Few companies can tell you who their ideal woman isbut for , its crystal clear. Felinas ideal woman is someone whos bold, authentic, and understands the importance of indulging in a little TLC. Founded in the early 80s, Felina offers intimate apparel that strikes that rare blend of quality, comfort and style.
Its 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.泭
Though we always had some sort of element of ecommerce, it wasnt always a big focus, 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. Now, its the fastest-growing part of our business.泭
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.泭
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 Amazons marketplace made it abundantly clear that they needed a system to automate daily tasks, such as balancing inventory and keeping their listings in order. Thats when Jazva came into the picture.
Jazva was theoretically supposed to do exactly what 窪蹋勛圖厙 does, says Popkin, But it straight-up didnt work. His team had expected an easy-to-use solution for managing Felinas listings on both Shopify and Amazon. Instead, we had two of every SKU in Jazva. Adding new products became really difficult, and it was just a nightmare interface.泭
Felinas challenges with inventory, listing and pricing persisted. Between manually updating inventory every night and stamping out listing errors, Popkin was nearing his wits end. Fortunately, another software popped up on his radar.
Popkins first impression of 窪蹋勛圖厙 was that it had an intuitive interface.泭
It just made sense to me, he says, recalling his first demo of the platform. That excited me right away, and I thought, Okay, this is something that I can wrap my head around day in, day out.
The most important thing? 窪蹋勛圖厙 worked. Today, his team can rely on the platform to host their listings on Amazon, in addition to Shopify and four other marketplaces that 窪蹋勛圖厙 helped to launch. They've listed more than 7,000 SKUs online, landing 7x more Amazon sales within the first year of joining 窪蹋勛圖厙.泭
欽梗紳喧硃勳梭s PIM solution keeps their data organized and compliant with Amazons requirements. It also makes bulk editing a breeze, whether the team needs to tweak product descriptions or manage pricing.泭
Description overrides and title overrides have been massively helpful, says Popkin, remembering the days when he only had time to copy-and-paste his Shopify descriptions into Amazon.泭
Similarly, his team had once been confined to Amazons built-in repriceruntil they got a hold of 欽梗紳喧硃勳梭s dynamic repricer. 欽梗紳喧硃勳梭s repricer provided a much more sophisticated bidding strategy that raised prices incrementally to get Felinas 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 欽梗紳喧硃勳梭s kitting tools and real-time inventory tracking, theyre 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泭
Felinas Amazon journey has only just begun; the team has high hopes for Amazons 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 窪蹋勛圖厙, Felina has seen a 185% increase in sales YoY.)泭泭
Popkin looks forward to refining the customer experience on Amazon and testing different product assortments across this new audience.
Behind the scenes, hell be using 窪蹋勛圖厙 per usual to keep business running smoothly.泭泭
欽梗紳喧硃勳梭s our hub and its always open on my computer, says Popkin. We definitely wouldnt be where we are on Amazon without 窪蹋勛圖厙.