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Electronics Retailer Darty Boosts Profit Margins with Mirakl Marketplace Solution

BOSTON – Aug. 18, 2016 Mirakl, the leading marketplace platform provider, today announced that Darty, a leading European electronics retailer, is seeing better visibility in search, greater profit margins and new category growth after implementing the Mirakl Marketplace Solution in 2014. According to a new case study published by Forrester Research1, Darty attributes its marketplace success to buy in from C-level support and the foresight to start with non-overlapping product categories, dedicate adequate employee resources and take advantage of Mirakl’s marketplace platform versus custom building their own solution.

Darty’s online marketplace has delivered the following results to date:

  • The retailer is able to generate €6 to €7 for every €100 sold through the marketplace (including any costs for administering the marketplace), compared to €2 to €3 that it generates from €100 sold in products that it stocks directly.
  • 20% of visits to the Darty website are driven by its marketplace items, which it attributes to increased visibility in search engine results.
  • An increase from 120,000 owned SKUs on Darty.com to 520,000 SKUs via the marketplace initiative.

Forrester spoke with Darty executives Cecile Helme-Guizon, Strategy Director, and Olivier Godart, Director of E-Commerce.

Based on Darty’s experience, Forrester makes the following recommendations to retailers in order to make the most of their own marketplace:

Analyze the buy- versus -build question carefully
Few retailers truly understand the complexities of managing hundreds or thousands of sellers, and few have the full IT resources to dedicate to this effort. Darty pays a maintenance and service fee to an outside vendor on an ongoing basis – but outsourcing the marketplace project ensured the company spent less upfront on an uncertain technology product and was able to generate a quick win.

Dedicate resources
Online marketplaces are not “set- and -forget” initiatives. Retailers must constantly manage seller effectiveness, accuracy of seller content and customer satisfaction with seller products. These tasks require dedicated and capable team members whose careful management ensures the overall success of the marketplace program.

Work with most receptive internal partners first
Internal merchants and stores often see marketplace as a sales competitor. To avoid that scenario, it can be wise to begin with non-overlapping categories. This gives the company culture time to digest the marketplace initiative.

“Darty’s marketplace success is the result of three things,” said Adrien Nussenbaum, U.S. CEO and co-founder, Mirakl. “First, Darty had the full support of the C-Suite and the ability to ingratiate the marketplace into company culture. Second, thanks to management’s support, Darty was able to dedicate the proper resources to the project. Finally, Darty chose to use the proven Mirakl Marketplace Solution, avoiding a long and costly custom technology build that ultimately saved the company millions of dollars.”

To learn more about Darty’s marketplace success and learn how other retailers can achieve similar results, download the full case study: ”Case Study: French Retailer Darty Boosts Margins Via Its Online Marketplace,” Forrester Research, Inc., Aug. 17, 2016.

About Mirakl
Mirakl provides a state-of-the-art software solution that allows B2C and B2B organizations to launch and operate an online Marketplace. The Mirakl Marketplace Platform makes it easy for operators to onboard vast numbers of vendors in a single platform to drastically increase their product selection, competitive prices, and a superior shopping experience. Mirakl helps some of the world’s leading organizations, large and small, including Best Buy Canada, Woolworths, Auchan, Carrefour, Condé Nast, Darty, Galeries Lafayette, Halfords, Menlook, Oclio, The Beautyst and Truffaut to drive commerce and offer a greater scope for expansion combined with higher profit growth and lower risk. Founded in 2012, Mirakl drives Marketplace projects in more than 20 countries around the world and closed a $20 million Series B round of funding in July 2015. For more information: www.mirakl.com

Media Contacts:
Adrienne Newcomb/Mariana Fischbach
Ketner Group PR + Marketing (for Mirakl)
miraklpr@ketnergroup.com
512-794-8876

1“Case Study: French Retailer Darty Boosts Margins Via Its Online Marketplace,” Forrester Research, Inc., Aug. 17, 2016

Label_Park

Label-Park.com chooses Mirakl to launch its marketplace

Label Park chooses Mirakl to accelerate growth and to launch its marketplace dedicated to extreme sports

Mirakl, the global marketplace solutions provider and Label-Park.com, the online private sales and outlet store in the boardsports sector, are joining forces to launch a marketplace dedicated to extreme sports.

For the last nine years, Label-Park.com has been selecting the best surf, skate, snow and streetwear brands and making them available to boardsports enthusiasts at reduced prices through its private sales and outlet site, built with Magento’s e-commerce solution. Label-Park’s expertise is recognised by both consumers and brands for its detailed knowledge of market trends and customer expectations. Hence, the Biarritz-based company has built relationships of trust with several hundred brands in the world of boardsports. Although it is a niche area, it represents over 10% of the global sports market.

In 2015, Label-Park.com entered a new phase of its development, principally as a result of its recent takeover by Xtrementerprise, a global group with over 400 employees, founded in 1994.

Xtrementerprise specialises in designing and distributing mainstream electronic goods for capturing and sharing audio and video content, including major brands such as GoPro, Skullcandy Philips, Jaybird, 3DR and Recon, as well as its own brands, Xsories and EQ.

Xtrementerprise also offers a range of themed content through its company XTreme Vidéo, which combines and runs a community of over 200 channels and three million subscribers on Youtube®.

The decision to launch a specialist marketplace to broaden its offering and drive exponential growth was the obvious next step. The private sales and outlet site will become LABEL PARK XTREME MARKETPLACE: a real community platform offering a diverse and extensive range of on-trend products.

