Mascot differentiates itself by adopting blue ocean strategies, with a keen focus on enhancing customer service and experience
MOUNTAIN VIEW, California, Aug. 11, 2016 /PRNewswire/ -- Based on recent analysis of the workwear industry, Frost & Sullivan recognises Mascot International A/S as the recipient of the 2015 European Competitive Strategy Innovation and Leadership Award. Mascot's customer centricity has enabled it to innovate and grow, even in the mature European workwear market. A case in point is its recently launched eCommerce programme, the MASCOT® E-partner. This programme serves workwear end users as well as the distributors in the value chain.
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"Essentially, the E-partner programme creates a personalized eCommerce platform for its distributors and extends eCommerce access to smaller companies that either do not have a platform or want a more advanced, user friendly platform," said Frost & Sullivan Senior Research Analyst Aparna Balasubramanian. "The Web shop is customized to each distributor and allows the use of brand logos and contact details on the home page. In addition to gaining access to the entire Mascot product range, the main benefit for distributors is that for a small fee, they can upload other products from the catalogue."
Distributors are not expected to keep products in stock. Once orders are placed online, the products are shipped from Mascot's warehouse directly to the end user or to a distributor's location for pickup, eliminating the hassle of material handling and shipping for distributors. Additionally, the E-partner program provides access to the entire Mascot range of products on distributor Web shops, which is challenging in a traditional distribution setup. Mascot handles the marketing and search engine optimization initiatives for the Web shop, which are crucial exercises and expenses for distributors.
The E-partner programme has a host of benefits for end users. Apart from being a one-stop shop for workwear, the programme provides customers with multiple payment options such as transactions through credit cards, payments through pre-existing distributor accounts, and online payment and pickup of products from the distributor's site. Moreover, the programme allows customers to design and position their logos and brand names digitally on the workwear, lowering the room for error.
"Apart from bringing out novel service propositions, Mascot excels in product innovations. In the past few years, Mascot has launched many new products such as an extremely durable, colour-stable fabric with polyester on the outside and soft cotton on the inside," noted Aparna. "It offers a user friendly flexible sizing system for leg lengths; hybrid mixes of fabrics, depending on the part of the product exposed to the wearer's skin; and magnets in trouser pockets for easier opening and closing. The company keeps pace with fabric trends and incorporates novel fabrics such as Cordura® and PrimaLoft® for superior product performance."
MASCOT® E-partner is the company's second venture in the service space, after the success of the Mascot® SmartStore venture. Mascot® SmartStore is a free Web-based workwear management and ordering solution that presents mid- and large-sized customers with an efficient method to manage their workwear purchases. The solution remembers each user's preferred size so workers can choose their own workwear from a limited selection, within a pre-allocated budget. In addition to providing budget overview and control, the solution helps customers standardize workwear across all locations.
The Denmark-based company is one of the top competitors in the European workwear market and is ranked third in the Scandinavian market. Mascot has a pan-European presence, serving the key workwear markets of Germany, the United Kingdom and Ireland, Scandinavia, the Alpine region, and Benelux and exports its products to other parts of the world.
For Mascot's ingenious, one-of-a kind eCommerce strategy that benefits and earns the loyalty of distributors and customers alike, Frost &Sullivan is pleased to present Mascot International A/S with the 2015 European Competitive Strategy Innovation and Leadership award.
Each year, Frost & Sullivan presents this award to the company that has leveraged competitive intelligence to execute successfully a competitive strategy that results in a stronger market share, competitive brand positioning, and customer satisfaction.
Frost & Sullivan Best Practices awards recognize companies in a variety of regional and global markets for demonstrating outstanding achievement and superior performance in areas such as leadership, technological innovation, customer service, and strategic product development. Industry analysts compare market participants and measure performance through in-depth interviews, analysis, and extensive secondary research to identify best practices in the industry.
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