Leroy Merlin earns customer trust through the whole funnel

Leroy Merlin is nowadays a name that echoes in every household. Born with a 100% customer-centric strategy, the store has become heaven for the do-it-yourself seeker; a place where everyone can find the products and specialized advice they require, whatever their desires, needs, or level of expertise may be.

Their clients are also certainly unique. “Our customers, they prefer to interact with salespeople before they make a purchasing decision,” explains Francis Baloyi, Digital Ambassador at Leroy Merlin South Africa. “They need to know if the tile for their bathroom is the right texture and color, if the power drill will properly do the job they want, if the wood is the right thickness, etc.”

Furthermore, home improvement products don’t score many reviews, which means there is little fellow customer information out there to push the customer towards a confident purchase. Consequently, Leroy Merlin faces the challenge of targeting the right audiences while convincing them that online shopping does work for home improvement or DIY, and that they can buy the right products for their home or projects online. In this challenging mission they joined forces with Criteo.

Reaching new audiences and new objectives

Leroy Merlin focused on taking retargeting to the next level with Criteo’s Dynamic Retargeting solution and its Similar Audience targeting option. “We were able to target not only users who browsed our website and added items to their cart, but also users who have never been to our website but behaved similarly to those audiences that did and purchased. All this has proven very effective and delivered an impressive ROI and performance,” highlights Baloyi. The audience they are reaching now is wider but still accurate, and they can work on creative and unique ads that offer confidence not only in the brand advertising, but also in the home improvement and DIY category.

This campaign’s success has Leroy Merlin exploring the other tools and features that Criteo’s platform offers to achieve other marketing goals and upgrade their whole full-funnel game.