US Polo Assn. is the authentic and oï¬ƒcial brand of the United States Polo Association, the governing body for the sport of Polo in the United States since 1890. Today, the US Polo products are sold through their licensing program in over 135 countries at independent retail stores, department stores and US Polo Assn brand stores. US Polo as a brand captures the authenticity of the sport, while embracing the genuine spirit known throughout the world as Classic American Style. In India, Arvind Lifestyle Brand Ltd has the license to sell the US Polo collection.
Although the brand already had an online presence in India, yet it had limited representation on the online marketplaces. The inventory was scattered and operated in silos across channels and was not fungible. Moreover, USPA as a brand does not believe in deep discounting and hence it was a challenge for them to increase sell through. Hence, USPA wanted to enhance their direct to consumer strategy and was looking for a solution that will:
- Enable the brand to have control overpricing and discounting across marketplaces
- Optimize their inventory
- Expose their inventory to newer channels
- Increase sell-through
- Increase fulfillment
Ace Turtle’s Rubicon platform was deployed to integrate all the stock points of USPA and provide a single view of inventory to multiple marketplaces. As a result, each marketplace had a catalogue which had the entire range and much higher inventory.
Ace Turtle provided USPA with the technology needed to succeed across multiple marketplaces. The platform allowed USPA to have control over its price and visibility across eCommerce platforms. Moreover, the platform allowed USPA to showcase all their categories and reach out to newer marketplaces and significantly increase their sell throughs. Some of the impact that Rubicon enabled for USPA when we compare between their performances of Q3
A 4xrise in GMV
Orders across market places increased by 8 x
Sell through increased by 25%
Moreover, if we focus on the SKU level data there has been signiï¬cant improvement in terms of number of styles and SKUs that Rubicon enabled across marketplaces for US polo between May 2017 and April 2018. There has been a 8X times jump in number of styles uploaded across market places and close to 400% rise in the number of inventories loaded.