In the competitive world of home appliances, Brandt has long been a trusted name in French households. However, evolving market dynamics, such as the rise of private labels, shifting distribution channels, and the growing importance of direct-to-consumer (D2C) models, have presented new challenges. To navigate this landscape, Brandt turned to Wiser’s category-wide intelligence.
Navigating Market Challenges
Brandt faced several key challenges:
- Enhancing Product Performance: With customer expectations continually evolving, Brandt needed to swiftly identify areas for product improvement based on consumer feedback.
- Competing with Private Labels: In certain segments, private label brands accounted for up to 55% of the market, particularly in refrigeration. This intensified competition for shelf space and visibility.
- Adapting to Distribution Shifts: The reduction of physical shelf space in traditional retail and the rapid rise of online marketplaces required Brandt to revisit its distribution strategies.
Leveraging Wiser’s Solutions
By integrating Wiser’s tools, Brandt achieved:
- Data-Driven Product Strategy: Wiser enabled Brandt to map product assortments across retail partners, identify anomalies, and optimize product positioning. This data-driven approach facilitated precise recommendations for product improvements or substitutions.
- Proactive Customer Feedback Management: Weekly analysis of consumer reviews collected via Wiser allowed Brandt’s teams to respond promptly to negative feedback, leading to immediate corrective actions such as adjusting user manuals or support materials. Positive feedback was also leveraged to reinforce brand image.
- Optimized Retailer Negotiations: Access to objective data empowered Brandt during annual negotiations with retailers. By clearly demonstrating market position and product line performance, Brandt strengthened its case for strategic listings.
Achieving Tangible Results
The collaboration with Wiser led to significant outcomes:
- Strategic Product Listings: Utilizing Wiser’s data, Brandt successfully relaunched the De Dietrich brand in 2024 by creating distinct product ranges, enhancing visibility with both retailers and consumers.
- Improved Decision-Making: With real-time insights into market dynamics, Brandt’s teams made faster, more informed decisions, staying ahead of market trends.
- Strengthened Retailer Relationships: Presenting objective, relevant data during negotiations enhanced the quality of discussions with retailers, increasing the likelihood of securing long-term strategic listings.
Wiser has evolved from an operational tool to a strategic partner for Brandt, enabling the company to refine its product offerings, strengthen retailer relationships, and proactively respond to market changes.
