HOW PUMA DOUBLED THE EXPORT QUOTA ON ABOUT YOU WITH TRADEBYTE’S MANAGED ACCOUNT SERVICES

HOW PUMA

DOUBLED THE EXPORT QUOTA ON ABOUT YOU WITH TRADEBYTE’S MANAGED ACCOUNT SERVICES

A GREAT SERVICE EXPERIENCE AND IMMEDIATE IMPACT ON PERFORMANCE – THAT’S WHY PUMA HAS DECIDED TO FURTHER WORK WITH OUR ADDED SERVICES TEAM.

The Story

PUMA and Tradebyte have been working together since 2018 when the well-known sports and lifestyle brand from Herzogenaurach started to tackle the marketplace business. Tradebyte currently connects PUMA to four retailer platforms across eight countries. Both companies are currently collaborating on an upgrade program to further enhance product data quality and set up a highly scalable environment to connect to numerous new retailers in 2021/22. PUMA has been selling on ABOUT YOU via Tradebyte since September 2018 and has had first touchpoints with our Added Services team in 2019 when using Mapping Services for new retailer integrations.

The Goal

PUMA’s main intention when deciding for the Managed Account Service was to leverage the full potential of their assortment by ensuring a quick go-live of as many products and articles as possible. At the same time, Puma wanted to focus internal resources on the upgrade project and PUMA’s core competencies. 

Prior to the collaboration, the export quota* was at 41 % for ABOUT YOU Germany. Consequently, almost 60 % of the assortment was ready to be sold and did not make it on the channel. The goal was to improve this rate by at least 25 %, well aware of some limitations in the current product and article data.

 

* Articles successfully exported to the sales channel in relation to the number of those activated for the channel.

The Strategy

PUMA learned that many articles were not exported because of minor issues with the product data or mapping of certain values to the sales channel requirements. Errors in categorisation and incomplete or incorrect mappings, as well as missing information may lead to articles not going live at all, or being harder to find on platforms and marketplaces. Despite an experienced marketplace team and in-depth knowledge with the TB.One system, PUMA decided to outsource the daily handling of errors and mapping to our expert team. The objective was to increase the export of articles and reduce the time-to-online.

The Managed Account Service package for PUMA included extensive support via weekly calls as well as checking and handling error messages in TB.One.

In the course of the collaboration, it is vital for the Added Services Agents to understand the preconditions of the brand’s product and article data and gain an expert understanding of individual components and attributes. Thereby, our experts can make recommendations to the customer, propose necessary enrichments, and take over more and more tasks.

The ultimate goal is to find the perfect balance between empowering customers and constantly improving data and quota, while keeping processes as lean as possible.

Key
Figure

Already within the first week of the project, the export quota was increased by 30 %, now already exporting 71 % of the activated assortment to ABOUT YOU Germany successfully. This also directly impacted the sales volume of orders with a plus of almost 50 % in the first, and 68 % in the second week compared to results with the original export quota of 41 %. 

The Result

+ 0 %
Export quota
+ 0 %
in total
order volume
week one
+ 0 %
in total
order volume
week two

Within eight weeks, the export quota on ABOUT YOU Germany was raised to a stunning 96 %, meaning almost the full assortment was exported successfully.

What the Customer says.

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Since 2019, we rely on Tradebyte’s managed services and since then we have the optimal support in place to bring our articles online as quickly and reliably as possible to leverage DTC opportunities.

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Andreas Ahlers-Dummer

Senior Marketplace Manager eCommerce Europe

The Future

Ever since the successful trial with ABOUT YOU, PUMA has extended the collaboration and hired our Added Services team to take over two more retailers connected via Tradebyte. In addition, the services will also play a big role in the future set-up of our collaboration between PUMA and Tradebyte. We’re looking forward to many more shared projects and to celebrating success together.