The new marketplace will enable LABEL PARK to increase the number of lines it stocks, add new collections to the outlet store via private sales, select the best brands from all over the world and test new products, allowing it to target a broader audience and simplifying the shipping process. The new specialist marketplace will act as a real growth driver for the brands listed by Label-Park, to reach a demanding customer base that is eager for new products.

“The time had come for LABEL PARK to offer a hybrid solution (new collection, private sales and outlet) to brands and shops so that they could list their products in the most appropriate part of the site, over a 12-month life cycle,” comments Giovanni Chaffron, the site’s founder and development director for the marketplace. “LABEL PARK XTREME MARKETPLACE will be the world’s first specialist marketplace for extreme sports, offering sellers a comprehensive solution.”

Commenting on the decision to work with Mirakl, Chaffron adds, “We had seen the success of marketplaces already launched with Mirakl and were attracted by the reliability, intuitiveness and ease of use of their solutions for the sellers we wanted to work with, the solution’s powerful management tool and the project’s speed of implementation. What’s more, Mirakl can point to numerous examples of successful integration with Magento sites.”

Mirakl’s co-founder and CEO Philippe Corrot, was involved in the development of this economic model: “Today’s consumers are very well informed and know exactly what they want. That’s why they are happily turning to highly specialised firms that can meet their expectations in every way. By opening up its site to a wider range of specialist sellers, Label-Park will be in a position to create a comprehensive, coherent offering in the extreme sports sector. The listing possibilities are almost limitless, which will allow Label-Park to strengthen its image as an expert and attract and retain a customer base of real connoisseurs.”

The launch of the Label-Park XTREME marketplace is scheduled for March 2016.

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Mirakl Marketplace B2B Solution Brings Online Marketplaces to B2B Distributors and Manufacturers

New solution allows B2B organisations to improve product choice, customer service and develop new e-commerce revenues

Mirakl, a leading global marketplace solutions provider, announced today the launch of its B2B solution, Mirakl Marketplace B2B, designed to help distributors and manufacturers create their own online marketplaces.

Online marketplaces are a major growth area in retail, and B2B organisations now have the chance to embrace this wave of innovation to increase their product range by offering products from third- party sellers.

Online marketplaces are as well-suited for B2B as they are for B2C,” said Adrien Nussenbaum, U.S. CEO and co-founder of Mirakl. “The fundamentals are just the same, offering customers more choice, better service and more competitive pricing. With B2B firms feeling the pressure from pure-players such as Amazon Business or Alibaba, Mirakl Marketplace B2B delivers a host of specific features tailored for the B2B market, enabling those organisations to meet their customer needs, without cost or inventory.

Mirakl launched Mirakl Marketplace B2B as a response to the changing behaviours and needs of B2B stakeholders. Due to the popularity of same-day delivery, price transparency and first-class customer service in B2C from pure-players such as Amazon, has meant that buyers and procurement teams in business now also expect that same convenience, price and service at work.

The rise of digital has had a strong impact on the B2B market because it facilitates peer to peer exchanges, continued Adrien Nussenbaum. B2C e-commerce has induced a change in behaviour and today B2B consumers expect the same kind of experience as B2C consumers. B2B companies must address this e-commerce challenge or they will face extinction. Creating their own online marketplace allows a B2B organisation to adapt to changing markets, remain competitive and relevant in the face of stiff competition from new players.

A recent Forrester report1 showed that 82% of B2B buyers would buy again from the same supplier because of that supplier’s broad selection. Additionally, 84% of B2B buyers would buy again from the same supplier because of consistently low prices. So Mirakl Marketplace B2B comes with a host of additional features designed to specifically address these customer requirements of choice and competitive pricing in the B2B market, including :

  • Negotiation Tool: allows the vendor to negotiate specific price offerings for a specific buyer. It also includes a chat feature in which buyers and vendors can discuss the products.
  • Quantity Discount: a common feature of B2B sales, which involves decreasing the cost per unit of goods or materials when purchased in greater numbers. 1 “Building The B2B Omni-Channel Commerce Platform Of The Future”, November 2014
  • Customer Personal Prices: prices are displayed on the marketplace according to each individual buyer.
  • Quotation Management: a buyer can interact with a seller to ask for a quote through a managed process until the quote is approved. These quotes can then be used as a basis for future transactions between the buyer and the seller.
  • Catalogue Integration: third-party sellers offer catalogues in many diverse formats. Mirakl Catalog Integration enables easy integration of catalogues and onboarding of sellers at scale to ensure continuity of look and feel of the marketplace.
  • Multiple Vendor Order Management: provides the operator with a complete overview and control of order lifecycle on the marketplace, ensuring that customers can order from different vendors with the same service levels.
  • Packing Unit Management: this feature takes into account the volume of data to be purchased in order to calculate the order value, assess shipping costs and select the right carrier.

Whether a manufacturer is offering a new innovative sales channel for its distributors, or a distributor is wanting to offer its customers more choice with complimentary or related products and better pricing, the future of B2B e-commerce is linked to online marketplaces,” said Adrien Nussenbaum. “The key to successful e-commerce is providing a first-class customer service and with the launch of Mirakl Marketplace B2B, this is now possible for B2B firms as well as traditional retailers.

To learn more, check our B2B page and download our new B2B white paper.