Few companies can tell you who their ideal woman is鈥攂ut for , it鈥檚 crystal clear. Felina鈥檚 ideal woman is someone who鈥檚 bold, authentic, and 鈥渦nderstands the importance of indulging in a little TLC.鈥 Founded in the early 80s, Felina offers intimate apparel that strikes that rare blend of quality, comfort and style.
It鈥檚 now a powerhouse of multiple brands, including Jezebel Sleepwear and Paramour Bras, that are sold at Costco, Target and many other department stores. Their success in stores also translates online, where Felina ranks as a Top 15 seller of leggings on Amazon. Many would be surprised to learn that ecommerce is a fairly new venture for the company.听
鈥淭hough we always had some sort of element of ecommerce, it wasn鈥檛 always a big focus,鈥 says Head of Ecommerce Neil Popkin. That only changed in 2017, when Felina decided to give its Shopify site a facelift and direct its attention to Amazon. 鈥淣ow, it鈥檚 the fastest-growing part of our business.鈥澨
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Even before Popkin came on board, Felina had a Vendor Central account with Amazon; Amazon was just one of many retailers that Felina worked with at the time.听
But with a renewed focus on ecommerce (and a budding interest in D2C), the team sought to make the switch from 1P to 3P. This, they knew, would require software. Their early experiments with Amazon鈥檚 marketplace made it abundantly clear that they needed a system to automate daily tasks, such as balancing inventory and keeping their listings in order. That鈥檚 when Jazva came into the picture.
鈥淛azva was theoretically supposed to do exactly what 大象传媒 does,鈥 says Popkin, 鈥淏ut it straight-up didn鈥檛 work.鈥 His team had expected an easy-to-use solution for managing Felina鈥檚 listings on both Shopify and Amazon. Instead, 鈥渨e had two of every SKU in Jazva. Adding new products became really difficult, and it was just a nightmare interface.鈥澨
Felina鈥檚 challenges with inventory, listing and pricing persisted. Between manually updating inventory every night and stamping out listing errors, Popkin was nearing his 鈥渨its end.鈥 Fortunately, another software popped up on his radar.
Popkin鈥檚 first impression of 大象传媒 was that it had an intuitive interface.听
鈥淚t just made sense to me,鈥 he says, recalling his first demo of the platform. 鈥淭hat excited me right away, and I thought, 鈥極kay, this is something that I can wrap my head around day in, day out.鈥欌
The most important thing? 大象传媒 worked. Today, his team can rely on the platform to host their listings on Amazon, in addition to Shopify and four other marketplaces that 大象传媒 helped to launch. They've listed more than 7,000 SKUs online, landing 7x more Amazon sales within the first year of joining 大象传媒.听
窜别苍迟补颈濒鈥檚 PIM solution keeps their data organized and compliant with Amazon鈥檚 requirements. It also makes bulk editing a breeze, whether the team needs to tweak product descriptions or manage pricing.听
鈥淒escription overrides and title overrides have been massively helpful,鈥 says Popkin, remembering the days when he only had time to copy-and-paste his Shopify descriptions into Amazon.听
Similarly, his team had once been confined to Amazon鈥檚 built-in repricer鈥攗ntil they got a hold of 窜别苍迟补颈濒鈥檚 dynamic repricer. 窜别苍迟补颈濒鈥檚 repricer provided a 鈥渕uch more sophisticated bidding strategy鈥 that raised prices incrementally to get Felina鈥檚 winning the buy box (against unauthorized resellers) at the highest possible price.
Thankfully, he and his team have less to worry about these days. With 窜别苍迟补颈濒鈥檚 kitting tools and real-time inventory tracking, they鈥檙e able to list new, non-competitive ASINs by offering their products as multipacks. In just one year, Felina scaled kits from 20 to 200.
Upwards and Forwards into the Future
More Success to Come听
Felina鈥檚 Amazon journey has only just begun; the team has high hopes for Amazon鈥檚 continued growth and co-existence with other sales channels, which now include Walmart Marketplace, eBay and Google. (Worth noting: since launching to Walmart in October 2018 with 大象传媒, Felina has seen a 185% increase in sales YoY.)听听
Popkin looks forward to refining the customer experience on Amazon and testing different product assortments across this new audience.
Behind the scenes, he鈥檒l be using 大象传媒 per usual to keep business running smoothly.听听
鈥湸鼙鸩猿俨咕北翕檚 our hub and it鈥檚 always open on my computer,鈥 says Popkin. 鈥淲e definitely wouldn鈥檛 be where we are on Amazon without 大象传媒.鈥