Eltreco Case Study: Automating MAP Monitoring to Maintain Pricing Consistency Across Its Partner Network

For five years, Eltreco has relied on automated monitoring to track Minimum Advertised Price (MAP) compliance across its partner network. As the number of dealers grew, manual price checks became increasingly difficult to perform regularly, especially during peak sales periods when prices could change several times a day.

By automating this process with Priceva, Eltreco gained a more systematic way to identify pricing deviations, communicate with partners, analyze historical price changes, and maintain greater pricing consistency across its distribution network.

Eltreco is a manufacturer and retailer specializing in electric mobility products. The company began developing its own electric bicycles in 2010 with a range of just eight models. Today, its model range includes more than 150 models.

Eltreco's electric mobility portfolio covers three main areas:

• electric bicycles;
• batteries;
• passenger and cargo electric tricycles and warehouse equipment.

The company also offers related accessories and spare parts for bicycles and tricycles, as well as motors and conversion kits for turning conventional bicycles into electric bicycles.

Production is concentrated at high-tech manufacturing facilities in China. Eltreco equipment incorporates components from established international manufacturers, including Shimano, Zoom, Ebaos, KS, Throttle, RWD, VP, Kenda, and others.

Eltreco develops its B2C and B2B channels in parallel.

The company's retail business serves end customers directly through its own sales channels.

Eltreco products are also available through major online marketplaces, which have become an increasingly important sales channel for the company.

Eltreco has an established wholesale business supported by a continuously expanding dealer network.

Partners sell the company's products through both online and offline channels, including specialized electric mobility and bicycle stores as well as multibrand retailers.

In total, Eltreco works with approximately 150 partners, ranging from businesses purchasing products in large quantities to smaller dealers ordering only a few units at a time.

Eltreco has a clearly defined pricing policy that it expects its partners to follow.

The company wants to prevent significant price differences between sellers within its dealer network.

When one seller sharply reduces a price, it can trigger a domino effect. Other dealers may respond by lowering their own prices to remain competitive, potentially creating a broader downward pricing cycle.
These changes are not always intentional.

Many e-commerce companies use automated competitor monitoring connected to repricing systems. If such a system is configured to follow the lowest available price, one dealer's reduction can automatically influence the prices offered by others.

Regular MAP monitoring helps Eltreco identify these situations before they spread across the partner network.

Eltreco's pricing policy establishes clear requirements for recommended advertised prices across its partner network.

The company's preferred approach is preventive. Rather than immediately escalating a violation, Eltreco first informs the partner about the pricing deviation and gives them an opportunity to correct it.

For this reason, the company regularly monitors prices for key products across partner websites.

As Eltreco's partner network expanded, regular manual price monitoring became increasingly difficult.

The company needed to perform checks every day. Reviewing a substantial list of products across a large number of websites manually required significant employee time.

During peak season, prices sometimes needed to be checked several times per day.

Some partners could significantly reduce prices during evenings or weekends. After a partner was notified about a deviation, Eltreco also needed to check how quickly the price returned to the expected range.
As a result, occasional manual monitoring was no longer sufficient for the company's pricing control requirements.

When the partner network was smaller, Eltreco handled MAP monitoring internally.

By 2018, however, the dealer network had expanded significantly, and the company decided to automate the process.

Eltreco evaluated monitoring providers and selected Priceva based on the overall combination of capabilities offered by the service.

The partnership subsequently developed into a long-term collaboration, reaching approximately five years by the time of the original case study.

Eltreco's complete assortment, including spare parts and accessories, consists of several thousand SKUs. Finished products alone account for several hundred products.

Not every product requires regular monitoring.

The company monitors approximately 200 key SKUs that generate a significant share of its sales.

The monitored assortment primarily includes:

• electric bicycles;
• electric tricycles;
• batteries.

Price monitoring covers approximately 100 partner websites.
The monitored assortment is relatively stable. Products that temporarily become unavailable are not necessarily removed from monitoring immediately because partners may still have remaining inventory.

New products are generally added at the beginning of the season. Once they reach the partner network, Eltreco adds them to the monitoring system.

Eltreco implemented Priceva gradually.

The company initially added 30 of its most important products and then expanded the monitored assortment over time.

The system subsequently developed into a stable monitoring process.

Occasional issues can occur when partners change product URLs. Eltreco identifies these changes and works with the Priceva team to replace outdated links with current ones.

One of the company's main workflows is a daily Excel export used to review prices against its pricing policy.

Eltreco monitors deviations in both directions.

Prices significantly below the expected range can create price dumping. However, excessively high prices can also create problems.

Retailers with large assortments sometimes apply a general markup across an entire category or product line. This can result in individual SKUs being priced significantly above the level intended by the manufacturer.

A partner may also miss a promotion or planned price reduction.

Eltreco therefore uses monitoring not only to identify prices below MAP but also to identify situations where a partner's price may be unnecessarily high and could reduce the likelihood of a sale.

The exported report makes these deviations easier to identify visually.

Eltreco also uses Priceva dashboards.

Charts help the team quickly identify partners that repeatedly deviate from the company's pricing policy.

Historical price data is particularly useful when the company needs to understand how a specific retailer's prices have changed over time.

Because Priceva stores historical information, employees can review pricing dynamics instead of looking only at the latest observed price.

Eltreco has also configured email notifications for price changes.

These alerts are received not only by marketing employees but also by employees who work directly with partners in the wholesale business.

This helps the relevant teams stay informed about pricing changes and respond when action is required.

The Head of Marketing and PR oversees the company's use of Priceva.

Five employees from the marketing and wholesale sales teams have direct access to the Priceva account.

However, a much larger group uses the information generated by the service. This includes employees involved in pricing, partner management, customer monitoring, and broader market analysis.

Routine work in the platform generally takes from a few minutes to around 30 minutes when an employee simply needs to retrieve collected information and export a report.

Adding a new product or making changes can take around an hour.
Larger configuration changes naturally require more time.

This is significantly different from performing the underlying monitoring manually. Checking hundreds of products across around 100 partner websites would otherwise require hours of repetitive work.

Eltreco identifies three primary benefits:

• significant time savings;
• convenient monitoring and analytics tools;
• simple processing of exported information.

The company also highlights:

• high reliability of the collected data;
• an extensive historical dataset stored in the system.

Manual preparation of a comparable report would require several hours of continuous work. Repetitive monitoring also increases the likelihood of human error and would require additional time to convert raw observations into useful tables and charts.

Priceva automates much of this process and provides the information in several analytical formats.

One of the most important effects for Eltreco is closer and more consistent communication with its partners.

This becomes particularly valuable during peak season, when most pricing deviations occur.

When dealers understand that their advertised prices are systematically visible to the manufacturer, there is less opportunity to make temporary price changes that conflict with the company's pricing policy.

For Eltreco, automated monitoring therefore supports more than the detection of individual MAP violations. It provides a common source of pricing information that can be used in ongoing communication with the dealer network.

Eltreco's experience demonstrates why MAP monitoring becomes increasingly difficult to manage manually as a partner network grows.

With approximately 150 partners, around 200 key SKUs under regular monitoring, and close to 100 partner websites, daily manual checks would require substantial employee resources. During peak periods, when prices may need to be reviewed several times per day, the workload becomes even greater.

Priceva gives Eltreco a structured way to identify pricing deviations, review historical changes, distribute alerts to relevant employees, and communicate with partners using current pricing data. Instead of relying on occasional manual checks, the company has built MAP monitoring into its regular partner management process.

The result is greater visibility across the dealer network, less repetitive manual work, and a more systematic approach to maintaining pricing consistency across sales channels.

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