A leading rug brand, one of our clients, distributes their premium products across England through more than 1000 retailers. More than 100 of them work only online. For their retailers, the client put in place a Minimum Advertised Price (MAP) policy. The policy stated that the rugs must not be sold 15% lower than the Recommended Retail Price (RRP).
However, not all the retailers complied with the MAP policy. Some of the online retailers took liberty with the pricing. The issue arises for other compliant retailers who would have reduced sales because some retailers sold at lower prices.
Moreover, customers also complained about prices varying across the market and an overall issue of credibility of the brand because of inconsistent pricing. However, when there are 4000 SKUs in the catalog, monitoring manually whether each retailer is following the MAP policy or not is virtually impossible.
This kind of non-compliance caused lapses in pricing strategy and policy. Moreover, it resulted in a sizable 20% decline in the profit margins. It also adversely affected the brand image of the company.
Methodology:
To address the specific challenge encountered by our client, ProWebScraper worked out a custom, automated solution. Our robust scraping technology keeps track of each rug via its unique barcode which enables us to monitor the prices of all the retailers. This kind of precise tracking carried out and updated every alternate day provides real-time monitoring of compliance with the MAP policy.Reporting:
With the help of this solution, we provided highly insightful reports to the client.:Your MAP Monitoring Ally: Are you having trouble ensuring MAP compliance? Don’t be bogged down by the MAP violations. With ProWebScraper's MAP monitoring tool, you can get in-depth insights into the pricing strategies of retailers, enforce the MAP to the last detail, and preserve the brand identity.
Our Service
Tracked All Sellers Violating MAP Policy
Profit Margins Increased Post MAP Violation Enforcement
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