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• Hagen Group USA Case Study

Company

Rolf C. Hagen is a leading innovator in the pet care industry, dedicated to enhancing the lives of pets and their owners. From premium nutrition and interactive toys to habitat solutions and health products, the company offers a diverse range of high-quality, thoughtfully designed pet care essentials. Rolf C. Hagen is committed to fostering a deeper bond between people and their pets, delivering solutions that support the well-being and happiness of animals worldwide.  
 

Phase One: Established Objectives and Strategies

Hagen was looking to regain control of its MAP policy across all online channels for authorized sellers. At the same time, the company was seeking to reduce the number of unauthorized sellers. To accomplish this, MAPP Trap broke the company’s brands into separate, brand-specific accounts, then created the following strategies for each brand:  
 

 

Amazon 3P marketplace was created as a separate plan because there are some specific enforcement tactics that can be used on this platform that don’t apply elsewhere.  

 

MAP Enforcement Design

Authorized Seller Enforcement Design

Phase Two: Implementation and Compliance Management

After an initial email campaign announcing the launch of Hagen’s new MAP Policy and updated pricing, enforcement began in earnest. MAPP Trap had weekly meetings with Hafen to discuss progress and adjustments, if necessary. MAPP Trap continuously investigated sellers to find contact information, then added those sellers to plans to enforce against all merchants. Plan configuration included the gating of final MAP notices, and the client would direct MAPP Trap which sellers to send those final notices or which to reset.
 

MAP Enforcement

Prior to launching the MAP Enforcement program, MAPP Trap designed, implemented, and managed a MAP Policy launch campaign designed to send weekly notices to all sellers across all brands, regardless of product pricing. After thirty days, the MAP Policy Enforcement phase was launched.

Over the course of only 90 days (from 10/1/2024 – 12/31/2024) over 500 targeted emails were sent to over 100 online merchants across all domains. Hagen did not permit MAP violations even with the heavy-discounted holiday period.
 

MAPP Trap Services Used

   


























 

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A Word From The Client

"CEO Ron and the MAPP Trap team have been instrumental in Hagen Group USA getting MAP enforcement under control. With over 2,000 SKUs managed online, 150 products across five brands managed on MAP and over 350 sellers, their expertise and support across all our products, brands and platforms has been great. Due to limited internal resources and the capacity at which we need to enforce and monitor, we partnered with MAPP Trap to build out and use their white glove service. The formality of partnering with MAPP Trap to manage our MAP enforcement strategy has made our retailers and resellers take our policy seriously.

Working with MAPP Trap has helped us gain greater control over our products, who is selling them and for how much. Our goal has never been 100% compliance, but constant improvement, and we are more than satisfied with the progress we have seen with MAPP Trap. We have gone from 75% compliance pre-MAPP Trap partnership and enforcement rollout to well over 90% in the latest 30 days. As a result, we have been empowered to expand the scope of our policy in terms of products and sellers/merchants monitored.

Overall, MAPP Trap has been easy to work with, showing flexibility and promptness to our requests, including updates to our plan and customized reports. The team at MAPP Trap work with us daily and act as a part of our team, with very strong communication and care for our brands and company."

- Jenny Condon, SVP, Digital Commerce, Rolf C. Hagen USA Corp.

 

For more information about MAPP Trap or to inquire about its services visit www.mapptrap.com or email compliance@mapptrap.com