SCARLETT: Success in Omni-Channel Sales

The SCARLETT small appliance brand, founded in 1996, is now one of Russia’s most famous and sought-after brand. Its products are also widely represented in CIS, Baltic, and Eastern Europe. SCARLETT manufactures products in more than 40 categories. The company’s annual sales exceed 5.5 million units and are steadily growing.

In 2019, the brand decided to launch D2C online sales. That summer, Syntes and SCARLETT signed a collaborative agreement followed by launching the official online store (scarlett.ru). The initial store offered about 200 SKU’s (Stock Keeping Unit, commodity items). By mid-2020, SCARLETT online products appeared on leading Russian marketplaces (Goods.ru (SberMegaMarket as of 2021), Ozon, Beru (part of Yandex. Market as of 2021) and Wildberries.

The natural increase in sales after the launch of D2C channels coincided with the explosive growth of online sales worldwide due to COVID restrictions and inability to buy in a brick & mortar store, proving the company’s digital transformation was timely and effective.

Omni-channels contributed to the overall SCARLETT sales growth. Fair-priced products of a recognizable brand would be competitive in any product category, attracting buyers who had been purchasing elsewhere. Brand presence on marketplaces becomes no less important than the brand official online store, and marketplaces bring a significant share of orders.

Brand presence on marketplaces becomes
no less important than the brand official online store

Organizing and maintaining multiple sales channels can be challenging requiring optimization and automation of routine processes. The introduction of the Syntes MDM/PIM platform has enabled the automation of order processing and data sharing between CRM (Customer Relationship Management), online stores, marketplaces, and warehouse accounting systems in real-time. The platform has become a single control point for managing SCARLETT online sales in all marketplaces, reducing the product manager’s daily workload by more than twentyfold.

The introduction of the Syntes MDM/PIM
platform has enabled the automation
of order processing and data sharing

SCARLETT D2C channels currently have about 1,200 SKU’s, including SCARLETT Group brands: Timberk and Scoole, and Hyundai products.

Syntes, an international company, develops a next-generation MDM (Master Data Management) and PIM (Product Information Management) cloud platform and provides brands and manufacturers with services for creating, managing and automating D2C (Direct-to-Customer) sales and marketing channels. Syntes solutions and services are used by the world’s leading brands and manufacturers of consumer and business products such as Razer, Scarlett, Pantone, X-Rite, AVerMedia and others. Syntes is a registered trademark of Syntes, Inc.

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