Mr.Bricolage Optimizes Its Pricing Strategy and Boosts Competitive Advantage with Wiser’s DataStore

Background:

The Mr.Bricolage Group is a network of independent entrepreneur-members specializing in home and garden renovation and improvement, with 1,088 stores in France and abroad. This unique structure gives each store a high degree of autonomy.

Balancing local flexibility with global consistency presents a major challenge in pricing. Each member must adjust prices based on their local market and direct competitors while staying aligned with the group’s overall strategy. “Our members were increasingly asking for visibility into market prices and their competitive positioning. This transparency allows them to fine-tune their pricing strategy while following the group’s recommendations,” explains Alice Simonnet, Pricing Analyst.

To meet this growing need for market insight, Mr.Bricolage adopted Wiser’s DataStore solution. It helped improve pricing strategy and optimize margins, while revealing further opportunities to better tackle market-specific challenges and changes.

Challenge

Before implementing DataStore, Mr.Bricolage faced several key challenges:

• Fragmented and Time-Consuming Competitive Analysis:A lack of visibility into competitor pricing was a major obstacle. “The main problem was providing a clear view of local competitor prices for our stores,” says Alice Simonnet. Competitive analysis used to be a manual and lengthy process, involving data collection from in-store reports, catalogs, and websites, to then be processed in Excel. This slowed down responsiveness to market shifts. Tracking prices could take days or even weeks depending on the category complexity and number of SKUs.
• Lack of Market Visibility:Without a centralized system, price data was scattered across multiple Excel files, requiring cross-referencing from various sources - creating inconsistency risks. The lack of automated alerts also made it difficult to spot price gaps needing immediate action. Without reliable, up-to-date data, members often had to rely on gut feeling instead of concrete insights, risking pricing errors and reduced competitiveness and profitability.
• Increased Need for Agility and Efficiency:Mr.Bricolage quickly realized it needed more agility and a sharper pricing strategy. “The need to improve efficiency and get a more precise, automated view of price gaps drove this initiative.” Rising demand from members for consolidated, easily actionable market data accelerated the transition. The goal: strengthen stores’ competitive edge by optimizing pricing strategies without compromising margins. Mr.Bricolage closely monitors key performance indicators (KPIs), such as pricing vs. key competitors and monthly price changes.

Before choosing Wiser, Mr.Bricolage evaluated several solutions based on key criteria: “We compared various solutions in terms of data reliability, update frequency, and integration with our existing tools. Ease of use was also crucial, as store managers needed to be able to use the tool.”

Solution

Mr.Bricolage had a clear objective: increase competitiveness and optimize margins. Finding the right balance between attractive pricing and solid profitability was essential for a network of independent entrepreneurs, each with their own market dynamics. Today, about 60% of members actively use DataStore to manage pricing and track competitive positioning, with 30% using it daily.

With DataStore, Mr.Bricolage’s pricing strategy now revolves around three key pillars:

• Automated Pricing Intelligence:Real-time access to competitor prices enables faster, better-informed decisions across the 30,000 SKUs tracked in DataStore.
• Better Data Integration:Seamless compatibility with existing tools enables optimal use of pricing insights.
• Accessible and Intuitive Interface:A platform designed for both store managers and central teams. Access to consolidated data has boosted confidence in pricing decisions, helping members adjust prices more quickly and respond more effectively to market trends.
• Price Gap Tracking:An essential tool to quickly spot necessary price adjustments in stores. “The most-used feature is probably the competitor price gap tracking - it helps identify adjustments to make in-store quickly,” says Alice Simonnet.
• Centralized Price View:A solution that shows how many stores are affected by a specific price, helping pricing teams adapt their strategy accordingly. “At headquarters, we also use the price view to identify how many stores are affected by a given price.”

“The main advantage is the time saved in analysis and price repositioning thanks to consolidated, actionable data.”

Alice Simonnet

Pricing Analyst

Results

Since implementing DataStore, Mr.Bricolage has made significant progress in pricing and market positioning:

• Responsive Competitive Alignment:Access to competitor price data has helped Mr.Bricolage better position its pricing, especially on strategic products. “Having access to this data improved our price indices. For example, on sensitive products, our alignment is within +/- 2 percentage points compared to key competitors. Reacting quickly to competitor price changes would’ve been far more complex without a tool like DataStore.”
• Fast and Effective Decision-Making:One of the main benefits has been time saved in price analysis and repositioning. “The main advantage is the time saved in analysis and price repositioning thanks to consolidated, actionable data.” With centralized and real-time data, pricing, product, and store teams can fine-tune their strategy and adjust prices based on market trends. “Since using DataStore, we can quickly analyze price gaps and adjust them in a more responsive manner.”
• Measurable Business Impact:“The solution has allowed us to make data-driven decisions instead of relying on gut feeling, which has improved store performance and price optimization,” explains Alice Simonnet. While many factors affect commercial performance - seasonality, local dynamics, competition - DataStore has played a key role in improving pricing responsiveness and precision. These optimized adjustments have contributed to Mr.Bricolage’s overall competitiveness in the market.

Conclusion

Implementing Wiser’s DataStore solution has been instrumental in addressing the pricing strategy challenges at Mr.Bricolage. With increased visibility into market prices and automated competitor analysis, the company can now adjust prices more quickly and accurately. This has led to a notable improvement in the strategic positioning of stores and in aligning prices with key competitors - strengthening Mr.Bricolage’s market position.

Mr.Bricolage teams now benefit from a centralized, user-friendly platform. The pricing management process has become significantly more efficient, and price adjustments are now made proactively, contributing to better margin control and a stronger position in an ever-evolving market.