Boosting Marketing ROI: Chomette's Data-Driven Success Story in Hospitality Equipment

For over 145 years, Chomette has served as the leading supplier for the hospitality and catering industries throughout France, Belgium and Luxembourg. The company wanted to enhance its customer data to better understand its audience and deliver more targeted, effective marketing campaigns.

COMPANY
Chomette (part of ECF Group)
Headquartered in Grigny, France

PRODUCTS
Catering and Kitchen Equipment, Hygiene & Maintenance, Electrical Equipment, Furniture, Large Kitchen Equipment

chomette.com/fr_fr/

THE CHALLENGE

Chomette serves a diverse range of clients — from cafés and hotels to restaurants and bakeries — across multiple European markets. But this diversity made growth more complex: not all operators behave the same way, offer the same opportunity, or respond to the same approach. To scale effectively, Chomette needed to improve its market typology: a structured way to segment and understand its universe of customers based on outlet type, potential, and relevance.
They faced three key challenges:

Data gaps: A lack of granular, reliable and precise data on relevant outlets across its operating regions.

Unclear targeting: Difficulty identifying and targeting the specific locations with the highest growth potential, limiting marketing focus.

Ineffective outreach: A limited capacity to reach high-priority prospects with the right message at the optimal moment.

Merging external market data with internal historical data created detailed, 360° customer profiles, enabling granular segmentation and more targeted, higher-converting marketing campaigns.

Datassential data acted as a critical validation layer, enriching incomplete CRM records with verified insights to improve data integrity and reduce wasted sales effort.

Close collaboration with Datassential’s data science teams enabled ongoing optimisation and effective data use, driving increased efficiency and superior business outcomes.

“Thanks to Datassential’s database, we enrich our customer knowledge everyday by complementing users’ manual entries.”

– Benjamin Blassiau, Chief Information & Data Officer at ECF Group

99% data completion: Nearly all outlets are now accurately classified and enriched, giving a complete view of the market and removing guesswork from targeting.

Actionable insights: Integration of revenue and granular data for better strategic forecasting.

Targeted marketing: A shift from “mass” to “precision,” resulting in more efficient spending and higher conversion rates.

Chomette will enhance customer relationships through deeper personalisation and localised engagement, driven by its data-driven strategy.

Chomette and its parent company, ECF Group plan to roll out these successful data-driven methodologies internationally.

The international scaling will target ECF Group subsidiaries in Italy, Spain, and Germany, as well as operations in Dubai and Australia.

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