Netcomm Webinar: The Experience of Leroy Merlin and Sentric in Transforming Product Pages

On Thursday, May 23rd, during the free webinar “AI for Optimizing Product Pages in a Multichannel Strategy,” record-breaking attendance numbers were achieved. Organized by Netcomm, the event highlighted how Leroy Merlin and Sentric partnered to bring innovation and efficiency to product page management.

The project stakeholders and initial goals

🔹 Sentric, an innovative startup that has developed an automated system for creating and optimizing product pages. The aim is to replace traditional manual creation, boosting efficiency and e-commerce performance.

🔹 Leroy Merlin, part of the ADEO Group and a global leader in home improvement, aims to become the world’s leading platform for habitat improvement. With over 1,000 stores in 20 countries, the challenge was to deliver a consistent and inspiring experience across all channels.

The project stemmed from Leroy Merlin’s need to:

✅ Automate product page analysis through continuous competitor comparison.

✅ Complete and optimize product page data, enhancing quality and completeness.

Key project milestones

1️⃣ Product Benchmark

The first step was to create an accurate benchmark of product pages. The team began by analyzing images — a crucial element for visual impact and customer first impressions. Thanks to AI, the system automatically compared Leroy Merlin’s images with those of competitors, assessing both quantity and type (e.g., front view, side view, in context).

Next, the benchmark assessed text fields:

• Titles: Checking for completeness and consistency.

• Descriptions: Evaluating the richness and value of content.

• Technical specifications: Standardizing and comparing with the market using the power of AI.

The result was an objective scoring system that revealed how Leroy Merlin’s product pages compared with competitors, providing actionable insights for improvement.

2️⃣ Product Generator

The next step was to automatically create optimized product pages. Sentric’s Product Generator used data provided by Leroy Merlin, combined with Sentric’s validated database and custom interpretative models.

This system enabled:✔️ Filling in missing or inconsistent fields.✔️ Standardizing data and resolving discrepancies (like different units of measurement or incorrect orders).✔️ Automatically verifying data consistency with the market.

Key achievements

🎯 Improved completeness and accuracy of product pages.

🎯 Created more inspiring visual content aligned with customer needs.

🎯 Enhanced the online and offline customer experience, in line with Leroy Merlin’s ELO project.

🎯 Streamlined internal processes, drastically reducing manual analysis time.

Final results

✅ Quarterly analysis of 10 main product categories.✅ Over 125,000 product pages analyzed.✅ 50 priority action points identified to improve product page quality.✅ Leroy Merlin ranked in the top 3 for quality in the analyzed categories.✅ The Product Generator completed 78% of target fields in seconds, saving around 278 minutes compared to manual compilation.

Conclusion

The webinar demonstrated how the combination of Leroy Merlin’s expertise and Sentric’s technology has led to significant improvements in product page management. Thanks to AI and automation, both the customer experience and e-commerce performance have been measurably enhanced.

👉 Want to learn how to bring the same innovation to your business? Contact the Sentric team to transform your product page management!