Case Study: Groupe SEB Incorporates Audio Clips to Enhance Its Digital Experience by Featuring Its Product Experts

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Groupe SEB is incorporating audio clips to enhance its digital content by featuring its product experts

Background

The SEB Group is a leading player in the small household appliances market, with brands such as Moulinex, Rowenta, Calor, and Krups. On its websites moulinex.fr and rowenta.fr, it offers a wide range of everyday products with numerous features: coffee makers, deep fryers, air purifiers, multicookers, ice cream makers, and more…

This wealth of information also presents a challenge. Product descriptions are dense and sometimes technical, and it’s not always easy for a website visitor to quickly grasp what sets one device apart from another. The challenge for the group is to make this information more accessible and to convey online the expertise of its teams—the kind of expertise typically found in in-store consultations. This is where voice comes into its own, transforming a technical specification sheet into a clear and reassuring explanation.

The project

The SEB Group partnered withEKOO to integrate short audio clips directly into the product pages on its websites. In about 30 seconds, each clip highlights the concrete benefits of a product, using simple, user-focused language.

At the heart of the system, product managers and in-house experts take the lead. By incorporating their expertise into the product descriptions, their voice extends the teams’ advisory role online and builds a relationship of trust with the user, who immediately understands who the product is intended for and what benefits it will provide.

To cover about 50 product listings across four brands, the group adopted a hybrid approach: half of the audio clips were recorded by in-house experts, while the other half were produced using synthetic voices based on scripts written by an expert. This approach ensures the accuracy of the messaging while allowing for the rapid deployment of audio across a broad catalog.

The results

More than 50 audio clips embedded in the product pages on moulinex.fr and rowenta.fr
Four brands covered: Moulinex, Rowenta, Calor, and Krups
A hybrid approach combining the voices of in-house experts with a synthesized voice based on approved scripts
A click-through rate for audio clips ranging from 10% to 20%, depending on the product category
Product information that is clearer and easier to understand at a glance

By incorporating the voices of its experts into its product descriptions, Groupe SEB is making audio a new touchpoint in the shopping journey: a format that complements the written description without weighing it down, and extends the group’s expertise beyond the store.

Listen to our audio products at Groupe SEB: