E' una vera e propria rivoluzione contro gli elettrodomestici che si rompono.
Per questo si sono inventati una garanzia decennale non di sostituzione ma (appunto!!) di RIPARABILITA'. In pratica recuperano la riparabilità come valore commerciale su cui costruire campagne di fidelizzazione della clientela. Questo è il Groupe SEB France.
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| Groupe SEB |
Ma questa strategia del gruppo SEB Viene da lontano: infatti fin dal 2008 esso ha intrapreso una strategia di durabilità dei propri apparati attraverso una garanzia decennalke di RIPARAZIONE e non di SOSTITUZIONE.
Ha introdotto officine di riparazione e "Repair café" creando migliaia di posti di lavoro locali e guidato cmapagne contro l'obsolescenza programmata sia dirette al pubblico e alla clientela, per far capire il valore della riparabilità degli apparati, sia verso la politica, senza aspettare un obbligo legislativo, anczi anticipandolo, arrivando all'incredibile successo della introduzione del reato di Obsolescenza programmata nella legislazione francese da parte del Ministro per l'ecologia, Sègolène Royale, con la legge per la Transizione Energetica e la crescita Verde (legge 2015/992 https://www.ecologique-solidaire.gouv.fr/sites/default/files/0-_Expose_des_motifs.pdf )
che ha determinato un movimento popolare contro i prodotti che si rompono e una vera e propria strategia economica e sociale per dire ALT! all'Obsolescenza Programmata https://www.halteobsolescence.org/ )
Questa strategia ha valso al Gruppo SEB il prestigioso EBA (European Business Award) 2018 per innovazione e sostenibilità.
La spiegazione della strategia e della struttura del programma di riparazione dei loro apparati da parte del Gruppo SEB è molto articolata.
TANTO DI CAPPELLO!
Questa è la spiegazione in inglese della loro strategia.
Groupe SEB has forged over the years a leadership position as the world reference in Small Domestic Equipment. This sector covers cookware and small electrical appliances, accounting respectively for approximately 30% and 70% of its sales. Its mission is making consumers’ everyday lives easier and more enjoyable and contributing to better living all around the world.
“Repairing rather than throwing away”: this is the leitmotiv that guides the innovative repairing policy of Group SEB, a pioneer in this field.
This action is beneficial for the consumer (economic interest), for the environment (reduction of resources consumed and waste) and for the Group (new brand content and cost reductions). Therefore, Groupe SEB did not wait for the vote of the French law against planned obsolescence to work in favour of extending the use phase of its products. After a test phase carried out on two brands in 2015, the Group extended its 10-year repairability policy in September 2016 to all its brands, in all countries (Tefal, Rowenta, Krups, Moulinex, Lagostina, All-Clad,...). The Group SEB became the European leader on repairability with remarkable figures. In 2016, 95.4% of the total volume of electrical appliances sold were at least mostly repairable and, above all, 74% were fully repairable.
The 10-year repairability policy came to life through an innovative approach, which took around 7 years to make our range of products repairable by putting eco-design into practice, by re-thinking our spare parts network and by implementing a worldwide network of repair centers. Our commitment is transparent to our consumers thanks to: the “10-year repairable product” logo on most of our products’ packaging, the communication on our brands’ websites, the list of our 6.500 approved repair centers. This gives to the Group a competitive advantage in the short-term, by answering new consumers trends on repairability and, at the same time enhances consumer loyalty, giving a long-term competitive advantage to Groupe SEB. The Group keeps developing, in a pro-active way, this approach by improving its spare parts management, while no competitor provides a similar service and no laws against planned obsolescence have been implemented in the European Union yet.
This innovative strategy exceeds legislative requirements, prevents anthropogenic damages and gives at the same time strong competitive advantages to the Group. Now, the Group wants to gain recognition on the fight against planned obsolescence. Groupe SEB works closely with the WWF to improve its sustainable development strategy and makes part of different conventions, with “Les amis de la Terre” (Friends of the Earth), Zero Waste France, or “Halte à l’obsolescence programmée”(Stop planned obsolescence). By winning this category, the Group aims at becoming a European influencer on this field in order to inspire other companies to develop similar practices.
Repairability definitions:
- Mostly repairable: one or two parts at most are not available or cost more than half of the product’s price, and this/these part(s) account for less than 20% of the risk of faults. - Fully repairable: 100% of faults are repairable, all the components that can be replaced are available and none cost more than half the price of the product.
