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Groupe SEB’s business strategy is based on a simple principle: to make sure that consumers get what they want,
whether in bricks-and-mortar stores or online. This online presence rounds out the offering available to consumers,
whose expectations of digital experiences and the Group’s brand relationships have evolved. Online sales, which help
to grow sales globally, have continued to increase, reaching 40% of overall sales in 2022. This was achieved in the main
by scaling-up the Direct-to-Consumer (D2C) strategy. For Groupe SEB this is directed through three main channels:
own-brand websites, marketplaces and social media, especially live shopping.
A ROBUST MULTICHANNEL
DISTRIBUTION STRATEGY
A BRAND, A WEBSITE... OR ALMOST!
While own-brand websites already offer con-
sumers an immersive experience, they now
also provide a unique customer pathway.
Groupe SEB has rolled out this distribution
channel (which has recorded 35% growth)
extensively over the last three years, mainly
in Europe and across the Atlantic. The Group
has invested significantly to develop sales on
own-brand websites, with 18 new “brand.com”
websites going live in 2022.
To take things to the next level, Groupe SEB
has expanded its model by introducing a
“shop-in-shop” on certain websites, so
that the website’s offering is supplemented
with products from another of the Group’s
brands; this improves the customer expe-
rience by rolling out brand universes and
enhancing the value proposition. France got
the ball rolling with the Seb brand, which
can be discovered on tefal.fr, and Calor on
rowenta.fr. Further implementations will be
launched in 2023.
A Story About Excellence