About Consuela: A leading Sneaker Store in Madrid
Founded in 2008 in Madrid, Consuela is an urban fashion brand that specializes in sneakers and streetwear, bringing the best of the market to local customers. Driven by a passion for stylish footwear, this brand has gained a reputation for offering premium sneakers and fashionable accessories.
As a multi-brand retailer, the company operates two stores in Madrid and one on one of Lisbon’s main shopping streets, set to open in 2022. Additionally, its online store offers national and international shipping, serving a wide customer across the globe.
With a robust online presence, the brand has cultivated more than 20k followers on Instagram, sharing updates, promotions, and product launches.
The Challenge: Complex Pricing and Promotions Management
With an extensive catalog of over 24,000 items, managing pricing strategies and promotional campaigns efficiently became a challenge for the brand. The main promotional method employed is price discounting, allowing customers to see the discount immediately on product pages, showcasing the final price and savings.
However, managing different price discounts depending on brand, collection or even variant in a manual way is a real challenge for Consuela due to the high stock rotation and numerous references of its eCommerce.
The use of higher discounts for products with few units or single sizes allows the brand to liquidate inventory, freeing up space and resources to launch new products in the market continuously.
Solution: Automating Promotions with Planet
By automating promotions using the Shopify Planet app, Consuela can easily manage its promotions, applying discounts of 20% - 70% independently and filtering based on brand or collection.
Thanks to the selection of products through filters, discounts are created in just a few minutes, showing the changes directly on the product page at the moment the promotion is activated.
Additionally, to attract more traffic to its website and position itself against the high competition of urban fashion in Spain. Consuela gives a special place to promotions within its website, in specific sections of "Sales", "Outlet" and "Latest sizes".
On the other hand, Planet has worked closely with Consuela for the scheduling of punctual Flash Sales, creating different promotions and, especially in this case, returning the products to their original price automatically.
In this way, the brand increases the number of discounted products and positions itself favorably in times of high demand such as Black Friday or Christmas.
Results: Boosting Sales and Brand Growth
Consuela has generated more than 30% of its sales with Planet, through a strategy of price discounts that builds customer loyalty and attracts new customers.
The increase in sales of the brand allows it to launch new products in its eCommerce and continue offering its customers an extensive catalog with thousands of products from the best urban brands on the market.
Finally, the analysis of the performance of each of the promotions available on Planet in real time allows for adjusting the promotions strategy according to the results and effectiveness of the promotion.
Thanks to the powerful combination of pricing automation, flash sales, and data-driven strategies, the brand has been able to maintain its competitive edge and grow within a saturated market. By offering attractive and timely promotions, the brand is able to meet customer expectations and drive profitability in the fast-paced urban fashion landscape.