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Webinar Netcomm: the experience of Leroy Merlin and Sentric in the transformation of product cards

Sentric
Webinar Netcomm: the experience of Leroy Merlin and Sentric in the transformation of product cards

Sentric and Leroy Merlin

On Thursday 23 May, during the free webinars “The AI for the Optimization of the Product Tabs in the multichannel strategy”, record numbers of participation emerged. The event, organized by Netcomm, told how Leroy Merlin and Sentric collaborated to bring innovation and efficiency in the management of product cards.


Project actors and initial objectives

🔹 Sentric, innovative startup that has developed an automated system to create and optimize product cards. The goal is to replace traditional manual creation, improving e-commerce efficiency and performance.

🔹 Leroy Merlin, part of the ADEO group and global leader of home improvement, aims to become the world platform for habitat improvement. With over 1.000 shops in 20 countries, the challenge was to offer customers a uniform and inspiring experience on all channels.


The project was born from the need for Leroy Merlin of:

✅ automate the analysis of the product cards through a constant comparison with competitors;

✅ complete and optimize data in the product pages, improving quality and completeness.


The main steps of the route


1 Product Benchmark

The first step was to create an accurate benchmark of the product cards. The team began with image analysis, a crucial element for the visual impact and customer’s first impression. The system, thanks to AI, automatically compared the images of Leroy Merlin with those of competitors, evaluating quantities and typologies (for example, frontal, side, in context).

Subsequently, the benchmark analysed the text fields:

  • Title: verification of completeness and consistency.

  • Descriptions: evaluation of the breadth and enhancement of content.

  • Technical specifications: standardization and comparison with the market, thanks to the power of AI.

The result of this phase was one scoring objective, which allowed us to understand how the cards are placed compared to competitors and receive concrete action points to improve content.


2 Product Generator

The next step was to automatically create optimized product cards. The Product Generator of Sentric used the data provided by Leroy Merlin, integrating them with the validated database of Sentric and the interpretive models developed specifically.

This system allowed to: ✔. Fill the missing or inconsistent fields. ✔ di Standardize data, solving any discrepancies (such as different measurement units or wrong orders). ✔. Automatic control of data consistency over the market.


Main objectives achieved

are Improvement completeness and correctness of the product cards.

. Create more inspiring visual content and aligned with customer needs.

. Enhance online and offline customer experience, in line with the ELO project of Leroy Merlin.

. Simplify and speed internal processes, drastically reducing manual analysis times.


Final results

✅ Analysis 10 main categories of product every quarter.

✅ Over 125.000 product cards analyzed.

✅ 50 priority action points identified to improve the quality of the product pages.

✅ Leroy Merlin is placed in top 3 quality in the categories analysed.

✅ Product Generator allowed to complete in a few seconds the 78% of target fields, saving about 278 minutes compared to manual compilation.


Conclusion

The webinar has shown that the combination of Leroy Merlin know-how and Sentric technology has led to a significant improvement in product card management. Thanks to the use of AI and automation, customer experience and e-commerce performance have been upgraded to a measurably.


? Want to find out how to bring the same innovation into your business? Contact the Sentric team to transform the management of your product cards!


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