When complexity meets clarity at the speed of retail

As the leading distribution network in heating, sanitary facilities, electrical equipment, and tiling, ALGOREL plays a key role in connecting brands, professionals, and solutions across the market. Since 2019, ADDRETAIL has been a trusted partner in that journey, working alongside ALGOREL to strengthen their network and bring their retail story to life.

The Briefing

ALGOREL needed to replace its legacy supplier data collection tool used for annual catalog production.

The existing solution had become inefficient, rigid, and frustrating for both internal teams and suppliers. Data risks were increasing. User experience was declining. And yet the deadline was fixed.

The mission was clear. The platform needed to be rebuilt entirely from scratch, with a strong focus on reliable and structured product data collection. At the same time, usability had to be improved for all users, with a firm deadline to go live before the supplier enrichment phase starting on February 2^nd.

No fallback scenario.
No extension possible.

The challenge was twofold.

First, redesign and rebuild a business-critical platform in just three months, without disrupting the annual catalog timeline.

Second, create one seamless platform serving two fundamentally different user groups:

• Admin users configuring data models, business rules, and workflows

• 100+ suppliers entering and enriching detailed product data

The system had to manage complex business logic in the background, while remaining intuitive and frictionless.  

Powerful under the hood.
Effortless in experience.

Scalable. Robust. Ready from day one.

The Story

ADDRETAIL made a bold choice early on: do not patch the past, build the future.

Rather than improving the outdated tool, we designed and developed a completely new application in-house. Strategy, UX, development, and project management moved as one team, aligned, agile, focused.

The platform integrates two distinct but connected environments:

• An admin interface to configure product requirements, manage validation flows, and monitor progress through dashboards

• A supplier interface with a structured, guided enrichment journey ensuring data completeness and consistency

Instead of unveiling the solution at the end, we worked in short feedback loops with ALGOREL. Frequent demos. Real-world testing. Continuous refinement.

Mid-January: full validation.
February 2: go-live.
Right on time.

The Results

During the first enrichment cycle:

• 100+ suppliers actively adopted the platform

• 1,000+ product references were successfully encoded

• Data collection aligned seamlessly with catalog production requirements

The first enrichment cycle confirmed it: the platform works, suppliers adopted it, and the catalog production process is now supported by structured, reliable data.

And this is only the start.

With the foundation in place, ALGOREL and ADDRETAIL are already looking ahead to the next iterations, continuing to refine, expand, and evolve the platform as the network grows.