Groupe SEB extends its UGC strategy to all its brands

The world leader in the small household appliances market, the SEB group now owns around forty brands present in more than 150 countries, such as Tefal, Rowenta, Moulinex, Calor and Krups. Its mission is to facilitate and beautify the daily lives of consumers and contribute to a better life, everywhere in the world.

• Increase traffic and conversion on its sites
• Leverage brand ambassadors and the power of referral
• Harnessing the power of UGC on more than 40 websites worldwide

Moulinex, Tefal, Rowenta, Krups: the brands of the Seb group have a global resonance thanks to their reputation for quality and efficiency. To perpetuate this reputation and proudly display it on its digital channels, the group has chosen to harness the power of user-generated content (UGC).

The group wanted to offer a more dynamic and engaging shopping experience on its e-commerce sites, and it is with this in mind that the Moulinex brands, then Tefal, Krups and Rowenta, opted for an innovative approach using consumer-generated videos. These videos are practical and authentic demonstrations, which show the product in real conditions of use (recipe making for example). The goal: to comfort customers in their choice and allow them to compare the different products in the range!

To complete this initiative, the group also wanted to use product reviews and ratings. The company chose Skeepers Verified Reviews to collect and distribute authentic reviews across its various digital channels.

With the increasing volume of these different UGC formats, it became important to streamline the collection and distribution to the group’s many websites. Skeepers came up with a solution to automate this process.

• Collect verified reviews and automatically publish them across different channels to optimize visibility and SEO
• Facilitate the creation of customer videos and use Gifted Reviews during product launches
• Roll out UGC to all brands in all countries with syndication

For video management, Groupe SEB’s brands rely on the Consumer Videos solution to recruit customer ambassadors. They send them precise briefs on how to carry out their testimonial, then collect and distribute these videos on different platforms: YouTube, the customer newsletter, social networks, a dedicated page on the brand’s website, and of course the product pages. This global strategy aims to highlight the authenticity, versatility and relevance of Groupe SEB’s products in the daily lives of its consumers.

For the management of customer ratings and reviews, Verified Reviews was also chosen for its ability to automate the process while ensuring the quality and authenticity of the reviews. An email is automatically sent to the customer 15 days after the purchase, with a reminder 10 days later. The NPS score is used to measure overall satisfaction with the brand and the CSAT score is used to measure satisfaction specific to each product. The overall rating is displayed very clearly on the websites, thanks to a widget that retrieves it automatically. It is also visible on search engines (Google Shopping, Rich Snippet). Gifted Reviews further increase the number of ratings and reviews collected, especially for products that have just been launched.

To optimize the distribution of ratings and reviews on all the group’s international sites, the Skeepers Syndication extension automatically translates reviews and sends them to the product sheets on the 40 or so sites of the Moulinex, Tefal, Krups and Rowenta brands around the world. Syndication is also envisaged to disseminate reviews on distributor sites (FNAC Darty, Boulanger, Carrefour, etc.) which represent the vast majority of the group’s sales.

The Skeepers platform makes it possible to monitor all these flows and to meet the challenges of creating UGC: developing a community of ambassadors who create consistent and quality content, and activating this UGC to increase traffic and conversion.

• Production of a large number of high-quality and authentic UGC in a short time
• Increased product visibility on search engines
• Increased time spent on product pages and conversion rate

Product reviews enrich product pages and provide the social proof necessary for sales. The combination of customer reviews combined with consumer videos significantly boosts conversion. A product with a review obtains a conversion rate higher than 66% compared to a product without a review.

The use of UGC, and especially reviews, also has a very positive impact on the visibility of Groupe SEB’s products on search engines, and therefore on the traffic to its sites. Finally, thanks to Gifted Reviews, brands compensate for the lack of reviews during product launches. Test customers allow them to obtain reviews before launch to enrich the product pages at the time of promotion.

The campaigns carried out by the group’s brands have also made it possible to increase the average ratings of the brands. Today, Moulinex and Rowenta have an excellent overall score of 8.9/10. It is 8.8 for Tefal and an impressive 9.2 for Krups!

At Moulinex, Julie Michaud appreciates the support of the Skeepers experts: “This has allowed us to obtain very positive results. We are pursuing this project because we believe in its effectiveness.”

Another notable advantage is the ease of distribution of UGC, thanks to the syndication module, which saves time and ensures data quality.