O Bag
+105% growth
About Zalando
A success story
Compounded by the pandemic, O bag decided to develop its digital presence even more.
It then turned to Yocabé to put in place a multi-channel D2C (Direct-to-Consumer) online sales strategy focused on 10 European marketplaces.
To achieve this goal, DOPPELGÄNGER established a strategic partnership with Yocabé and adopted a Direct-to-Consumer (D2C) sales strategy on the platform.
The Brand
Design, eco-sustainability and creativity. These are the key concepts related to O bag, the made-in-Italy brand that has grown thanks to its famous bags made of Thermoplastic Compound, an innovative and lightweight material. Founded in 2009, within a few years the Italian company reaches a turnover of 25 million euros. Today, its products are distributed in as many as 50 countries around the world by a dense offline network: 400 owned and franchised stores and more than 500 multi-brand stores.
Initial needs and the push toward D2C (Direct-to-Consumer).
The strategy
O bag, we said, benefits from an extensive distribution network. What about online sales?
Well before the pandemic, users could purchase “in season” products on the proprietary e-commerce or Amazon and “off season” products on Privalia-Veepee, Showroom Privé, Limango. In terms of both Amazon sales and the world of “Flash Sales,” the relationship between O bag and these digital giants was B2B (Business-to-Business).
However, it was with the pandemic that O bag decided to develop its digital presence even more, with a specific focus on marketplaces. The company needed to preside over all brand-relevant platforms across Europe without losing control over prices.
O bag then turns to Yocabè to structure a multi-channel D2C (Direct-to-Consumer) online sales strategy. Yocabè begins selling O bag products through its own technology and logistics facility, on the following marketplaces: Zalando Italy, Zalando Germany, Privalia/Veepee Italy, Privalia/Veepee Spain, Privalia/Veepee France, Amazon Italy, Amazon Spain, Amazon France, Amazon Germany, Amazon UK
The steps
The O bag-Yocabé partnership in 6 points
2020 collaboration start: Integration with Amazon
As for Amazon, the wholesale (vendor) model is complemented by O bag's direct sales (seller) through specialized partners. The two sales strategies are by no means incompatible: O bag continues to sell to Amazon some products and on Amazon other products. In the latter case, it has the advantage of retaining full control over prices, margins, and digital content.
International expansion
On Amazon O bag extends its reach throughout Europe, with a special focus on Germany
Integration with Zalando
O bag is starting to sell on Zalando, a marketplace that-because of significant barriers to entry-is increasingly difficult for most brands to preside over. Today 59 percent of O bag sales through Yocabé take place precisely on the German platform.
Integration with Privalia
O bag also presides over Privalia Brandsplace. That is, it has its own shop-in-shop (the equivalent of the Amazon brand store) and-through Yocabè-not only participates in Flash Sales, but is present in the Privalia catalog , which is always accessible to users. O bag's Privalia Brandplace will soon be active in Spain and France as well.
B2C Logistics Infrastructure
O bag leverages Yocabé's B2C logistics infrastructure, which serves all marketplaces, across Europe.
Customer Care Integration
Yocabé handles customer service, billing and returns, in all countries of sale.
The numbers of the partnership
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The results of the partnership with YOCABÈ
The partnership between O bag and Yocabe gives the brand 6 important advantages
- 105% increase in online sales in Q1 2021 compared with the same quarter of the previous year
- A single platform to sell on multiple marketplaces: O bag interfaces with a single partner, which takes care of all stages of online sales: from catalog creation to shipping.
- Full price control. In contrast to the wholesale approach, The D2C model allows O bag to define and monitor pricing in all markets.
- Ability to serve the B2C market, with multi-channel logistics. Through Yocabé’s infrastructure, O bag sells on multiple platforms, in multiple countries, while meeting the (often stringent) constraints imposed by each platform.
- Efficient customer service. The brand does not have to deal with customer inquiries or returns, but Yocabé Customer Service does.
- Detailed and multi-language product sheets. The Yocabé team creates digital content optimized for each platform and language.
"We chose Yocabé as a partner to support O bag in selling on marketplaces because it is lean, flexible and fast. Fundamental characteristics to be able to grow in online business." "
Michele Zanella
Founder & CEO of O bag
"Binda Italia chose Yocabè as a strategic partner to accelerate the expansion of its watch and jewelry brands, Breil and Hip Hop, on major European marketplaces. Integration and process automation, along with expertise and flexibility in seizing multiple market opportunities, have been key in achieving the goals set." "
Marco Forzani
Commercial Director - digital channels Binda
"Thanks to Yocabé, the presentation of our products on marketplaces has greatly improved. We have expanded our online sales channels by positioning ourselves competitively. The increase in sales is a natural consequence of such a specialized service "
