The Dutch jewelry chain Lucardi sees enormous growth in the number of online orders due to pandemics. Both through their own webshop as well as sales through online marketplaces like Bol.com and Zalando. Founded in 1988, it is the largest jewelry chain in the Netherlands, with 124 stores (including 2 in Belgium). In addition, the company has a webshop targeting the Netherlands, Belgium, and Germany. The company's focus is on jewelry and watches, complemented by accessories such as bags and sunglasses. "Our collection consists of a wide range of jewelry for every occasion and stage of life. From silver bracelets and necklaces to gold jewelry with diamonds," says Dominique van Oostrom, online marketer at Lucardi, specialized in marketplaces. "As a teenager, you can succeed with us for a beautiful necklace or bracelet, but you can also come to us if you are getting married or have an anniversary to celebrate."
Lucardi's broad target group is both an opportunity and a challenge: how do you reach all those different people to buy from you? "One of our most important core values is accessibility. Hence, we would like to be present in multiple locations," said Van Oostrom. Since 2019 Lucardi has been active on several online marketplaces. Think Bol.com, V&D, Afound, Amazon Germany, and Zalando for the Netherlands, Belgium, and Germany.
To manage the sales process, Lucardi joined forces with ChannelEngine. "We have a large product range with over 8,000 products. This means that you have to choose which products you are going to sell on which marketplace. ChannelEngine's tool gives us insight into the top ten best-selling items, for example. We can also easily exclude certain products and thus respond to consumer needs."
Overview and control
Lucardi is not dependent on how a marketplace displays the products. Thanks to ChannelEngine's tool, it is entirely in the company's own hands. "This way, we don't run the risk of information being misinterpreted. Especially with jewelry, things like measurements are very important. For some jewelry, the length is the size. For others, the width or diameter. If you were to leave the interpretation to a marketplace, the risk of error would be very high. In the ChannelEngine solution, we set these kinds of rules in advance, after which they are automated for the entire product category. Then you don't have to worry about it anymore. Updates, such as a new image or improved product information, are also immediately passed on to the relevant platform."
Thanks to a collaboration with ChannelEngine, Lucardi can reach new target groups through these marketplaces that they would otherwise miss. "Also, when exploring potentially interesting marketplaces, their expertise comes in handy. At the moment, Bol.com is the most critical platform for Lucardi. "We benefit from the brand awareness of this platform and vice versa. This creates a nice interaction", notes Van Oostrom. Since March, Lucardi is also live on Zalando. Due to the strict requirements of this German company, the onboarding process was quite challenging, according to Van Oostrom. "Fortunately, we received a lot of help from ChannelEngine to get our products live in the right way. Without them, we would never have had such a good overview of our feed. In the Netherlands, our products score well through Zalando, but we have a huge turnover right away, especially in Germany. It's a sign that our products are appealing here - we can build on that."
"Our regular contact at ChannelEngine makes us think about new opportunities. Are there markets that we are still missing that we can connect to? And how does the integration work? If we know in advance how much time the onboarding process will take, we can take that into account in our budgets. Ideal, that way we don't have to invent the wheel ourselves!"