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案例研究

How Mango uses 编辑 to support global expansion by fine-tuning 当地的ized 定价 和 assortments

西班牙零售巨头芒果走向全球 当地的

 

1984年,MANGO在巴塞罗那开设了第一家门店, 并迅速扩展到整个西班牙, 改进他们的产品和商店概念. 1992年,芒果进入葡萄牙,开始了国际扩张, 从那时起, growth was swift as MANGO took their Mediterranean-inspired flair to over 50 countries. MANGO’s growth has been supported by their focus on using data to determine the right 产品s for each 市场 as well as a guide to their 定价 policies.

 

MANGO partnered with 编辑 in 2017 to keep track of all of the different br和s 和 retailers in their 市场s around the globe.

 

Our customers want to be able to buy high quality clothing at affordable prices, 和 to find a better-quality 产品 than the other br和s at a competitive price.” Marta Setien, MANGO的定价总监

 

来自编辑的编辑全局数据 零售市场智能平台 让像MANGO这样的零售商了解世界的新地区, 补充销售人员每天使用的数据. 与编辑, MANGO can see what their overseas competitors are stocking 和 how 产品s are being priced 和 discounted. 他们还可以准确地指出什么趋势在哪里销售, 了解本地客户的购买模式.

 

编辑帮助MANGO微调它们 产品 和他们的 定价 在世界范围内

 

正确的产品……

 

编辑的 市场分析分类和选择工具 support MANGO in underst和ing what 产品s will work best in a specific region. 编辑 helps MANGO identify white space in both 当地的 players’ assortments 和 in other global retailers to uncover expansion opportunities.

 

“MANGO must have a global 和 当地的 vision of the company’s positioning in each 市场 to execute on our strategy. We have different competitors around the globe 和 MANGO must adapt 产品s 和 prices to the customer’s needs in each country.” – Marta Setien, MANGO的定价总监

 

 

价格合适

 

编辑的 市场分析价格架构和期权工具 support MANGO in underst和ing 定价 architecture in the region or 产品 category they’re entering. 

 

“编辑 data allows us to see where we are out of position on price in respect to our competitors. 编辑帮助沙巴体育正规网址识别哪些类别 和 in what countries the quality to price ratio is not aligned with our customers’ needs. We adapt collections 和 prices to each country in order to satisfy the end-customer expectations as much as possible.” Marta Sola, MANGO的定价分析

 

 编辑 data helps MANGO 当地的ize 定价 across multiple regions 和 countries, 确保定价适合特定市场.

 

“编辑 data lets us react quickly to any movements the competition is making in a particular country. 例如, 如果一国的汇率大幅贬值, 竞争对手已经调整了价格, 沙巴体育正规网址可以适应以保持市场地位. But, if the competitor has done nothing, we can anticipate them 和 improve our 市场 positioning.”——芒果公司定价分析部门的塞尔吉奥•多梅内克

 

使用编辑数据, MANGO can get a view of the 市场 l和scape unique to each country they operate in, so MANGO can quickly adjust the 产品 mix 和 country-specific 定价 to meet 当地的 市场 conditions.

 

编辑 市场情报的工具 accelerate MANGO in the global 市场place

 

“之前编辑, we needed at least two to three hours to perform manual scraping of each competitor’s website to gather 定价 和 discounting activity. That could take a long time, depending upon the number of competitors. We would aggregate all of that data, 和 then spend about an hour analyzing the data. 使用编辑 市场情报的工具, we have saved multiple hours per country.” ——芒果公司定价分析部门的塞尔吉奥•多梅内克

 

使用编辑的 市场分析工具, MANGO makes data-driven decisions to underst和 competitive challenges, 对快节奏的反应迅速 市场.

 

 

编辑支持MANGO理解降价和促销

 

芒果使用编辑的 市场情报视觉营销工具 to get visibility on discounting activity across the 市场s where MANGO operates.

 

“编辑 is a very useful tool that helps us in monitoring what our competitors are doing in terms of markdown strategy. In terms of 定价 we use it retroactively to see in detail what communications our competitors have used in specific promotions.——芒果公司定价分析部门的塞尔吉奥•多梅内克

 

“在大流行期间,这尤其有用, 当在线频道蓬勃发展的时候, 和 we needed to see what the competitors were doing to stay aligned with the 市场.” – Marta Sola,《沙巴体育正规网址》

 

编辑帮助MANGO保持敏捷 

 

The Covid-19 p和emic closed many MANGO stores due to countrywide lockdowns, 随着客户转向数字商务. Supply chain 和 inventory issues compounded the challenges the retailer faced.

 

“The COVID p和emic tested to the maximum how important it is for a retailer to react quickly to changes in 市场 dem和. More customers choose to buy online 和 have quick access to 产品s. Our customers are savvier than ever when it comes to 定价 expectations, 沙巴体育正规网址想给沙巴体育正规网址的客户最好的价格. We needed a tool to help us detect the price gaps between customer expectations 和 our supply.” Marta Setien, MANGO的定价总监

 

使用编辑 市场情报的工具, MANGO was able to move swiftly to heighten customer interest with new 产品 lines to keep customers loyal. MANGO采购团队推出了新系列(舒服的) 和 changed existing collection structures to meet customer needs. 

 

“编辑 helps us make business decisions based on real-time information 和 gives us the ability to react more quickly. In 2020, with our stores in lockdown, we could move fast to meet customer dem和. 这种速度和响应能力 一直是关键 新增90万在线客户. 沙巴体育正规网址现在有大约600万活跃的电子商务客户, 沙巴体育正规网址的在线总收入在2020年增长了近50%.” ——Marta Setien, MANGO的定价总监

 

编辑 市场情报的工具 帮助零售商 快速应对市场中的新挑战, 并以满足客户的需求为中心.

案例研究

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