The leadership identified a triple opportunity. Firstly, they noticed that the suspicion of planned obsolescence in the small domestic appliances market was reducing consumer’s confidence in all the brands, this was the occasion to regain their trust. Indeed, today repairability is a criterion of choice for 78% of French consumers*. Secondly, there were no laws against planned obsolescence, and this was the opportunity for the Group to differentiate itself from its competitors. Finally providing repairable products allows to cut down after sales service costs: instead of exchanging products under warranty (which often only have minor defects) for a new product, the Group repairs them, which is, on average, a cheaper solution. This policy is backed by the highest levels of management since 2008. It was implemented by the Consumer Satisfaction Department which was the cornerstone of this project that involved the whole Group.
2 b) The key benefits that have been delivered to existing customers and the potential growth available from new or expanded segments. This policy answers the increasing desire of consumers to repair. By reducing the price of spare parts by 30%, the Group increased the number of products out of warranty repaired in certified centers by 24% in Europe since 2014, allowing more consumers to save money by repairing instead of buying. This first kind of multi-brand policy (Krups, Moulinex, Tefal, Rowenta, SEB…), has strong impacts: - In the short run, the “10-year repairable product” logo gives to the products a strong competitive advantage: an internal survey carried out in 2016 found that 8% of consumers were likely to change their minds and opt for a repairable product before buying** - In the long run, the policy enhances customer loyalty.
This leads our consumers to buy other products with the repairability logo and to increase the re-purchase rate of our products after their end of life.
2 c) How the people in the organisation, other stakeholders and the community in which the organisation operates benefitted.
Inside the organisation the repairability project gave the opportunity to the innovation teams to learn new skills on eco-design. The purchasing department saved money thanks to the standardization of spare parts and the marketing department benefits from a new brand content.
The reorganisation of the activity to develop repairability contributes to local employment and has a positive social impact: - Group SEB estimates that 10.000 full-time equivalent jobs have been created within the network of 6500 repair centers. - In India, a specific mobile application was created to allow customers to book a repair time slot at home. - In France, Groupe SEB signed a partnership with Envie, an association of the Social and Solidarity Economy which promotes social inclusion through work. The association now repairs returned products under warranty and sell them at discounted prices to low-income consumers.
2 d) The key innovations that have delivered your success. A thorough work on eco-design was carried out with all the different departments of the company to make this project come true. The research on eco-design allowed to manufacture easy to dissemble and to reassemble products, and to implement a cross-product standardization of parts. These two key innovations reduced reparation costs. At the same time Group SEB rethought its spare-parts management. The cost of parts was cut down by 30% in 2012, the group has a dedicated warehouse that stocks 6 million of spare parts for the entire world. In order to improve the management of spare parts, the Group invested in 3D printing, and efficient and economical solution. All these processes allow Group SEB to propose a mature repairability policy which aims at making reparation cheaper than replacement.
2 e) The scale and scope of future opportunities that are envisaged. Today the first objective is to increase public awareness about the possibility and the advantages of repairability. Beyond classic communication, the Group considers involving different stakeholders. - With the distributors, organizing in-store repair workshops is a win-win solution: for the Group, which communicates on repairability, for the distributor, which increases in-store traffic, and for the client who saves time. - Directly with our consumers, the Group increases the number of auto-reparation tutorial videos available on our brands websites, which allows consumers to repair at home their own appliances. - With the Repair Café movement, which promotes repairability. Nevertheless, the Group keeps improving its spare parts management, by expanding the 3D printing technology to 2500 potential references, and by creating a new network of warehouses to stock spare-parts in Europe, Asia and Latin America. The Group considers involving more NGOs in its environmental initiative, as he does with WWF.
2 f) Outline the organisations environmental strategies and how they contribute to the social environment in which it operates. Repairability is one of the focal points of the Group’s eco-design guide which aims at reducing the environmental footprint of Groupe SEB products throughout their life cycle. This guide is composed of 7 eco-design areas chosen by Groupe SEB: Potential recyclability, Use of recycled materials, Use of biobased polymers, Unpopular substances/materials, Repairability, Energy efficiency, Reducing the transport carbon footprint. The eco-design guide is a key tool in meeting the 2020 environmental targets set in 2013: • 20% less energy consumption by electrical goods. Progress: the Group has identified the product families with the greatest impact in terms of energy consumption. • 20% less energy consumption by the production sites. Progress: 13% reduction at constant scope; • at least 20% recycled materials in new products. Progress: 37% for the products manufactured by the Group; • 20% fewer greenhouse gas emissions from product transport (per sold product). Progress: 24% reduction.
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Per le foto ufficiali dall'European Business Awards Gala cliccare qui https://www.businessawardseurope.com/gallery/set/27564
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