This document provides guidance on planning for promotional periods on a marketplace platform. It discusses the importance of preparation, outlines key elements of an effective preparation toolkit, and provides an example timeline. The preparation toolkit includes setting targets, internal alignment between retail and marketplace teams, developing seller strategy and engagement, driving quality, and reviewing deals. The goal is to help marketplace operators best plan promotional activities through a structured approach.

1. Confidential | © Mirakl 2022
Confidential | © Mirakl 2022
Planning for Promotional
Periods
Platform Pioneer Masterclass
July 21st, 4 pm CEST / 10 am EST

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Confidential | © Mirakl 2022
Agenda
1 Introductions
2 What’s at Stake and Why is this Important?
3 Preparation Toolkit
4 Mirakl Features
5 Timeline & Next Steps

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Confidential | © Mirakl 2022
Introductions
1

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Introductions
Caroline Sivignon
Director, Business Consulting
EMEA
Hillary Pederson
Senior Business Consultant, B2C
North America

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Confidential | © Mirakl 2022
What’s at Stake?
The importance of being prepared for Q4 and other promotional
periods
2

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35% of 2021 GMV 30% of 2021 GMV 29% of 2021 GMV 29% of 2021 GMV 29% of 2021 GMV
Decreasing profitability due
to increased usage of
consumer incentives
Mobile GMV accounted for
75% of total GMV in Q4
Globally, 130K+ sellers
surpassed $100K from
Black Friday to Christmas
Q4 is the largest sales period of the year generating up to 35% of
annual GMV
34% of Mirakl’s 2021 GMV occurred in Q4

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Confidential | © Mirakl 2022
Preparation Toolkit
Target Setting
Internal Alignment
Seller Strategy & Engagement
Quality Drive
Deal Reviews
3

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Cheat Sheet: How to Best Plan for Promotional Activities
Reinforce Account
Management
Improve Customer
Experience
Leverage Mirakl
Features
❏ Drive GMV by utilizing Temporary
Commission rates during the peak
periods
❏ Set business closing days and
ensure flexibility on Mirakl
Quality Control KPIs (Response
time, late shipment rate,
suspension rules)
❏ Allow sellers to schedule pricing
events with new Advanced
Pricing features
❏ Align internally & gain visibility
(on-site, SEO, SEM) for the
marketplace; script new
Marketing Campaigns
❏ “Walk the store” to ensure the
best customer experience in top
categories and top brands
❏ Communicate SLAs with sellers
and get ahead of quality issues
❏ Set GMV targets
❏ Communicate your promotional
plan to sellers at least 3 months
prior, negotiate deals and solidify
sellers’ stocks. Challenge sellers
to discount unsold inventory
❏ Negotiate the hottest deals
(prices/products); monitor
competitors & update the
promotional catalog or prices as
fast as possible

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Confidential | © Mirakl 2022
A structured Q4 approach to help guide you across different
elements of event planning
Objectives
Internal
Alignment
Seller Strategy & Engagement
Derive
Marketplace
objectives from
overall Q4 plan
and align on
required budget
to reach targets
Quality
Drive
Target Setting
Q4 Drive (2 months prior)
Deal
Reviews
Last 8 Weeks Prep
Event Prep
Intra-event
Steering
Post Mortem
BIG EVENTS
Align with
internal teams
on MP Q4
plans to clearly
set out
responsibilities
and rules of
engagement
between 1P vs
3P
Segment
sellers based
on key metrics
and develop an
Q4 engagement
plan for each
group
Share Q4 plans
with the sellers
and agree on
their
participation/c
ontribution to
the proposed
targets
Perform final
review of deals
committed by
sellers against
the Q4 plan
and re-engage
with sellers
where needed
to fill gaps
Event Prep & Execution will be covered during
Part 2 of this Masterclass in September
Review sellers'
operational
and functional
preparedness
for Q4 and
provide
feedback on
areas for
improvement
Q4 Planning (5-6 months prior)

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Confidential | © Mirakl 2022
Preparation Toolkit
Target Setting
3.1

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Current MP share
Set GMV target for the marketplace
By looking at the following data points…
Make sure GMV target is aligned with top management
Estimated growth rate in comparison
with last campaign
● Last 3 months % growth = 10%
● Past GMV campaign = 300K€
Past campaign 3P GMV
Past campaign retail GMV1
e.g How to calculate your next campaign target
300K€ x (1+10%) = 330K€
Plan your promotional campaign target based on historical
campaigns and growth rate
1
For newly launched MPs without LY data, use current MP share, campaign Retail GMV, and last 3 months data

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Set target for each category
Strategic core categories
for your marketplace
Seasonality
Past campaigns GMV &
GMV split by category
during last campaign
#1.
Check your current category
mix (and compare with YoY)
#2.
Define your target based on category
GMV uplift
Example:
By looking at the following data points…
Break down your campaign target per category

