{"id":4727,"date":"2022-06-18T10:40:00","date_gmt":"2022-06-18T08:40:00","guid":{"rendered":"https:\/\/www.seenaps.fr\/?p=4727"},"modified":"2025-05-20T12:27:02","modified_gmt":"2025-05-20T10:27:02","slug":"marketplaces-a-powerful-tool-for-franchises","status":"publish","type":"post","link":"https:\/\/www.seenaps.fr\/en\/marketplaces-a-powerful-tool-for-franchises\/","title":{"rendered":"Marketplaces: a powerful tool for franchises"},"content":{"rendered":"
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Marketplaces are increasingly appealing to franchise networks. These platforms provide new, highly attractive sales channels with numerous benefits for network leaders.<\/strong><\/p>\n<\/div><\/section>\n\n

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Two main types of marketplaces<\/h2>\n<\/div><\/section>\n\n
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The first type enables a network to unify its franchisees\u2019 offers and sell them under a single umbrella.<\/p>\n<\/div><\/section>\n\n

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It allows for a consistent brand strategy with enhanced visibility and provides better tracking of each point of sale\u2019s activity.<\/p>\n<\/div><\/section>\n\n

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In this case, the marketplace becomes a monitoring and analysis tool. It then provides qualified and quantified data to shape and adapt the brand\u2019s commercial strategy.<\/p>\n<\/div><\/section>\n\n

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A concrete example recently observed is that of the Cash Converters network, which successfully brought together 120 stores on its marketplace. Meanwhile, the Echelle Europ\u00e9enne<\/a> network leveraged its marketplace to expand its related product range\u2014without carrying any stock in-store…<\/p>\n<\/div><\/section>\n\n

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The second form of Marketplace, B2B, brings together tools and services available to a network’s franchisees. Managed by the network head, this platform, dedicated exclusively to its brand’s members, offers, for example, new digital communication tools for its franchisees, negotiated at preferential rates, consistent and chartered services for its entire network, centralized procurement, etc.<\/p>\n<\/div><\/section>\n\n

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In both cases, the marketplace operator is the network\u2019s headquarters.<\/p>\n<\/div><\/section>\n\n

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Key technical choices to be made<\/h2>\n<\/div><\/section>\n\n
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It is strategically important, first, to carefully choose the marketplace provider. This partner will create the online sales site\u2014the cornerstone of the customer relationship. They must fully understand the technical challenges of the solution to be deployed, as well as its interaction with the brand\u2019s existing information and logistics systems (ERP \u2013 Enterprise Resource Planning, PIM \u2013 Product Information Management, WMS \u2013 Warehouse Management System…).<\/p>\n<\/div><\/section>\n\n

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Secondly, it\u2019s essential to be supported by a payment service provider (PSP), as the platform functions first and foremost as an online transaction hub. The chosen PSP must be able to legally handle three-way payment flows between customers, franchisees, and headquarters.<\/p>\n<\/div><\/section>\n\n

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For clear advantages\u2026<\/h3>\n<\/div><\/section>\n\n
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Several use cases highlight how these platforms are ideal for testing new product lines or ranges\u2014without holding stock and with a very fast time-to-market. They also have many advantages for increasing visibility (SEO) due to the breadth of the product catalog and the uniqueness of the product pages (which must comply with strict requirements). Lastly, the quality of customer data collected and centralized through the marketplace allows for a more optimized and personalized customer relationship strategy.<\/p>\n<\/div><\/section>\n\n

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\u2026coupled with service obligations\u2026<\/strong><\/h3>\n<\/div><\/section>\n\n
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However, a marketplace must be actively managed. Product catalogs need to be maintained, product descriptions standardized, services organized, stock monitored, and prices defined. Then, sales must be tracked, performance analyzed, and strategies developed accordingly. Simultaneously, brand visibility, SEO, and SEA positions must be continuously refined. This requires dedicated and skilled human resources.<\/p>\n<\/div><\/section>\n\n

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\u2026and key watchpoints to consider<\/h3>\n<\/div><\/section>\n\n
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The franchisor\/franchisee relationship is unique. It is based on a fragile balance of trust and expectations. When deploying a marketplace, one must ensure:<\/p>\n<\/div><\/section>\n\n

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  • the development of a true company culture,<\/li>\n\n\n\n
  • the promotion of group belonging and a spirit of solidarity,<\/li>\n\n\n\n
  • the perception of the network brand as a genuine opportunity for visibility and promotion,\u00a0<\/li>\n\n\n\n
  • full transparency regarding ownership of customer data.<\/li>\n<\/ul>\n<\/div><\/section>\n\n
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    As you can see: a marketplace is a powerful asset for a network to remain competitive. It also positions franchise brands as players in a true omnichannel strategy across their points of sale. A differentiating element that helps strengthen the network, attract new franchisees, and generate additional business.<\/p>\n<\/div><\/section>\n\n

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    Michel Faillie, director of the Seenaps offering<\/strong>.<\/p>\n<\/div><\/section>","protected":false},"excerpt":{"rendered":"

    Marketplaces are increasingly appealing to franchise networks. These platforms provide new, highly attractive sales channels with numerous benefits for network leaders. Two main types of marketplaces The first type enables a network to unify its franchisees\u2019 offers and sell them under a single umbrella. It allows for a consistent brand strategy with enhanced visibility and […]<\/p>\n","protected":false},"author":1,"featured_media":2403,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[54],"tags":[],"acf":[],"yoast_head":"\nMarketplaces: a powerful tool for franchises - Seenaps<\/title>\n<meta name=\"description\" content=\"Franchise networks embrace marketplaces to unify sales, boost visibility, and drive performance through digital tools.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.seenaps.fr\/en\/marketplaces-a-powerful-tool-for-franchises\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketplaces: a powerful tool for franchises - Seenaps\" \/>\n<meta property=\"og:description\" content=\"Franchise networks embrace marketplaces to unify sales, boost visibility, and drive performance through digital tools.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.seenaps.fr\/en\/marketplaces-a-powerful-tool-for-franchises\/\" \/>\n<meta property=\"og:site_name\" content=\"Seenaps\" \/>\n<meta property=\"article:published_time\" content=\"2022-06-18T08:40:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-20T10:27:02+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.seenaps.fr\/app\/uploads\/2024\/02\/article-market-place-au-service-de-la-franchise-800x400-1.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Hiboost\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Hiboost\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.seenaps.fr\/en\/marketplaces-a-powerful-tool-for-franchises\/\",\"url\":\"https:\/\/www.seenaps.fr\/en\/marketplaces-a-powerful-tool-for-franchises\/\",\"name\":\"Marketplaces: a powerful tool for franchises - 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