Conforama is strengthening its omnichannel strategy with Marketplace by Confo
"Conforama wishes to provide their customers with the latest new products and trends upon their release. To keep this promise with a higher number of customers, we want to provide a complete multi-style offer featuring interior and exterior design products. With Marketplace by Confo, we are now able to offer comprehensive ranges of products online at competitive prices."
Stanislas Conseiller, the Development and New Business Manager
As the number 2 in Europe for the sales of furniture, Conforama is positioned as a discounter which specializes in home equipment and additionally offers a wide range of products with an excellent quality to price ratio. Conforama achieves 8% of its turnover through its e-commerce website and aims to become the omnichannel leader in its sector.
- 288 stores in 8 countries
- 14,000 employees
- € 5 billion turnover
- 5 m views per month
- 50,000 product references in its catalog
- 8% of the total turnover achieved online
New categories
catalog by the end of 2017
new references upon launch
Marketplace project
Context and objectives
Conforama wanted to launch one of the first marketplaces in the world of home equipment in order to increase the satisfaction of its customers by offering products which were not previously in the catalog and therefore improve the conversion rate on the website.
The establishment of the Marketplace by Confo also allows them to quickly test new products and new categories thanks to the automatic integration of catalogs. Conforama can, therefore, offer its customers the latest new products and trends, and check their appetence for these new products.
Creation by the Mirakl teams
Conforama chose Mirakl to ensure the success of the project within a limited period of time. The Customer Success team used its thorough knowledge of the market to advise the company on technical aspects as well as on commercial strategy. The project includes:
- The full features of the Mirakl Marketplace Platform© module
- Vendor recruitment and management with the Mirakl Seller Portal© module
- The centralized management of the catalog with Mirakl Catalog Integration©
Marketplace results
Conforama has quadrupled its catalog in a few months and wants to reach 200,000 product references by the end of 2017. A dozen new categories have been added to the catalog as well as new top-of-the-range brands. The integration of the marketplace has also allowed for the launch of new services that would not have been possible without the use of third-party products and which enable the building of customer loyalty by offering a broader offer.
