How Brandt Anticipates Market Changes, Strengthens Negotiations, and Accelerates Strategic Decisions with Wiser

Background

Brandt, an iconic household appliance brand, has been present in the market for several decades, offering a wide range of cooking, washing, and refrigeration products. In an increasingly competitive environment, Anthony Heredia, Marketing Director for France, focuses his efforts on product lines, marketing operations, and product positioning relative to the market.

In this case study, he explains how Wiser has played a critical role in Brandt’s strategic decision-making in the face of challenges such as rapidly evolving distribution channels, the growth of private label brands, and the rising importance of the Direct-to-Consumer (D2C) model.

Challenges Faced by Brandt

• Continuously improving product performance based on customer feedback: Brandt aimed to quickly and accurately identify areas for improvement using consumer reviews. The key challenge was effectively turning this feedback into concrete actions to maintain a competitive offering and meet demanding market expectations.
• Dealing with the rise of private label brands: In some product segments, private label brands account for up to 55% of the market, especially in refrigeration. This reduces shelf space for traditional national brands. To address this, Brandt needed to identify new opportunities and strengthen its positioning to ensure optimal visibility for its own innovations and product lines.
• Adapting strategy to evolving distribution channels: The reduction of physical shelf space in traditional retail and the rapid rise of marketplaces required Brandt to revisit its distribution strategies and capitalize on opportunities across different platforms. This demanded better visibility into market trends and competitive activity.

Wiser's Solution

Wiser became a true strategic partner for Brandt:

Competitive analysis and product positioning
Brandt’s teams use Wiser to accurately map product assortments across their retail partners. This allows them to quickly spot anomalies, optimize premium positioning, and make precise recommendations.

With this data, Brandt continuously refines its product strategy based on observed market performance and internal results. “This tool is just fantastic. I use it today to recommend either product improvements or substitutions,” says Anthony Heredia.

Proactive management of customer reviews
Each week, Brandt analyzes consumer reviews collected via Wiser, enabling quality and product development teams to respond quickly to negative feedback. These reviews are systematically escalated so that immediate corrective actions can be taken, such as adjusting user manuals or product support materials.

Positive feedback is also highlighted internally and externally, reinforcing brand image and consumer trust. “We analyze reviews in detail to act quickly. It’s a valuable source of continuous improvement,” adds Heredia.

Product listing optimization
Brandt leverages Wiser to support discussions during annual negotiations with retailers. Access to objective data allows Brandt to clearly demonstrate its market position and justify listing requests.

This approach facilitates communication with retailers and enables more strategic planning of product lines. “With Wiser, we come to negotiations with precise, factual data, making our exchanges with retailers much more constructive,” Heredia explains.

“This tool gives us precise, factual answers to move concretely toward our goals. It’s now a key element of our product strategy.”

Anthony Heredia

Marketing Director

Results

• Strategic product listings secured: Using Wiser data, Brandt significantly optimized the relaunch of the De Dietrich brand in 2024 by creating distinct product ranges instead of one single one. This strategic repositioning allowed Brandt to better meet diverse market needs and significantly improve visibility with both retailers and consumers.
• Improved decision-making: Wiser’s insights provide Brandt with a clear, detailed understanding of market dynamics. With access to objective, up-to-date data, teams can make fast, relevant, fact-based decisions rather than relying on assumptions.
• Stronger retailer negotiations: During annual negotiations, Wiser’s data enables Brandt to present objective, relevant arguments about its market share and product line performance. This transparency enhances the quality of discussions and increases the chances of securing strategic, long-term listings.
• Faster response to market trends: Thanks to a combination of internal analysis and Wiser data, Brandt can quickly identify shifts in consumer behavior and adjust product strategies accordingly. This keeps Brandt agile and aligned with changing market expectations, ensuring ongoing competitiveness.

Conclusion

Wiser has gone beyond its initial role as an operational tool to become an essential strategic partner for Brandt. As Anthony Heredia summarizes: “This tool gives us precise, factual answers to move concretely toward our goals. It’s now a key element of our product strategy.”

Thanks to its deep analytical use, Brandt has not only improved its product offering but also strengthened its relationships with retailers and stayed ahead of rapid market changes.