Allen Edmonds switches channels with ease

Vertical omnichannel footwear retailer Allen Edmonds Corp. needs to ensure brand and price consistency across a dizzying array of consumer touch-points.



Port Lake, Wisconsin-based Allen Edmonds is using the Ugam brand intelligence solution to monitor channel pricing, enforce minimum advertised price policy and manage channel relationships. Allen Edmonds needs to manage these activities in its 59 corporate stores and e-commerce site, as well as with third-party retail partners.



Ugam's brand intelligence solution combines big data processing and analytics to uncover channel insights and recommend pricing policy enforcement actions. These insights help Allen Edmonds prevent revenue loss and promote fair competition among its retail partners.



As part of the solution, Ugam also captures product data for styles of shoes across online retail outlets and key marketplaces, and also employs the use of mystery shopping to help Allen Edmonds identify sources of unauthorized activity.



"Ugam helped us create an efficient, streamlined channel approach and their experience in MAP monitoring and enforcement helps us take quick action, when necessary, to preserve a consistent brand value," said Meg Hopkins, VP, head of wholesale at Allen Edmonds.



With retailers blurring the lines between business-to-business and business-to-consumer as well as among channels, ensuring brand and price consistency is a complex proposition. By tapping into big data to identify hidden issues before they become obvious problems, Allen Edmonds is helping ensure that customers have a seamless brand experience, which makes them want to come back.