Working with Minnetonka Moccasins

Minnetonka Moccasins is a leading shoe manufacturer that was faced with MAP issues from Amazon and rogue sellers and in need of brand protection. They asked us to help clean up the channel and build their reputation online.

Key issues faced

  • Transitioning from Vendor Central to Seller Central
  • Management of forecasting inventory and logistics for a seasonal business
  • Monitoring and removing rogue sellers, unauthorized sellers and authorized sellers breaking MAP
    • Managing a matrix of these sellers uploading conflicting content to product listings
  • Managing massive SKU count
  • Driving traction on existing listings and new product launches

Implementation

  • Deployed full brand protection program and began monitoring and removing rogue sellers from top 100 listings
  • Forecasted through drive time with 3% margin of error and minimal stockouts
  • Managed inventory as Vendor Central ran out and backfilled effectively with Seller Central
  • Developed hybrid fulfillment model to maximize assortment visibility for customers to minimize storage costs.
  • Set up dropship logistics allowing us to carry more of the assortment
  • Leveraged content syndication software to streamline product data across multiple ecommerce platforms including Amazon and Walmart

Outcome

  • After initial Seller Central transition:
    • Over 30 unauthorized sellers removed from Amazon
    • Achieved consistent and growing sell-through on existing listings
    • Identified key growth areas and custom new SKUs for launch
    • MAP strictly monitored and quickly enforced across the Amazon channel through our brand protection program
      • Identified leaks in distribution network, reducing number of authorized sellers to clean the channel
    • Full content optimization across the entire assortment of over 5000 SKUs
  • As a result of the ongoing partnership:
    • Increased speed to market by streamlining product launch process by 75%
    • Secured 100+ SMUs, becoming a launchpad for new product and reducing the brand’s risk to test new styles, achieving 100% sell-through on these SMUs and added 25% incremental sales lift
    • As a result of the successful partnership, Powerplay earned the opportunity to launch manage Sperry’s and Hush Puppies’ slipper assortment on Amazon
    • Achieved #4 best seller ranking in “men’s slipper” category
  • Date: Ongoing Work
  • Client: Minnetonka Moccasins
  • Category:
  • Flexible Service Offerings:Direct