Discover how the French retail giant is revolutionizing its product media management with the help of artificial intelligence. From automated quality control to real-time broadcasting across all channels, take a behind-the-scenes look at an ambitious digital transformation.
An innovative project that promises :
- Impeccable visual quality
- Reduced time-to-market
- An enhanced customer experience
Curious to see how AI can revolutionize your media management? Read the full article and discover Intermarché's secrets for boosting online sales!
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Intermarché relies on Keepeek's AI to revolutionize its DAM and boost e-commerce
IntermarchéFrance's leading supermarket chain, has decided to step up a gear in its media management. A must-have digital transformation to stay one step ahead.
Mathieu HalbertPO Product and Media Repository at Intermarché and member of the GS1 Standardization Committee, gives us an insight into this ambitious project.
An indisputable fact
It all started with an observation: "At Intermarché, media management was lagging behind. Keepeek wasn't being used to its full potential," admits Mathieu. The quality of visuals for leaflets and e-commerce was not up to scratch, with a direct impact on sales.
To meet this challenge, Intermarché relies on artificial intelligence
With hundreds of thousands of product references and constantly evolving visuals, manual management is no longer an option."When we have 3,000 to 4,000 visuals to process per day, we can't manage it manually.. We have over 200,000 product files referenced, with 2 to 3 visuals per product. And each product changes every monthor even every year... The big problem is that we've automated a lot, but there's no one to check and validate the images before distribution."
AI has emerged as the ideal solution."We don't have the capacity to put in sufficient human resources. AI enables us to detect errors and automatically validate visualsto distinguish the good from the bad", explains Mathieu. Numerous use cases have been identified beyond the media: organic certificates, user documents..."We're clearly going to increase our use of the Keepeek solution with AI."
At Intermarché, we like to be pioneers:"We operate in 'early adopter' mode. We like to be ahead of the game. The first to speak are right. If we want to move forward, we have to take up our pilgrim's staff." And Keepeek has proved to be the ideal tool for harnessing the full potential of AI."Keepeek is way ahead of the market in terms of functionality. The advantage is that we have a follow-up with top teams and very responsive support. We're growing together, with everyone contributing their bit to the edifice," enthuses Mathieu.
GS1, an essential prerequisite
But before embarking on AI, Intermarché wants to deploy the GS1 standard."In this famous project, we want to put AI, we want to improve quality, implement standards. Everyone has to speak the same language".
GS1 is a global organization that develops and maintains standards for commercial exchanges, particularly in the retail sector. These standards cover various aspects such as product identification (barcodes and soon QR Code), product data synchronization, traceability, EDI...
For Intermarché, adopting GS1 standards is an essential prerequisite before embarking on AI."It's essential to have quality data, structured and shared by all players. GS1 is working with us on these issues. They're also working with Truffaut. As we also sell plants, we need to be able to standardize supplier data."
In concrete terms, Intermarché launched a digital transformation plan 3 years ago with the deployment of the GS1 standard across all product categories:
- 2021: PGC Food National Brands
- 2022: regional RRP and private label
- 2023: non-food
- 2024: the media
Each time, Intermarché uses GS1 standards. A major project, which will enable Intermarché to lay solid foundations for its AI project.
Did you know that Keepeek is also a GS1 France partner? Read theour membership announcement !
The flagship use case: media quality with AI
The most promising use case for AI at Intermarché: media quality control."We want to set up a rating system with AI, based on an aggregate confidence rate," Mathieu details. "If we're at 100%, we're in. If not, we go through manual validation. AI will help us validate the name, detect that it's a front image, that it's the right product... Plus a technical verification system (white background, transparency, size)."
AI will also enable automatic recognition of labels (organic, PDO/AOC, Nutriscore...)."We want a regulatory control solution based on OCR and AI, complementing the product sheet". This will ensure continuous compliance, without any manual effort.
Another major advance is the integration of key metadata directly into the visuals. "We're talking about GTINs, labels, allergens... This information is no longer conveyed by the product sheet, but directly by the image. The aim is to have a standard label for all."
But beware: for AI to be effective, you need data of sufficient quantity and quality, and a certain degree of homogeneity. A real challenge when you're managing an XXL catalog!
