the earth a happier spot.

And if we experienced to describe Rebecca Lacerda, the company’s Head of Electronic Marketplaces, it would be pleased. Or bubbly. Or the most effective close friend you wish you had. She’s also an business main professional 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 describe how brand names can engage with marketplaces, what the pitfalls are to steer clear of and the place she sees the upcoming of digital marketplaces going.


A indigenous of Brazil, Rebecca has created her job at the world’s best known leisure footwear models for over a 10 years, initially as a Retail Strategist at Nike, a World wide Senior Manager of Electronic at adidas and now in her present-day role at Crocs.

With pretty much a billion pairs sold considering the fact that debuting in 2002 and offered in above 85 countries, Rebecca is in cost of building absolutely sure they remain a go-to manufacturer for athletes and celebs but most importantly,  exciting and stylish footwear for the whole relatives.

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Marketplace 101

At their main, Marketplaces are just on-line procuring facilities. What people of a certain age the moment referred to as malls, or how quite a few pieces of the world look at buying districts and streets devoted to retail product sales. In accordance to Rebecca, 70% of advancement in the retail place will do so as a result of multi-model channels like marketplaces.

All marketplaces are not established equivalent however, so the thorough strategy features knowing which 1 is correct for your model and how best to make use of it for most reward.

Examples of the marketplace model are 1P, the conventional method: Brand name → Retailer → Shopper and 3P, DTC via a Platform. But you will find also a hybrid product, 1 applied by a lot of manufacturers right now, in which they’d have just one assortment offering by means of 1P and a different by way of 3P.

Whichever you pick for your brand, or if you are new to marketplaces, this participating and insightful episode is a ought to pay attention.

Noteworthy Quotable

“You can see a peak in a certain solution and say, oh, this is a massive trend. Or was it just a retailer carrying out a markdown? Are you basically attaining market share or are your products not turning as quickly as they anticipated? And (a retailer) are basically placing your selling prices down and sacrificing their margin to get some income.”



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