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MARKETPLACES,
A SPRINGBOARD FOR DIRECT SALES
Marketplaces distribute several catego-
ries of product from various vendors and
brands through an online retail platform.
Groupe SEB collaborates with various
platforms in different parts of the world,
and sells all its brands in this way: eBay
and Rakuten in Europe, Tmall in China,
Shopee and Lazada in South-East Asia, and
MercadoLibre in South America.
In order to develop sales, Groupe SEB plac-
es the emphasis on an enhanced customer
experience, particularly in terms of content.
This helps the consumer to understand
what they are buying and related benefits
through photos, video demonstrations and
detailed descriptions on all online points
of sale.
This online presence in different channels
has strongly contributed to sales growth
over the last two years.
TURNING TO SOCIAL MEDIA
Initially popular in Asia, sales on social
media, known as “social commerce”,
are rapidly growing worldwide. In China,
Groupe SEB has ridden the wave of Douyin,
the Chinese version of TikTok, accounting
for 15% of Chinese e-commerce in 2022.
Influencers promote Supor products on the
platform.
Groupe SEB has even redesigned the mod-
el, insourcing live shopping by building a
“content factory” and collaborating with
numerous micro-influencers. As a result,
Supor has become the platform’s leading
brand of Small Domestic Appliances and
cookware!
DEVELOPING
THE CUSTOMER
EXPERIENCE
WITH MOBILE
APPLICATIONS
With Seb, Tefal, Rowenta, Krups, Arno,
OBH Nordica and in 2022, WMF and
All-Clad, brand applications are being
reinvented to switch from one app per
product to one app per brand. This
involves condensing 67 local product
apps into 38 brand apps in 30 markets.
The apps might be changing, but the
services remain the same! Several
months after their launch, 80% of users
have migrated and the applications
have gained a score over 45
The right product with the right con
tents at the right price available for sale
and promoted at the right time through
the right advertising channel this is what
crossfunctional collaboration by Groupe
SEBs teams is all about when it comes to
facing the challenges of ecommerce This
consistency is the basis for the Groups
business excellence
Groupe SEB is gearing up on a large scale
for continued growth in the various distri
bution channels the major ecommerce
platforms the ecommerce websites of
major retail distributors and its ownbrand
websites Behind the sales and marketing
teams working to develop the Groups online
success stand for example the financial
teams who provide flexibility for payment
methods according to local practices cash
on delivery the customer service teams
who assist with sales the IT teams who re
duce the time it takes for pages to load etc
BUSINESS EXCELLENCE AT THE HEART OF THE GROUPS STRATEGY