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    How Carrefour and SEB Enriched Their Ecommerce Product Pages To Increase Black Friday Conversions

    The global retail brand created enriched content experiences to support SEB conversion on the digital shelf.

    HubSpot Video

    About Carrefour

    For decades, Carrefour has been a pioneer of large-scale retail, beginning with the opening of France’s first hypermarket in 1960. Today, it’s the eighth-largest retailer in the world by revenue, operating about 14,000 stores in more than 30 countries.

    A major factor in Carrefour’s long-term success has been its willingness to grow and adapt as the market evolves. Today, that means adapting to an omnichannel landscape dependent on optimized ecommerce product pages.

    Carrefour’s previous ecommerce site was primarily focused on click-and-collect grocery shopping. Other types of products listed there — such as appliances — lacked detailed product information, descriptions, and images.

    The team at Carrefour knew that making all its ranges visible on its site meant enriching product pages. To make Black Friday 2021 a success, Carrefour began enhancing the quality and accuracy of its SEB ecommerce product page content.

    “The product pages for our non-food ranges must highlight product strengths and uses. The demand for enrichment is higher on the digital shelf than in stores, where a salesperson can answer different questions.”

    David Devalois, Head of Enrichment/Merchandising and Searchandising, Carrefour

    Eliminating Manual Data Entry

    Each piece of product information was originally entered via Excel or PDF files. Deploying Salsify put an end to those time-consuming manual processes.

    Now, Salsify automatically collects published SEB data and syndicates that information on its ecommerce site. This has drastically cut down on the time it takes to populate product pages — making it easier for the SEB team to publish rich, accurate content.

    Ensuring Rich Content Accuracy

    Carrefour has also adopted Salsify Commerce Experience Management (CommerceXM) Connector to manage product marketing content. Content — such as images, descriptions, titles, and more — is handled in a centralized, streamlined location.

    With the help of Salsify, the SEB team can automatically update product pages every time there’s an update or modification. As the team changes details, releases new products, or discontinues old products, they can ensure product pages remain up-to-date and accurate.

    “SEB product pages have already been completed, so we are essentially only doing validation work … It’s much quicker to verify information than to enter it manually, and our teams can focus on more qualitative tasks [and] work on strengths.”

    — David Devalois, Head of Enrichment/Merchandising and Searchandising, Carrefour

    Page Creation in Minutes, Not Days

    Where creating a new product page used to take several days, it’s now a matter of mere minutes. Employees only need to verify information — not enter it manually — which frees up their time for more valuable tasks.

    With more time available to them, Carrefour and SEB teams can work on reactivating content, reducing errors, and creating multiple forms of enhanced content.

    Customer-Centric Ecommerce Product Pages

    Carrefour and SEB teams now produce product pages with customer needs in mind. Each page contains rich content that helps shoppers understand how the product would benefit them in their everyday lives.

    The benefits of this improved content aren’t limited to online information. They also power omnichannel experiences — letting salespeople access content on their tablets and share important details with in-store shoppers.

    “The challenge is to offer content that speaks for itself and is completely accurate. A good product page is — above all — a page that speaks to the consumer and shows the benefit of the product on a daily basis.”

    — Victoire Fornas, French E-Retail Content Specialist, Groupe SEB

    “The product pages for our non-food ranges must highlight product strengths and uses. The demand for enrichment is higher on the digital shelf than in stores, where a salesperson can answer different questions.”

    David Devalois, Head of Enrichment/Merchandising and Searchandising, Carrefour

    “SEB product pages have already been completed, so we are essentially only doing validation work … It’s much quicker to verify information than to enter it manually, and our teams can focus on more qualitative tasks [and] work on strengths.”

    — David Devalois, Head of Enrichment/Merchandising and Searchandising, Carrefour

    “The challenge is to offer content that speaks for itself and is completely accurate. A good product page is — above all — a page that speaks to the consumer and shows the benefit of the product on a daily basis.”

    — Victoire Fornas, French E-Retail Content Specialist, Groupe SEB

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