MEET THE PARTNERS | SINGULARU

From A Private Online Shop To A Platform Retailer

Born a digital brand, Singularu is no stranger to online retail — they have been selling stylish, affordable and high-quality jewellery to local Spanish customers both online and offline since 2014. But now, Singularu is taking their online store to whole new levels, expanding their customer reach by millions and boosting their monthly sales by 52.6%. How? By broadening their customer reach through joining the retail marketplace as a Zalando Connected Retail partner.

“We are still in the early stages, but have already managed to impact more than 4000 new customers with almost 6000 pieces of jewellery sold and we expect 2022 to continue that excellent trend,” says Fernando Peris Alcañiz, Singularu’s Head of Marketplace.

A Seamless & Successful Solution 

Joining Connected Retail simply suited the brand’s situation at the time. They were growing — with 20 physical stores across Spain, a busy online shop and new customers every day. It was time for Singularu to find a seamless way to expand their business without sacrificing the quality of their service. Fernando explains that “Connected Retail did not demand requirements from us that are mandatory with other programs, so we avoided time-consuming processes and we’re able to start selling from the very first minute.” Singularu has also seen an increase in items purchased per ticket, which is largely due to the ability to cross-sell, something that is not always possible to achieve as a private shop. In one week, they sold 449 items in 180 orders through their new digital solution.

While selling quality on-trend pieces is Singularu’s key to success, their real secret sauce is an even simpler approach to running a successful business: listening to the customer. “We take into account every single email, Facebook and Instagram message, and so on. Our store managers tell us what customers suggest. We analyse world-wide trends as well as our customers’ purchases and we adapt our new items to what we learn.” Pretty much, Singularu does what every consumer wishes every brand would do: listen and adapt accordingly.

Incremental Assortment Is Everything

Also adding to Singularu’s success is their decision to sort incrementally. “For us, incremental assortment means everything because we are our own brand and have to create our catalogue from scratch. This means that we can add to our catalog on a weekly basis.” To them, it’s simple: an increase in catalog means an increase in sales. And they keep a close eye on their measurements as well, holding daily morning meetings to review reports from Zalando and monthly meetings with account managers. “We consistently review the most  important KPI’s, such as monthly sales volume, percentages matched with Zalando, item cancellation rate and so on.” For Singularu, remaining agile, organized and communicative is top priority and they would recommend these strategies to any brand who wants to succeed.