Centralization of sales data: Markwins Beauty Brands' success with Witailer

Markwins Beauty Brands is a global leader in the health and beauty sector and the largest independent cosmetics company in the United States. With over 35 years of cosmetic innovation, Markwins' brands are available in over 80 countries worldwide. Recently, the company faced a significant challenge in managing sell-out data from various retailers, both physical and online. To solve this problem, Markwins turned to Witailer.

The challenge

The main issue faced by Markwins was the lack of a centralized view of sell-out data from retailers, distributed across 16 channels and 32 countries. Each retailer provided different reports in terms of formats, frequency, structure, and granularity, making it complex to evaluate and compare performance. Markwins needed a solution to standardize and aggregate this data and create a dashboard that allowed continuous and easy consultation.

The strategy

To address this challenge, Witailer developed a tailored strategy for Markwins, articulated in three main phases:

Preliminary Analysis

• Mapping of sell-out files: identifying the structure and critical issues in the sharing process by distributors;
• Identification of common measures and dimensions: defining a standard structure for the data.

Process Automation

• Setup of automatic loaders: implementation of a system that transformed retailer files into the standard format defined in phase one. This automated process ensures client autonomy, with immediate email notifications on the upload outcome.

Dashboard Construction

• Dashboard: creation of a dashboard to rationalize sell-out data through intuitive visualizations. The dashboard allows segmentation and analysis of data thanks to a customized taxonomy.
• Weekly alignments: the process of defining requirements and the effective implementation of the project were accompanied by weekly meetings with the client, ensuring maximum alignment and resolving any issues in real-time.

The results

Since its creation, the integrated dashboard has recorded an average of over 100 weekly views, demonstrating immediate adoption by the client. The client has created a monthly reporting flow that is shared internally and on which quarterly meetings are organized to present data and comment on performance in plenary sessions. Additionally, based on business needs, ranging from client visits to targeted marketing campaigns, ad hoc reports are sent frequently (1/2 week).

Moreover, through the integration and analysis of the data, the client is able to guide many strategic business decisions, such as the selection of the assortment to enter a new channel or to base communication and trade marketing activities.

Finally, the client has intensified the frequency of information and feedback exchange with the customers present on the platform.

Next steps

Given the satisfactory results achieved to date, the project will be expanded with the inclusion of 15 new retailers and the integration of the sell-out KPI in value within the dashboard. This last inclusion will also involve a scraping activity by Witailer aimed at obtaining the price lists of those retailers for which the KPI is not directly shared, in order to offer a complete picture and enable data analysis.

"Through the platform developed by Witailer, we are now able to integrate data from various sources coherently and perform more in-depth analyses on our clients' performance, improving our ability to make business decisions. Being a B2B company, this tool has allowed us to understand and analyze our consumers' preferences and to direct marketing strategies and investments more effectively and efficiently. The platform features an extremely intuitive and easy-to-navigate user interface; the dashboards developed according to our needs allow us to quickly share reports and insights internally, simplifying the dissemination of business performance."

– Andrea Omodei, VP of Marketing and E-commerce of International

"We chose Witailer in continuity with another successful project for our company. The dashboard created is essential for aggregating sell-out data and is a fundamental tool for our business. We are now able to monitor the performance of cosmetics across various online and offline channels, compare different metrics, optimize our pricing, assortment, and promotion strategies, thereby maximizing the effectiveness of our investments."

– Giuseppe Tartaglia, SVP Finance, HR & Digital Innovation of International