Miss Etam is a Dutch women's fashion brand, founded in Amsterdam in 1923. It offers on-trend clothing in sizes 36 to 54 for every type of woman and every occasion, with collections such as Regular, Plus and Long. New items arrive every week. Miss Etam sells through its own webshop, on Zalando, bol and Wehkamp, and in stores in Arnhem and Doetinchem.
Turnover, margin, returns and stock per channel and store, sent automatically every week at 07:00.
Miss Etam sells through its own webshop, on marketplaces and in physical stores. Data on orders, returns, stock, purchasing and shipments sits in several systems, including the It's Perfect ERP, the NextChapter e-commerce platform and carrier DHL. The goal was to bring that data together automatically in one central place, so turnover, margin, returns and stock can be tracked reliably for every sales channel.
Management wanted to see each week how every channel performs against the same week last year, without collecting figures by hand. Because Miss Etam also has stores, the same view was needed per store, plus a version for store partners that leaves out purchase prices and margins.
The marketing team wanted to use the sales figures in its own analytics environment. Staff also wanted to build their own analyses and ask questions about their own figures in plain language.
Chief built a data platform that automatically brings together product, sales, returns, stock and purchasing data from It's Perfect, NextChapter and DHL in one place. This makes sales visible for each sales channel and each store. Stock trends can be reviewed over time, so historical analysis is possible too.
Every week the platform emails a turnover report for each sales channel and each store. It includes gross and net turnover, margin, returns, best-selling and most-returned items and current stock. Where history is available, it also compares the figures with the same week last year. Store reports take till returns into account and show only that store's own stock. Store partners receive a version without purchase value and margin.
The marketing team has the same sales figures available in its own analytics environment, with no manual work. Chief also developed an integration that lets an AI assistant answer questions about the figures in plain language and build charts and dashboards.
Turnover, margin, returns and stock from the webshop, marketplaces and stores now come together automatically in one place. Internal teams receive a fixed weekly report per channel and per store, without anyone having to gather the figures. Sales, returns and purchase value are calculated the same way in every report, so everyone works from the same figures.
Head office receives the full figures, while store partners get the same report without purchase prices and margins. New stores and recipients are easy to add.
With dashboards that drill down to product level and training for staff in the dashboard tool, Miss Etam's teams can build their own analyses and dashboards. The marketing team works with the same figures in its own analytics environment.
Turnover, returns and stock from the webshop, marketplaces and stores come together automatically for Miss Etam in one data platform. Weekly reports go out per channel and store, and teams build their own analyses from the same figures.
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