Customer storyLes Mousquetaires · Équipement de la maison
Nearly 130,000 product pages enriched and published in 6 days
Les Mousquetaires Équipement de la maison handed the enrichment of the Bricomarché, Bricorama and Brico Cash catalog to Upsellr’s agents. A single person ran a project that until then kept a whole team busy for months.
At a glance
In late June 2026, the Équipement de la maison division of the Groupement Les Mousquetaires loaded 139,000 SKUs into Upsellr. Six days later, 127,225 product pages were enriched and published on three websites, with an error rate below 0.5%. On the best-selling products, conversion rose by 33%, and Bricomarché’s visibility in generative engine answers rose by 30% in one month.
- Months of a team’s work, done in one week by a single person.
- Nearly 150,000 product attributes that did not exist before Upsellr.
- From +10% to +33% conversion rate, depending on product turnover.
- None of the 2,700 tracked products lost ground in generative engines.
In DIY, the product page makes the sale
Within the Groupement Les Mousquetaires, the Équipement de la maison division runs Bricomarché, Bricorama and Brico Cash, with an online catalog of over 100,000 SKUs.
In this trade, customers do not buy a drill without knowing its power, dimensions, materials or compatibility. An incomplete product page is a sale lost to a competitor.
Bringing such a volume up to standard with traditional methods takes months of work and ties up entire teams. With the high season approaching, strong on garden, watering and cooling products, content was becoming the bottleneck.
The internal goal
Enrich the entire catalog and drastically cut enrichment lead times.
Without adding staff.
A platform run by the retailer, not an outsourced service
Rather than outsourcing the writing, the retailer chose autonomy: its own teams run Upsellr and keep control over choices, quality and brand consistency. The project ran in three stages.
Scoping : the product content manager defines the generation rules and the expected technical attributes, department by department.
Production : the agents collect the information, classify each product in the Bricomarché thesaurus, then write descriptions, specifications and FAQs in the retailer’s tone of voice.
Review and publication : the teams approve the product pages, then roll them out to the three websites.
The agents make nothing up: they rely on approved sources and on the retailer’s data model.
« It is a startup and large-group collaboration in which Upsellr acts as an assistant embedded in the retailer’s teams, rather than as an outsourced service. »
Elodie PaillassonHead of Omnichannel Digital Performance, Les MousquetairesThe same product page, before and after
A drill driver from the Bricomarché catalog, as it arrived from the supplier, then as it was published.
STANLEY Fatmax SFMCD715D2K-QW 18V V20 Brushless drill driver
Supplier dataQuality score: 33%
- Product name
- Drill Driver STANLEY Fatmax SFMCD715D2K-QW 18V V20 Brushless
- Description
- 2 batteries 2Ah and 1 fast charger 2Ah. Torque: 60Nm Speed: 0-600/1900 rpm Impact rate: 32300 bpm 13 mm single-hand chuck LED light Charge indicator on the battery Sold in a carrying case
- Brand description
- STANLEY is a prominent global brand, part of Stanley Black & Decker, renowned for producing a wide range of professional-grade hand tools…
Published pagePublished
Tools / Power tools / Cordless drills / 18V cordless drills
Cordless drill driver - V20 Brushless - 18V 2Ah
- Two 2Ah batteries and a fast charger provide long runtime and quick recharging.
- A powerful 60 Nm of torque makes demanding drilling and screwing easier.
- The built-in LED light improves visibility in dark areas.
- Supplied with a carrying case, it is easy to transport and store.
- Chuck type
- Keyless chuck
- Drilling diameter in wood
- 30 mm
- Drilling diameter in metal
- 13 mm
- Drilling diameter in concrete
- 13 mm
- How long do the included batteries take to charge?
- Can it drill through thick materials such as oak?
- What is the advantage of a brushless motor over a conventional one?
Months of work, delivered in six days
139,000 SKUs were loaded into the platform on June 26, 2026. By July 3, 127,225 product pages were enriched and published. On the retailer’s side, a single person ran the entire project.
Without Upsellr10 to 15 min per page
With Upsellr5 to 7 min for 100 pages
A catalog completed, not rewritten
The product pages were not created from scratch: they were enriched. Of the 370,294 attributes collected, the retailer already held about 200,000 in its systems. Upsellr added nearly 150,000 new ones.
- of product pages published
- 91.4%
- enrichment error rate
- 0.44%
- websites fed
- 3
Measured on three product families, the contribution is clear: Upsellr filled between 64% and 77% of the expected attributes.
The faster a product sells, the better its page converts
Bricomarché compared its conversion rate, from product page view to order, between the month before enrichment (May 25 to June 25) and the month after (July 4 to August 4). To compare like with like, each group brings together items that reached the same minimum number of orders before and after.
The effect grows with turnover: enriched content converts best where purchase intent is strongest.
Data provided by the client, measured on the Bricomarché website, excluding items already enriched in-house.
Bricomarché now cited by AI engines
One month after publication, Bricomarché appears in generative engine answers for products where the retailer was never cited, alongside Leroy Merlin, Castorama and ManoMano.
- retailer visibility
- +30%
- tracked products
- 2,700
- product losing ground
- 0
Progress is steady from one measurement to the next, and the retailer’s share of voice against its competitors keeps rising.
Upsellr tracking from August 7 to September 1, 2026, on 2,700 products and as many queries. Visibility is the share of analyses in which the brand is cited or appears in first position, excluding duplicates.
Items sold online for the first time
Many member store owners pointed out the significant improvement in product page quality, and how it helped sell online items that had never been sold online before.
Elodie PaillassonHead of Omnichannel Digital Performance, Les MousquetairesSources and method
- Volumes, lead times, publication and error rates: Upsellr platform, June 26 to July 3, 2026.
- Conversion: Bricomarché’s analysis of its website, cohorts of comparable items before (May 25 to June 25) and after (July 4 to August 4) the content went live.
- GEO visibility: Upsellr tracking on 2,700 sample products and as many queries, on August 7 and September 1, 2026.
- Case approved by Les Mousquetaires Équipement de la maison on September 9, 2026.
Marcus
Amazon