Keepeek, much more than a DAM
For Intermarché, Keepeek is more than just a DAM. "It's the trusted source , the 'trusted source' for the media"insists Mathieu. "All the media that come out of it must be beyond reproach."
The tool is deployed on a large scale: from food to Bricomarché (3rd largest player in the market), including the Communication Department, which uses it as a secure EDM to distribute its content externally. "It's a a simple, high-performance tool to share documents with our partners in total security".
Seamless integration with PIM
"On traditional products like strawberries, tomatoes or pain au chocolat, we have our generic visuals in our in-house PIM so that it goes into the Keepeek DAM. And the DAM also sends images back to our PIM. However, if users want more images, they have to connect to the image base. The PIM is the product, and the DAM is the media. The two must be linked, each with its own basic data."
To industrialize product media management, Intermarché currently relies on Salsify, a Supplier Data Platform connected to Keepeek. "Our suppliers load their visuals into Salsify, which is connected to Keepeek. By the end of the year, we'll be automatically retrieving media (PDFs, safety data sheets, instructions for use, etc.). Soon, we'll also be able to integrate videos thanks to a new standard. To collect all the data, we use a GS1-certified and therefore interoperable catalog, Salsify (formerly Alkemics), which enables all manufacturers to feed us from their own solutions (Equadis, ATGP, Agena, Syndigo, Tx2...)."
But Intermarché already has an eye on the future, with a future PIM project based onAkeneo to manage the e-commerce back office (Drive), already in place at Bricomarché. This will further streamline the exchange of product and media data.
This seamless integration will automate processes as far as possible. "We think of the DAM as a black box. Merchandising, e-commerce teams connect via other platforms to access media," Mathieu points out."We're also producers. We want users to add images using Keepeek's table functionality with a dedicated workflow."
"The aim is really to make the production and distribution of our data and product media as fluid as possible". With the key to impeccable quality thanks to Keepeek's AI."That's the secret to drastically reducing our time-to-market and gaining in productivity!"
Discover the replay of our webinar Keepeek x Akeneo "PIM + DAM: the winning duo to boost your productivity and sales".
Producers and retailers
Intermarché is known as a major player in the mass retail sector. But it's also an industrial hub, Agromousquetairescomprising 56 industrial sites in France, 15 fishing vessels and 200 sailors (France'sleading shipowner), 20 logistics sites and over 15,000 partner farmers.
Today, media for private label products are deposited on Sharepoints, networks, etc. Keepeek is also supporting the transformation of this division with the creation of a DAM dedicated to private label brands , enabling them to be collected, stored and then distributed in complete confidence.
Exciting prospects
Stores, the primary consumers of images, will also benefit from AI advances."On their mobiles, they have the media supplied by Keepeek. We have 3,000 stores. Tomorrow, they'll want organic certificates in the event of an inspection, the dangerousness level of products for storage... Today, they get them right and left, the old-fashioned way, with no structure."
Beyond the automatic tagging and description of resources,AI opens up many new perspectives: image clipping for marketplaces, duplicate detection... These are just some of the time-consuming tasks that teams will be able to offload and concentrate on creating value.
With high-quality, standardized media distributed in real time across all channels, Intermarché will be able to offer a fluid, personalized shopping experience. The secret to boosting online sales and building consumer loyalty!
A transformation that's only just begun
With Keepeek and AI, Intermarché is giving itself the means to achieve its ambitions: industrializing the management of its product media, automating processes, ensuring impeccable quality... A pioneering and ambitious project that will revolutionize the day-to-day work of our teams and enhance the customer experience. The result: increased productivity and reduced time-to-market. Next step: finalize deployment of the GS1 media standard and finalize the AI project to automate quality control! One thing is clear: with Keepeek's AI, Intermarché has everything it needs to succeed in its bid for large-scale media management. A revolution that has only just begun, and promises many surprises.
About Mathieu Halbert
Mathieu Halbert is PO Product and Media Repository at Intermarché and a member of the GS1 Standardization Committee. Passionate about new technologies and innovation, he is one of the links in the chain's digital transformation. He works hand in hand with major players such as Keepeek to revolutionize product media management.
His credo: @The Right Data @The Right Moment @The Right Place.
Want to find out more about product media management with Keepeek? Read Auchan's testimonial!
