How did Barbie increase 7 point share on the digital shelf?

How did Barbie increase 7 point share on the digital shelf?

Did you know Barbie is the most diverse fashion doll on the market?

Thanks to the Barbie Movie, which delivers bold messages of "You can be anything," we were inspired to empower each other as women. And, as you guessed, also inspired to conduct this #Datadot x #Barbie analysis! ?

The groundbreaking Barbie Movie has sent shockwaves through the marketing world. But what about the impact on digital shelves? #Datadot examined Barbie's digital shelf presence on Amazon, Hepsiburada, and Trendyol in the categories of toys, toy dolls, and girls' toys. To analyze the shift, we compared two periods: 14-21 July vs. 21-28 July, before and after the release of the Barbie movie.

So, welcome to Barbie Land! With Barbie, You can be anything! We’ve chosen to be e-commerce expert Barbies and e-commerce expert Kens. ?????

Let’s start with the basics, shall we?

• Amazon ? New buzzwords on the shelf this season:  “bükülebilen, büyük, esnek, ekstra, kızlar”. The word "extra" makes its debut in the Barbie Extra series. We're seeing more sets flying off the shelves! 

? Fun Barbie Fact: Barbie Extra series allows girls to express themselves uniquely through fashion and play with fun and creative games with dolls that have bendable joints. 

• Trendyol ?✨ New trending words at Trendyol: "eşofman, sütyen, oyun, ekstra, çiçek, bebek, beyaz, brode”. Textiles like underwear, tracksuits, and bras are in the spotlight. Apart from toys, we see a high share in the textile category. ?

Hepsiburada ?? Hepsiburada owns words like "hayvan, Barbie extra, movie". Hepsiburada is playing it smart by adding "Movie" to the product names featured in films, giving the products a popular touch. ?

TRENDYOL - Barbie Digital Shelf Key Highlights

? The average price of Trendyol Barbie's digital shelf products went from 131 TL to 181 TL after the movie. ? And guess what? The average rating score improved too, from 3.5 to a solid 4.0 stars! ⭐

? Curious about the reviews? The average number of reviews for the products on the digital shelf increased from 261 to 407 after the movie's release! Talk about impressing the customers! 

? The product share below 120 TL increased from 29% to 45%. On top of that, the price range expanded to 960 TL, almost doubling in size! ?

? But it's not just about prices, it's also about diversity. Previously, the shelf introduced up to 90 different products in a single day. Although the maximum decreased to 72 products in one day, the trend of product diversity remains strong! 

?Trendyol Barbie's digital shelf offers a wide variety of products, from clothing items to accessories like phone cases or lighters. Before the movie's release, only 29% of the products were toys, while the rest showcased an array of options like! ?But after the movie, the percentage of toy products increased to 33%, creating even more fun for all the Barbie enthusiasts out there! ?

What are the top 3 products on Page 1 of Trendyol?

Following the movie release, let’s look at the digital shelf on 21-28 July. 

• The product that ranks first on the digital shelf is ALİKA Kadın Siyah Barbie Baskı Şort Takım, with an average price of 149 TL.

• The product that ranks second on the digital shelf is Duftpalm Barbi Pembe Tasarımlı Havalı Aşko Kuşko Dekoratif Araç Kokusu Ve Aksesuarı with an average price of 18 TL. 

• Following this product, in third place, is Arinda Barbie Çiçek Brode Sütyen Takım Pudra Pembe, with an average price of 242 TL.

Imagine the heartbreak when we couldn't spot the legendary "I am Kenough." hoodie on the digital shelf... Waiting eagerly for it to make its grand entrance! ??

HEPSİBURADA - Barbie Digital Shelf Key Highlights  

? The average price of products in Hepsiburada Barbie's digital shelf increased from 1468 ₺ to 1607₺. However, the average rating score of the products decreased from 4.8 to 4.7.

? In terms of the price range, 83.3% of the products on the digital shelf between July 14th and 21st fall between 0-1600₺. Additionally, products with a price range of 19600 TL - 20000 TL that were previously unavailable were put on sale between July 21st and 28th.

