The digital transformation journey of santa lolla: in & out marketplace

Authors

  • Paulo Sérgio Cesar de Madureira Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo FEA/USP, São Paulo, (Brasil)
  • Edson Crescitelli Faculdade de Economia, Administração, Contabilidade e Atuária da Universidade de São Paulo - FEA/USP, São Paulo, (Brasil)
  • Marcos R. Luppe Faculdade de Economia, Administração, Contabilidade e Atuária da Universidade de São Paulo - FEA/USP, São Paulo, (Brasil)

DOI:

https://doi.org/10.53946/rmrreview.v4i1.47

Keywords:

In and Out , Marketplace, Retail, Digital Transformation

Abstract

Introduction: Santa Lolla, a benchmark in the women's shoes and accessories sector, faced the challenge of expanding its digital presence. Founded in 2004 by the Martinez siblings, the brand rapidly gained traction in the Brazilian and international markets, making appearances at global fairs like Micam in Milan.

Background: By 2023, Santa Lolla boasted over 300 franchises, and its collections were retailed in more than 1,000 multi-brand stores. The brand distinguished itself through successful collaborations with major fashion names and an unwavering commitment to sustainability. With the rise of e-commerce, the company recognized the need for digital transformation, updating its e-commerce platform, launching its own marketplace, and implementing cutting-edge ERP solutions.

Primary Challenge: During a strategic meeting, the pivotal dilemma was whether to extend the brand's presence on popular marketplaces like Mercado Livre, especially following a significant purchase reduction by one of its chief digital distributors.

Analysis: Discussions revolved around the pros and cons of joining marketplaces, considering brand image, sales control, and counterfeit risks. The initial approach was to partner with marketplaces that resonated with Santa Lolla's values.

External Insights: Birkenstock's experience with Amazon over counterfeiting concerns and an HBR case study on an electric bicycle manufacturer offered varied perspectives on the quandary.

Conclusion: Santa Lolla's trajectory exemplifies the challenges companies face in the digital age, deliberating on adapting to market trends and safeguarding brand image. The decision to venture into third-party marketplaces requires a thorough analysis of risks and opportunities.

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Author Biographies

Paulo Sérgio Cesar de Madureira, Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo FEA/USP, São Paulo, (Brasil)

Mestradando em Empreendedorismo pela Faculdade de Economia, Administração e Contabilidade - USP/ FEAC, São Paulo. (Brasil). 

Edson Crescitelli, Faculdade de Economia, Administração, Contabilidade e Atuária da Universidade de São Paulo - FEA/USP, São Paulo, (Brasil)

Doutor em Administração pela Faculdade de Economia, Administração, Contabilidade e Atuária da Universidade de São Paulo - FEA/USP, São Paulo, (Brasil). Professor da Faculdade de Economia, Administração, Contabilidade e Atuária da Universidade de São Paulo - FEA/USP.

Marcos R. Luppe, Faculdade de Economia, Administração, Contabilidade e Atuária da Universidade de São Paulo - FEA/USP, São Paulo, (Brasil)

Doutorado em Administração pela Faculdade de Economia, Administração, Contabilidade e Atuária da Universidade de São Paulo - FEA/USP, São Paulo, (Brasil). Professor Doutor da Escola de Artes, Ciências e Humanidades - EACH/USP, São Paulo.  Professor do Mestrado Profissional em Empreendedorismo da Faculdade de Economia, Administração, Contabilidade e Atuária da Universidade de São Paulo - FEA/USP.

References

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Published

2024-04-11

How to Cite

Cesar de Madureira, P. S., Crescitelli, E., & R. Luppe, M. . (2024). The digital transformation journey of santa lolla: in & out marketplace. Retail Management Review, 4(1), e47. https://doi.org/10.53946/rmrreview.v4i1.47

Issue

Vol. 4 No. 1 (2024): Fluxo contínuo (JAN/DEZ)

Section

Multicanalidade e Omnichannel

License

Copyright (c) 2024 Paulo Sérgio Cesar de Madureira, Edson Crescitelli, Marcos R. Luppe

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