Bébé9 tracks competitors to match their prices with Price Observatory

France Maternité is a French cooperative that distributes childcare products under the Bébé9 brand.

The brand has around 100 independent stores across France. As true experts in the field, Bébé9 stores offer guidance and support to parents and parents-to-be, helping them make the best choices before and after welcoming their baby. Bébé9 provides a carefully curated selection of large and small childcare essentials, together with children's furniture and décor.

For over 50 years, the Bébé9 brand has been recognized and trusted by industry professionals and thousands of satisfied customers.

Mathieu Coupé, Head of Management and Commercial Operations at Bébé 9, discusses the challenges of distribution in a highly competitive market.

Bébé 9 provides its stores with access to a central purchasing office. This office negotiates the best prices with suppliers on behalf of the stores.

This central office also manages the e-commerce website bebe9.com. Featuring a selection of about 10,000 SKUs, it generates about 20% of the overall turnover. Sales generated by the site benefit all stores.

Bébé 9 has equipped itself with Price Observatory to track competitors' prices and ensure the fairest prices to their customers.

Thanks to Price Observatory, we can identify competitors with aggressive pricing strategies and consequently adapt our prices. Responsiveness is essential in our business.

With Price Observatory, we monitor about 10,000 SKUs and 10 competitor sites automatically with daily, and even hourly price readings during commercial peaks.

I use Price Observatory's reports to analyze and optimize sales actions. It's very practical, I can edit reports by brand, by category, by competitor, or based on a selection of products according to requests and needs.

However, we prefer not to automate repricing at Bébé 9. It's a choice based on our product expertise. Our pricing choices have a direct impact on all our stores. We must therefore be particularly vigilant about the choice of our actions on prices.

We are very satisfied with Price Observatory. The solution is easy to use, the data is always up to date and the support is very responsive.

Price Observatory allows us to:

• Have a deep knowledge of our competition
• Issue fair price recommendations for our e-commerce site and also for our stores
• Better negotiate with our suppliers on behalf of Bébé 9 stores.
• Improve our brand image

It is an essential tool for e-commerce, but also for physical stores, because consumers today are able to access the prices of all our competitors in one click via their smartphones while in the store.