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LONG TAIL
SHORT
TAIL
# of SKUs
GMV/SKU
Short tail vs long tail concept Target setting methodology for short tail
#1 Define what short-tail means for you:
- TOP 200?
- TOP 500?
#2 Define deal classification & requirements:
OVERRIDE
• TOP 200 SKUs with
<15% discount
OR
• ▫ New product
with high sales
potential
HOT DEAL
• TOP 50-200 SKUs
• > 15% discount
• Committed stock >
Forecast items sold
KILLER DEAL
• TOP 50 SKUs
• > 15% discount
• Committed stock >
Forecast items sold
Example:
Take extra care of your short-tail representing 25-50% of your
GMV

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Confidential | © Mirakl 2022
Preparation Toolkit
Internal Alignment
3.2

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Share top MP categories, top products & trends
Strategize which products or sellers require more focus from which model
Identify missed opportunities from 1P
Align on visibility for MP and 1P
Incentivize retail team on marketplace GMV
Retail
Marketing
Marketplace
Collaboration with the retail team ensures the best customer
experience and successful GMV growth

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Participants &
Occurrence
Objectives
▪ Assess overall level of preparation
▪ Support with any blockers or reservations
▪ Marketplace sponsor
▪ Marketplace / retail team
▪ On a weekly basis + daily at week-1
▪ Should last for max. 1 hour
Discussion areas ▪ Share overall GMV and deal GMV for the account
▪ Present top categories, products and deals by event for their account
▪ Request submission of deals from them
▪ Highlight rewards and kick backs available to them
▪ Understand their concerns relating to capacity, logistics and MP workings
Plan dedicated regular check-ins to review Q4 preparation

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Inserts for marketplace products on-site: home page, flash sales, category pages,
cross-sell
Inserts for marketplace products on newsletters, google shopping, SEO
Access for seller shop-in-shops
Back-ups/plan Bs
Retail
Marketing
Marketplace
Website’s campaign mechanisms
Alignment with the marketing team ensures a cohesive
customer experience and marketplace visibility

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Preparation Toolkit
Seller Strategy & Engagement
3.3

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Example #1:
GMV-based clusters
Example #2:
Based on GMV and growth rate
Segment 1
High potential sellers
20% generating 80% of GMV
Segment 2
Medium sellers
50% generating 15% of GMV
Segment 3
Long tail sellers
30% generating 5% of GMV
High potential Long tail
Medium potential New (3-month)
Need several
months of activity
to accurately
segment the sellers.
Sellers who
strongly react to
marketing
operations.
Top sellers from
their first weeks of
activity.
Autonomous
sellers.
Sellers with flat
growth & poor
performance.
Good for long
tail.
Mirakl recommendation
Top seller
# sellers generating 80% of GMV
Medium seller
# sellers generating next 15% of GMV
Long tail
all remaining sellers
High potential (3 months initiative)
1. new sellers considered as top seller
who just finalised their onboarding
2. sleeping sellers considered as top
seller on other marketplaces
Adjust sellers included in this initiative every 3 months
depending on first results to reveal high potential
Seller Segmentation

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Engaging with Sellers is Key to Successful Q4 Event Planning
How to engage with your seller for Q4 planning? What should be covered in Q4 Townhall kick off?
● Organize town-hall style Q4 kick-off meeting to
share detail and create excitement amongst the
seller community
● Send regular emails to update on different Q4
events and how sellers can participate
● Have regular touch points with top sellers to
ensure they are up-to-date with latest Q4 plans
● Ambitions and overall targets for Q4
● Main events and focus themes for each events
(e.g. segment focus, category focus, age group
etc.)
● Opportunity for sellers to win new customers and
increase market share

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Visibility
Offer them to put some of their flagship products in front on the Marketplace to allow them to
have a good visibility
Competitiveness
Offer lower commissions on certain products or during certain periods (Sales, Black Friday...)
to improve the seller's competitiveness
Potential
Show them the potential GMV for them on your platform (previous years, targets…)
3 Keys to Negotiating Successful Deals with Sellers

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Collect deals from sellers Centralize deals into the deal tracker Assess deal quality & GMV forecast
Collect, Centralize & Assess Seller’s Deals
Send a standard template for deal
collection
Centralize deals in an efficient
deal tracker
Forecast GMV = campaign price * forecast
items sold
Forecast items sold = last month items sold
* uplift expected
Killer deals = Top 50 SKUs +
>15% discount + committed stocks

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Confidential | © Mirakl 2022
Preparation Toolkit
Quality Drive
3.4

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A timely executed Quality Drive ensures that sellers understand
key SLAs and can prepare for promotional events well in advance
Having clear and tight SLAs helps ensure that:
● Sellers have a good understanding of what is required of them
● Sellers maintain superior customer experience during busy periods
● Operator can avoid disruption from SLA breaches during key events

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Preparation Toolkit
Deal Reviews
3.5

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Participants
Occurrence
Objectives
▪ Assess overall level of preparation
▪ Align on visibility for MP deals
▪ Marketplace sponsor
▪ Marketplace & Retail team
▪ Marketing & Site team
▪ On a weekly basis + daily at week-1
▪ Should last for max. 1 hour
How to best prepare it
▪ 5 deals / account manager
▪ Product page check
▪ Quality control check
Plan a Dedicated Meeting to Review Deals & Site Experience

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4
How does this
translate in terms of
Mirakl features?

28. Relevant Mirakl Features to Enhance Q4 Strategy
Enhance quality and
seller experience
Avoid unprocessed orders and its
negative impacts
Drive GMV
Fine-tune commissions to animate sellers
Enhance customer
experience
Increase reaction times, simplify the journey
CLOSE STORE WHEN ORDERS ARE
AUTO REJECTED
QUALITY
ALERTS
COMMISSION RULES BY BRAND
COMMISSION RULES BY CHANNEL
COMMISSION RULES BY PRODUCT
COMMISSION RULES BY SELLER
COMMISSION RULES BY CONDITION
TEMPORARY COMMISSION RULES
BUSINESS CLOSING
DAYS & HOURS
EMAIL
ALIAS
ADVANCED
PRICING TOOL
CONNECT
FEATURES

29. ©2022 Mirakl, Inc.
About the feature
Integration Impact
Close Store Accounts When Orders are Auto-Rejected
Automatically close a shop if it has one
auto-rejected order. This option prevents your
customer from ordering from a seller who is
potentially unable to process orders and having a
poor customer experience. Sellers can open their
shops again when they are ready to process an
order again.
Read more
Operators who have activated this feature have seen
their incident rate decrease by 15% over 2 months

30. ©2022 Mirakl, Inc.
About the feature
Integration Impact
Mirakl Quality Control - Quality Alert Rules
Read more
As an operator, warn your sellers of their quality issues
thanks to MQC criteria. In order to avoid suspension,
warn them by applying stricter threshold for each
criterion: offer them the possibility to make up for
those issues.
- Mirakl will send sellers a notification and an email
giving the warning reasons, when the rule applies.
- It provides a bigger quality control and help sellers
improve
Operators who have activated this feature have incident
rates of up to 20% lower than others and close their
incidents faster (6 days 6h vs. 9 days and 1h)

31. ©2022 Mirakl, Inc.
About the feature
Integration Impact
Temporary Commissions Rules
The perfect feature for promotions!
In order to motivate your sellers to lower
their prices, you can set up commission
on a defined period-of-time. Thus,
generate competition, more interesting
offers and more traffic on your platform.

32. ©2022 Mirakl, Inc.
About the feature
Business Closing Days (V2)
Allows you (the operator) to add business hours
to business closing days configuration.
Currently, non-working days start at midnight
and last all day until midnight. Operator can
configure same start / end hours for all weekly
working days.
For instance, Monday to Friday from 8am to 6pm
>Week-end start on Friday 6pm until Monday
8am.
Integration Impact
Learn more
For the operator
Display accurate shipping
promises on your website &
improve your conversion rate
For the end-customer
Be evaluated based on working
days only
For the seller
Leverage all Mirakl Quality Control
criteria and scale account
management
(late shipment rate, response time, acceptance)

33. ©2022 Mirakl, Inc.
About the feature
Integration Impact
Advanced Pricing Features - Scheduled Pricing & Channel Pricing
Allow sellers to set up multiple prices in advance. An offer will
have a default price and may have several specific prices that
apply during different validity periods, with “down to the
minute” precision.
Scheduled pricing allows :
● To always deliver the right price to the right customer at the
right time.
● To increase your operational efficiency, by making it easier
for your marketplace sellers to plan and execute multiple
pricing schemes - a KEY during highly promotional periods!
● To support the complexity of differentiated pricing strategies.
Specific prices can also be defined at channel level.
Prioritization when multiple specific
prices apply to an offer
Learn more
Need activation with Mirakl Support

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Confidential | © Mirakl 2022
5
Preparation Timeline
& Check List

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Confidential | © Mirakl 2022
A structured Q4 approach to help guide you across different
elements of event planning
Objectives
Internal
Alignment
Seller Strategy & Engagement
Derive
Marketplace
objectives from
overall Q4 plan
and align on
required budget
to reach targets
Quality
Drive
Target Setting
Q4 Drive (2 months prior)
Deal
Reviews
Last 8 Weeks Prep
Event Prep
Intra-event
Steering
Post Mortem
BIG EVENTS
Align with
internal teams
on MP Q4
plans to clearly
set out
responsibilities
and rules of
engagement
between 1P vs
3P
Segment
sellers based
on key metrics
and develop an
Q4 engagement
plan for each
group
Share Q4 plans
with the sellers
and agree on
their
participation/c
ontribution to
the proposed
targets
Perform final
review of deals
committed by
sellers against
the Q4 plan
and re-engage
with sellers
where needed
to fill gaps
Event Prep & Execution will be covered during
Part 2 of this Masterclass in September
Review sellers'
operational
and functional
preparedness
for Q4 and
provide
feedback on
areas for
improvement
Q4 Planning (5-6 months prior)
Ask your Mirakl Business Consultant for our detailed Q4 Planning Checklist

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Confidential | © Mirakl 2022
Thank you.