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Customer Snapshot: Overview

Direct marketing response rates jumped 220%

For nearly 100 years, Groupe SAMSE has supplied tools and materials for construction professionals and do-it-yourself home improvement enthusiasts. Today, they use SAP InfiniteInsight for predictive analytics to help ensure customer needs are always met.

Groupe SAMSE

€1.17 billion (2013)

Number of Employees

Wholesale Distribution

Grenoble, France

Customer Website

Line of Business
Marketing, Sales, Supply Chain, Sustainability

SAP Solutions
SAP InfiniteInsight

Customer Snapshot: History

Constructing a Successful Company

Groupe SAMSE is an independent distribution group for building materials and tools. The distribution network includes more than two dozen subsidiaries and a commercial network of 320 points of sale. Groupe SAMSE serves both commercial construction contractors and do-it-yourselfers.

Customer Snapshot: Business Model

Purchasing is a Strategic Act

Groupe SAMSE spends nearly €1 billion obtaining products from nearly 900 suppliers, who have been chosen for their ability to uphold the same values for reliability and loyalty as Groupe SAMSE. The company tries to anticipate market needs, which may be driven by a combination of regulations and the changing standards and attitudes of customers.

Customer Snapshot: Success Strategy

Coordinating Purchasing to Reinforce Responsiveness

Organizing purchasing at the local level helps Groupe SAMSE monitor and maintain proper stocking levels and cost efficiency. Groupe SAMSE combines their information and skills with those of their suppliers and customers to optimize the flow of goods.

The Challenge

Building Customer Relationships on a Proper Foundation

Groupe SAMSE collects an enormous amount of data from more than 30,000 commercial customers, 300,000 consumer loyalty card holders, 320 sales outlets, and 26 subsidiaries. Unfortunately, Groupe SAMSE did not have a system for leveraging all that data to create a 360° view of their business-to-business or business-to-consumer relationships.

Enter SAP

Trusted Experts in Big Data Analytics

SAP’s reputation for leadership in predictive analytics and Big Data business optimization led Groupe SAMSE to inquire about ways to improve business decision making. SAP could help deliver real-time forecasting that would benefit the entire supply chain, from suppliers to customers, by reducing costs and inefficiencies.

Enter SAP: The SAP Experience

Defining Useful Components for Predictive Analysis
SAP helped Groupe SAMSE create automated, predictive models with SAP InfiniteInsight. The companies worked together to define a broad set of reusable business components, called analytical records, that Groupe SAMSE can repeatedly apply to create analytical data sets used for predictive modeling.
With growing competition, companies now have to make business decisions based on these real-time forecasts, or else they can lose their customers to competitors. Groupe SAMSE analyzed a 360° view of both business-to-business and business-to-customer data. Based on this, they were able to recommend various personalized products in near-real time across multiple customer-facing channels, including retail outlets, call centers, and sales.

Better Business

Eliminating Guesswork to Improve Customer Satisfaction

Leveraging their large stores of data with SAP InfiniteInsight, Groupe SAMSE is able to anticipate changing customer behavior, market trends, and potential risks to product and service excellence. Such a proactive approach eliminates guesswork. Now, Groupe SAMSE more easily supports their commercial and consumer customers, keeping their projects on-time and on-budget.

Better Business: Benefits

Doubling Direct Marketing Response

One of the most prominent benefits Groupe SAMSE has gained from implementing SAP InfiniteInsight is a 220% increase in direct marketing responses. Predictive analytics has given the company keener insights into the specific needs of customers and has used that insight to accurately target both business-to-business and business-to-consumer direct marketing.

Predictive modeling at Groupe SAMSE is also more efficient. By automating numerous processes with SAP InfiniteInsight, Groupe SAMSE can update predictive models in less than one week. Formerly, the process took months.

Better Business: Run Simple

Preventing Interruptions to Customer Projects

Predictive modeling supported by SAP InfiniteInsight now serves as Groupe SAMSE’s early-warning system for potential interruptions to individual customer construction projects. It also enables personalized product recommendations in near-real time across multiple customer-facing channels, including retail outlets, call centers, and sales

Journey Ahead

Keeping Customers in Focus

For Groupe SAMSE, SAP InfiniteInsight represents a balance of systematic and flexible examination of daily data. The company plans to refine InfiniteInsight use to expand their customer base with an accurate understanding of customer behavior and to pursue strategic business improvements based on data.

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