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Groupe SEB

Bynder makes it possible to import, search, view and share all content of the Groupe SEB brands in a few clicks.
Serge Miard
Head of Digital Marketing & eCommerce at Groupe SEB
Groupe SEB


searches per day


imported assets


of an FTE saved

For 160 years, Groupe SEB has been determined and enthusiastic in pursuing its ambition: to be THE world reference in Small Domestic Equipment. The Group is a leader in cookware, electric cookware, home and personal care, professional coffee machines and hotel equipment.

The Group's portfolio includes around thirty brands, including Tefal, Rowenta, Moulinex, Krups, Supor, WMF, All- Clad and Lagostina. Groupe SEB's mission is to make everyday life easier and more pleasant for consumers and to contribute to a better life, everywhere in the world.

The critical needs of Groupe SEB

As the world leader in small domestic appliances, Groupe SEB had to offer its marketing teams a user- friendly and high-performance solution for organizing and sharing more than 200,000 media files on a daily basis. One of the Group's essential needs was to manage the many images and videos produced on the various sites of its brands and on the sites of its e- retailers.

The digital asset management tool previously used by Groupe SEB no longer met users' expectations. In particular, it had performance limitations and did not have the key features required by the Marketing team. The interface of the platform was also not adapted for easy sharing of content and collaboration across international teams.

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What needed fixing

With some 30 local and international brands under their umbrella, Groupe SEB marketers needed real- time access to the latest versions of each of the Group's digital assets. The data synchronization which was performed once every 3 hours by the previous tool the company used was therefore not fit for purpose. The Group required an application capable of instantly updating information to its Product Information Management (PIM) solution in order to meet the expectations of its employees and customers.

Groupe SEB also worked regularly with graphic design agencies and studios to produce new visuals. It was therefore essential that these partners were able to easily import and distribute content to the organization's employees as part of any new project.

Although Bynder was more of a challenger in our pre- selection of a DAM provider, I’m very happy that this project ended with us choosing its solution, as users have adopted the tool very quickly.
Claude Zennaro
IT DAM Project Manager at Groupe SEB

The transformation with Bynder

Since Bynder was implemented within Groupe SEB, 700 users have carried out more than 4,000 searches, 3,000 previews, 2,000 downloads and 200 shares every day. These figures are constantly increasing.

The implementation phase of the platform was relatively short, with 200,000 digital assets imported into the Group's portal in 7 months. For the majority of the 1,500 users on the system, a simple one-hour webinar was enough to immediately familiarize them with the tool.

Now, when a new high-resolution image is imported into Bynder, it is automatically created in 6 pre-defined formats, ranging from a thumbnail to a full-HD source format, saving employees time and effort.

This tool is at the heart of our digital acceleration, helping each user to easily access the media and product lines they need.
Serge Miard
Head of Digital Marketing & eCommerce at Groupe SEB

How Bynder helped Groupe SEB address its main challenges

Saving time and reducing costs
Thanks to Bynder, quality of service has improved within Groupe SEB while significantly reducing the cost per user. The intuitive interface of the DAM portal has led to a decrease in requests for assistance as employees are now more autonomous and the solution is easy to use.

Performance optimization
The "Collection" feature is particularly appreciated by Groupe SEB employees as it helps them to better organize their workspace. Now each user can simply group media according to the theme of their choice and then share them securely.

Accessibility and adoption
Thanks to Bynder, Groupe SEB has a centralized portal, accessible 24 hours a day, in which to store and retrieve all the multimedia content of its brands. By choosing Bynder's cloud solution, the Group has also benefited from a rapid implementation and a record adoption rate among its employees.

Groupe SEB uses multiple applications in all areas, but since users have taken ownership of the Bynder DAM, the tool has become the essential reference for us in terms of user-friendliness and graphical interface.
Claude Zennaro
IT DAM Project Manager at Groupe SEB