While his start-up shakes up an array of players focused on product data management solutions, Edouard Margain, Co-Founder of Upsellr, shared with us at NRF Europe the results of the data structuring and enrichment project recently made at Les Mousquetaires group. This large-scale deployment delivered conclusive lessons in terms of online conversion rate.
The Upsellr start-up (5 staff, 1,000 clients, confidential ARR), which develops an AI platform orchestrating and structuring product data and content, was deployed in July 2026 at Bricorama, Bricomarché and Brico Cash. “From June 26 to July 3, we reviewed 130,000 product sheets from the 3 DIY retailers and found a number of missing attributes,” said Edouard Margain to mind Retail. “Then, we enriched these product sheets by collecting 370,294 product attributes, including nearly 150,000 completely new ones. We then presented them in structured product sheets, optimised for GEO, with written FAQs, more visuals, technical specifications, etc.”
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Article authors
Sophie Baqué
Chief Editor of mind Retail