Nextbase

Launching Nextbase in the US

At the beginning of 2019, Nextbase was the EU market share leader for dashcams, but had essentially no brick-and-mortar or online retail business in the US. Nextbase needed a US rep and distributor that could transact with retailers to grow their business. As Nextbase’s primary US partner, Powerplay led a successful, full-chain release at Best Buy and sold Nextbase into Walmart, Sam’s Club, and 12+ additional retailers and digital channels.

Key Issues Faced

  • Nextbase had no experience with US retailers and the different requirements for each. They needed a US entity that could execute operations and also transact with Best Buy, Walmart, and other big box retailers.
  • With no US presence, Nextbase needed a domestic warehouse solution with experience fulfilling and distributing in America to support these retailers.
  • Best Buy was over-assorted from a SKU and vendor standpoint. ASPs were declining, and BestBuy had no premium dashcam brand with the value proposition to halt this slide.
  • Similarly, the dashcam segment at Walmart was highly competitive due to private labels and multiple competing brands. Walmart wanted entry-level units, meaning sales volume would need to make up the difference in margin.
  • Slotting fees and display costs outside of normal vendor agreements made the cost of doing business very high in the dashcam category.

Implementation

  • January 2019: Powerplay leveraged existing relationships to facilitate a meeting between Nextbase and the Best Buy leadership and buying teams. The Powerplay team negotiated the agreement and set up the supply chain to fulfill Best Buy’s national launch of Nextbase dashcams.
  • May 2019: BestBuy.com and all Best Buy store locations launch Nextbase products.
  • May 2019: Nextbase is added to Powerplay’s incentives program offering.
  • June 2019: Nextbase launches the 522 model at Best Buy.
  • Summer 2019: Two Nextbase SKUs are launched on Walmart.com and in 3,900 Walmart store locations.
  • Summer 2021: Powerplay takes over operations and fulfillment for Nextbase.com.
  • October 2021: Nextbase leans on Powerplay and their marketing services offering. Powerplay begins managing Google PPC advertising for Nextbase.com and launches sponsored product advertising on BestBuy.com.
  • November 2021: Powerplay takes over the Nextbase Amazon listings. Powerplay optimizes the listing content and creates a Nextbase brand storefront on Amazon.
  • August 2022: Nextbase launches on SamsClub.com and in 597 Sam’s Club stores.
  • September 2022: Nextbase launches on Target.com through the Target+ program by leveraging Powerplay’s status as a Target+ partner.

Results

  • Powerplay was able to secure 8 SKUs (3 dashcams and 5 accessories) in all Best Buy locations in less than 5 months, including two 2-foot displays and two 1-foot displays at multiple in-store locations.
  • The Nextbase 522 model launched in June 2019 and was Best Buy’s #1 selling dashcam that year.
  • Nextbase was Best Buy’s best-selling dashcam in both units and revenue for the week of Black Friday and Cyber Monday 2019.
  • Nextbase helped significantly increase ASPs in FY 2020, and as a result Best Buy added 3 more SKUs to their assortment for FY21.
  • Powerplay secured two Nextbase SKUs in 3,900 Walmart stores and on Walmart.com within 6 months.
  • Walmart awarded Nextbase a 2-foot display for Spring 2020.
  • Powerplay delivered on all SLAs and maintained operational excellence, while supporting continued growth of the Best Buy program.
  • Powerplay continues to be a key partner driving growth for Nextbase at 15+ US retailers in 2024 and beyond.