Selling to Online Marketplaces: Digital Strategy from Crocs

Annette K. Brown


Joy is a Fantastic Pair of Shoes

Regardless of whether you dress in your Crocs with socks, with charms or devoid of any, this legendary brand prides by itself on developing “delightfully snug shoes” that make the environment a happier place.

And if we had to describe Rebecca Lacerda, the firm’s Head of Digital Marketplaces, it would be satisfied. Or bubbly. Or the best close friend you wish you had. She’s also an market major skilled on Marketplaces, which array 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 describe how models can engage with marketplaces, what the pitfalls are to stay away from and in which she sees the long run of electronic marketplaces likely.


A native of Brazil, Rebecca has designed her career at the world’s most effective known leisure footwear manufacturers for in excess of a 10 years, initially as a Retail Strategist at Nike, a Worldwide Senior Supervisor of Digital at adidas and now in her present-day part at Crocs.

With virtually a billion pairs sold considering the fact that debuting in 2002 and offered in more than 85 nations around the world, Rebecca is in charge of making certain they stay a go-to brand name for athletes and famous people but most importantly,  enjoyment and modern footwear for the full relatives.

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Market 101

At their main, Marketplaces are just on the web searching centers. What those of a selected age once referred to as malls, or how lots of parts of the globe watch procuring districts and streets devoted to retail revenue. According to Rebecca, 70% of development in the retail area will do so by means of multi-manufacturer channels like marketplaces.

All marketplaces are not established equal although, so the thorough tactic includes knowing which a person is proper for your brand and how finest to utilize it for maximum benefit.

Examples of the marketplace design are 1P, the common tactic: Brand name → Retailer → Shopper and 3P, DTC as a result of a System. But there is also a hybrid design, a person employed by many brand names nowadays, wherever they’d have a person assortment promoting via 1P and one more as a result of 3P.

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

Notable Quotable

“You can see a peak in a specific solution and say, oh, this is a massive trend. Or was it just a retailer carrying out a markdown? Are you truly attaining current market share or are your goods not turning as fast as they envisioned? And (a retailer) are simply placing your costs down and sacrificing their margin to buy some product sales.”



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