Marketplace growth and technical independence for more GMV

Created in 2005, Miliboo is a major player in the design of “trendy”, modular and customisable furniture, selling its products online with the guarantee of shipping within 24 to 72 hours (in France). More than 2,500 items are sold mainly on its website www.miliboo.com, but also in two “Milibootik” physical sales outlets located in Paris and Lyon. The company offers complete ranges of furniture for the whole house.

Miliboo controls the entire value chain: conception/ design, quality control, logistic tools, marketing and customer support. The company is commercially present in 8 European countries. Miliboo and its subsidiaries employ around 50 people. The company achieved sales of nearly €30 million in the 2019-2020 financial year, an increase of more than 30% compared to the previous financial year. Sales are predominantly made in France (85% of turnover) and Europe (15% of turnover).

Growth and technical KPIs

Opportunities and challenges

The objective was to be able to centralise the management of the different marketplaces and comparators from every country from one platform, to both save time and launch new channels.

The online shop and marketplaces were initially internally managed by the marketing department, in collaboration with the technical teams. A dedicated person was then recruited to focus on the marketplaces which represented a strong potential for development. As the technical team was mainly mobilised for the optimisation of the online store itself, using a feed management tool saves them time while making the business teams autonomous in the management and optimisation of feeds.

The objective was also to develop Miliboo’s visibility and business volume by quickly accessing new distribution channels in France and Europe.

Solutions provided by Lengow

Miliboo has been working with Lengow on a daily basis since 2010 in the management of its marketplaces (La Redoute, Veepee, Conforama, Cdiscount, But, Amazon, Rue du Commerce, Rakuten, ManoMano), price comparators (Kelkoo, Google Shopping) and retargeting (Criteo).

The Lengow platform has enabled Miliboo to gain autonomy in managing feeds without having to call on the technical department. In addition, for day-to- day support, all the main information is summarised in guides dedicated to each marketing channel that can be consulted at any time, which really reduces the need for interventions from the technical team. The platform is intuitive and easy to use and the information appears in a very visual way.

Miliboo uses the platform to segment its product catalogue and adapt to the specific codes of each marketplace :

• Destocked products are sent to Veepee.
• Many products are visible on La Redoute as presence on this marketplace reassures buyers.
• On Amazon, certain fragile products are not published because the risk of breakage is higher, so it is likely Miliboo will receive negative reviews.
• Distribution on ManoMano allows them to benefit from the very high traffic from DIYers, enabling them to diversify their audience.

Testimonial