Groupe SEB France Saved Time, Increased Productivity With Automated eCommerce Market Intelligence
If you’ve ever spent time in a kitchen, odds are you’ve used one of the brands under the Groupe SEB umbrella. The consortium specializes in small household appliances, and brands include All-Clad, Tefal, Krups, Moulinex, and many others.
The Écully, France-headquartered company builds relationships with retailers around the world, while the Groupe SEB France (GSF) division focuses on the French market. Retailers there include Amazon, Cdiscount, Boulanger, Darty, and Maxicoffee. Groupe SEB has to monitor the eCommerce market in order to best serve its retail partners and their customers.
As a result, GSF quickly learned that the online space requires high-quality data, timely competitive intelligence, and responsive and easy-to-use technology to manage product positioning across retailers.
Of course, this is easier said than done, which created a challenge for GSF that needed to be solved in order to maintain its advantage as a global leader.
As the team responsible for growing Groupe SEB’s business in France, GSF’s main challenge was to understand the online market in that region. Specifically, they had to track the evolution of sales prices, other brands’ promotional activity, and general competitive intelligence, as explained by Jules Marquis, eCommerce Data Analyst at Groupe SEB France.
For Marquis and his colleagues, the fast-paced eCommerce environment and quickly evolving trends made it even harder to get accurate data—sales prices change by the minute, new players enter the space every day, and any business must be able to adapt in order to succeed.
Furthermore, GSF had no tools to get market intelligence, pricing data, or other information. They couldn’t know the true purchase price of their products and had other blind spots in the market. Before working with Wiser Solutions, Marquis’ team gathered competitive intelligence manually. This meant the data was unclean, time-consuming to capture, and couldn’t cover the full scope of their product suite.
What could Marquis and Groupe SEB France do to solve these challenges? There had to be a better way. The answer came in the form of WorkIT Software, now Wiser Solutions.
Marquis realized that Wiser’s eCommerce analytics tool could monitor online prices at scale, gather data on significantly more brands than possible manually, and be simple and easy-to-use.
“Wiser’s interface is simple and allows all users, without being data specialists, to navigate, create favorites, and quickly collect a large quantity of information,” Marquis added.
He went on to explain that his coworkers could perform ad hoc analyses with the Wiser platform whenever there was a special retail event or promotional period. He also uses the tool to track historical prices, visualize trends, understand markets, and follow along with shopper behavior.
"We started with very little and now have thousands of pieces of information within our reach. It's an undeniable gain of time and productivity for our teams."
eCommerce Data Analyst
What does all this mean for Groupe SEB France and Jules Marquis? Fortunately, after integrating Wiser Solutions into their workflow, the company was able to overcome their previous challenges and replace their manual processes with an automated solution.
For starters, they can now measure the impact product pricing has on the success of GSF.
“We started with very little and now have thousands of pieces of information within our reach,” exclaimed Marquis. “It’s an undeniable gain of time and productivity for our teams.”
He also explained that GSF now has better knowledge of its market. Plus, they’ve built more independent teams with members that can log into the Wiser platform to extract value, regardless of their specific job title. Perhaps best of all, they have the data they need to support decision-making.
What part of the Wiser tool do they use the most? According to Marquis, his team frequently looks at the price matrices and historical price trends.
“The former allows us to monitor price tracking on a daily basis or to keep an active competition intelligence,” he added. “The latter is used to build solid product databases or to enhance the evaluation of our resale.”
All in all, Groupe SEB France has a tool and a partner in Wiser that helps them meet their needs, plan for the future, and get market intelligence at a scale not previously possible. Working with Wiser, GSF has a flexible, easy-to-use tool that not only helps Marquis and his team but also makes sure that their retail partners have the best products, prices, promotions, and strategies to sell.
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