Market context
In a context where a large proportion of bicycle tires, mainly premium ones, are made online, the tire manufacturer Michelin takes things up a notch, in its eRetail strategy.
Michelin's goal
Set up the right eRetail KPIs and accelerate the digital roadmap.
Problematics of Michelin
Too much time spent looking for data vs analyzing and understanding it and therefore taking action.
Tedious reporting: data was pasted and managed in Excel.
Lack of time to monitor all of the eRetail levers
Datagram Solutions
Implementation of a platform which meets the highest eRetail analytics standards
Complete tracking of breaches, prices, ratings, and consumer reviews
Innovative approach which includes the entire category rather than a reference list
"Data is of very good quality, through the ability to match products manually and matching data between sites is complicated and requires human analysis."
"Moreover, several specific developments have been carried out for Michelin: customized scoring and dashboards, integration of our PIM, etc."
Cedric Couture, eRetail Manager 2 Roues, Michelin.
Benefits of the Datagram solution
+5% of sales directly related to the decrease in breaches on partner sites
Productivity and time savings for eRetail teams
Industrial relationship - distributor revitalized through the joint and factual action plans.
Client satisfaction
"We have increased our sales with Datagram, through continuous and shared measurement of the availability of our products. We chose Datagram for the ergonomics of the user interface, the customization of the tool and their customer-centric team."
Cedric Couture
eRetail Manager 2 Roues
Michelin
Advise from Cedric
"You might be overwhelmed by overflowing data in your eRetail analytics project, thus, try to focus on the few key metrics in your industry for eCommerce success"
About Michelin
The world's second-largest tire manufacturer, Michelin is recognized for the quality and diversification of its products. The products are made for all types of vehicles: automobiles, trucks, two-wheelers, airplanes, civil engineering and agricultural machinery. Among its many innovations, we can quote the demountable tire, the rail tire, the radial casing which equips all contemporary tires, the PAX System allowing running flat, the so-called “green” tire, which reduces fuel consumption; fuel by lower rolling resistance, and since 2015, the multi-purpose summer/winter tire