? In contrast to the top-ranked product that had a 67% sponsored investment in the previous period, the second and third place products did not receive sponsored investments. The top three products on the digital shelf between July 21st and 28th did not have sponsored investments.

? Interestingly, while 100% of the products on Hepsiburada Barbie's digital shelf are toys, the situation is quite different on Trendyol.

? The shelf received the most 35 different products in one day, compared to the following week when it received the most 32 different products.

What are the top 3 products on Page 1 of Hepsiburada?

Following the movie release, let’s look at the digital shelf on 21-28 July. 

? The product that ranks first on the digital shelf is Barbie 'nin Rüya Evi (115 Cm) with an average price of 5339₺. However, throughout the period, the product has failed to gain any new evaluations.

? Fun Barbie fact: Did you know that a Barbie Dreamhouse is sold every two minutes and was first introduced in 1962? ?

? Following this product, the Barbie Club Chelsea Karavanı Oyun Seti, Chelsea'nin Yavru Köpeği ve Aksesuarlar, ranks second on the digital shelf, with an average price of 563₺.

? Barbie Sonsuz Hareket Bebeği takes the third spot on the digital shelf, with an average price of 251₺. It comes with a Purple Sport Outfit and features Blonde, Long Hair. ?

AMAZON - Barbie Digital Shelf Key Highlights 

?In Amazon Barbie's digital shelf, the average price of the products drops from 15,659 TL to 671 TL in the next period. 

⭐ ️The average rating score of the products increases from 3.7 to 4.7. 

?The average number of reviews for the products on the digital shelf is currently 346, but it increases to 8,915 in this period. What a #DotInsight! 

?Amazon had higher average prices previously, primarily because it offered expensive electronics like Televisions and Sound Systems. However, the average price decreased dramatically in this period as those expensive electronic products were removed from the digital shelf.

? Barbie toys, which make up 75% of the digital shelf, have an average price of 756 TL. After the release of the movie Barbie toys reach 100% share! ?

?In the previous period, none of the products on the digital shelf received any sponsored investment, but in this period, we see that 34.78% of the products are sponsored. 

? When we examine the product variety trend in the Barbie digital shelf between July 21-28, we can see that up to 39 different products are added to the shelf in a single day. 

What are the top 3 products on Page 1 of Amazon?

Following the movie release, let’s look at the digital shelf on 21-28 July.

? The top-ranking product on the digital shelf is the Barbie'nin Rüya Evi (115 cm). ?? It's loaded with over 75 accessories, has 3 floors, and is perfect for girls aged 3-7! ?

?✈️On the other hand, the second-ranking product is the Barbie Seyahatte Bebeği ve Aksesuarları, priced at an average of 324 TL. 

?Following this, the Barbie Malibu Bebeği (30 cm, Sarışın) has made its way onto the digital shelf at an average price of 148 TL. ✨?

Barbie's digital shelf domination - unraveled! Let's dive into the numbers ?:

- On Trendyol's "Oyuncak Bebek" shelf, Barbie's share increased from 12.5% to a staggering 29.1%!

- And get this, on the "Kız Çocuk Oyuncak" digital shelf, Barbie's presence grew from a humble 0% to a noteworthy 4.1%.

- Wait, there's more! Over at Hepsiburada, Barbie flexed her influence in the "Kız Çocuk Oyuncak" category, boosting her digital shelf share from 58.3% to an impressive 62.4% ?.

- Even on Amazon's "Oyuncak Bebek" shelf, Barbie made her mark, increasing her share from 12.5% to a solid 16.67%.

How did Barbie perform on the product titles?

For Hepsiburada, Amazon, Hepsiburada the word clouds of product titles revealed that the most popular words are: Barbie bebek , yaş, oyun, aksesuar, set.

• Hepsiburada - Bebek, Yaş, Oyun. 

• Trendyol - Barbie, Baskılı, Seti

• Amazon - Yaş, Sarışın, 3-7 Yaş 
  
  

That's it from #Datadot. See you in next #DotInsights!

...and also, remember: ??