Have you ever wondered which are the most mature brands of the moment? What is the situation of Spanish brands in relation to their competitors from other countries? Or what are the best ecommerce practices for a successful year?
Lengow and Retail4Brands present the results of the study «Retail Index Spain 2021″, in which you discover a classification that measures the performance of more than 100 brands in marketplaces and their direct-to-consumer sales strategy.
What is the Retail Index Spain
The Retail Index Spain It is a scientific and objective analysis that measures the level of maturity of brands in marketplaces and their D2C strategy. This study analyzes 5 criteria such as: power, distribution, experience, marketing and direct-to-consumer. In addition, they offer a final score, out of 10, to each of the brands that participate in the study.
Contents of this maturity analysis
To carry out this report, they selected 10 categories, with different levels of maturity. Firstly, highly mature sectors were selected, such as electronics (PC, audio or telephony). In addition, it includes categories of products that are sold in department stores. Like, for example, small appliances or DIY.
On the other hand, they selected other more challenging categories, which are currently experiencing a revolution. Like, for example, the beauty or toy industry. From the Lengow team they inform us that several surprises will be revealed in these sectors.
Also, analyze nearly 100 key brands in their categories. Among them: Apple, Huawei and Samsung, benchmarks in the mobile telephony sector. The report includes other brands selected based on the Best Sellers that are represented on Amazon. Finally, you will also come across interesting stories from retail brands or pureplayers. As is the case with Anker, an online electronics and audio accessories store.
Classification of the 10 categories according to their degree of maturity in ecommerce
The main categories are PC, sports and clothing. The first position of the PCs is not surprising. This is a widely distributed category in digital. The clothing and sports categories are reinforced thanks to a strong presence in D2C.
Products from the world of home and small appliances follow closely. In fact, they are increasingly distributed digitally and, above all, through marketplaces.
Then come categories such as DIY, which do not have much direct distribution but which, with the appearance of marketplaces such as Mano Mano or Leroy Merlin, for example, are going to skyrocket.
The brands that stand out
The Mellerware example to better understand its classification
Their direct-to-consumer route is flawless. Count with one e-commerce site of quality, hosted on a powerful technology (Shopify). Use the google ads capitalizing on your product catalog, making your ads dynamic with offers, stock levels, showing your prices. It is these dynamic integrations that interest the consumer. But above all, use the inevitable Google Shopping! It is the environment that presents the most products and offers a wide variety of possibilities for brands to promote their product catalogues, especially visual ones. Mellerware also uses the Facebook and Instagram ads that allow you to be closer to the consumer through different audiences. It is true that in this type of advertising we find more brands in the fashion, beauty or home sector. There are several advertising formats, very “branding”, but also dynamic formats that allow the specific information of the brand’s product catalogs to be pushed to highly qualified audiences.
To the question “Is direct-to-consumer selling a game changer? The answer is a resounding yes”
The main players in fashion, sports and home are extremely mature in this area, with their own distribution for several years, strong investments in e-commerce combined with a significant mastery of omnichannel.
Household brands have become more powerful. They are getting stronger than traditional audio and electronics brands.
We can wonder the reason for such an increase in popularity, especially in the “DIY” and “Home” categories. Is it an effect of the different confinements? But what is clear is that some brands have actually become more proficient in each of these areas. Marketplaces have positioned themselves very quickly in the home and DIY field, such as ManoMano in Europe or Leroy Merlin, which has just been launched in . Therefore, these are increasingly mature environments
If you missed the detailed presentation by Willy Chamand (eRetail Consultant Retail4Brands) and Rebeca Lamata (New Business team Leader Lengow) you can see it on video at the following link: .
If you want to know more, you can download his presentation on best practices to excel online and especially in D2C.
If your brand does not appear in the ranking, and you want to position yourself in relation to your competitors, you can work with them to carry out a audit of your brand
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