Leroy Merlin Marketing Strategy 2024: A Case Study

Leroy Merlin is a leading French omnichannel retail brand in the DIY and home improvement industry. They are part of Adeo, the third-largest DIY market player globally. With a focus on innovative omnichannel customer experiences, Leroy Merlin France has seen significant growth in their digital sales, making them one of the top e-commerce websites in France. Their marketing strategy revolves around transparent retargeting campaigns with a strong return on ad spend (ROAS) and a focus on brand safety. The campaigns have successfully increased conversion value and allowed Leroy Merlin to triple their campaign budget.

When it comes to Leroy Merlin’s marketing strategy, their advertising tactics are designed to create maximum impact and reach. They utilize various channels, both online and offline, to effectively communicate their brand message and attract customers. Through targeted advertising campaigns, Leroy Merlin ensures that their products and services reach the right audience at the right time, driving engagement and sales.

Leroy Merlin’s branding approach is centered around creating a strong and recognizable brand identity. They focus on delivering consistent branding across all touchpoints, from their website and social media channels to their physical stores. By building a cohesive and memorable brand image, Leroy Merlin fosters a sense of trust and loyalty among their customers, positioning themselves as a reliable and reputable brand in the DIY and home improvement industry.

In terms of promotional methods, Leroy Merlin adopts a multi-faceted approach. They leverage various marketing channels, such as email marketing, social media advertising, and influencer collaborations, to promote their products and engage with their target audience. By staying active on digital platforms and staying up to date with the latest trends, Leroy Merlin effectively captures the attention of their customers and drives them to make purchases.

A crucial component of Leroy Merlin’s marketing strategy is their digital marketing plan. They recognize the importance of leveraging technology and digital platforms to reach their target audience effectively. With a well-defined digital marketing plan in place, Leroy Merlin utilizes tools and techniques such as search engine optimization (SEO), pay-per-click (PPC) advertising, and social media marketing to enhance their online visibility and drive customer engagement.

Market positioning is a key aspect of Leroy Merlin’s marketing strategy. They focus on differentiating themselves from their competitors by offering unique products and services, superior customer service, and innovative solutions. By identifying their target market’s needs and preferences, Leroy Merlin positions themselves as the go-to brand for DIY and home improvement, solidifying their market presence and driving customer loyalty.

Key Takeaways:

  • Leroy Merlin’s marketing strategy focuses on transparent retargeting campaigns and brand safety.
  • Their advertising tactics aim to create maximum impact and reach across various channels.
  • Leroy Merlin emphasizes consistent branding to build trust and loyalty among customers.
  • They leverage multiple promotional methods, including email marketing and social media advertising.
  • Digital marketing is a significant component of their strategy, utilizing SEO, PPC, and social media marketing.
  • Market positioning is crucial to Leroy Merlin, offering unique products and superior customer service.

The Challenge and Solution

To improve the performance of their retargeting activities, Leroy Merlin France faced the challenge of enhancing transparency, ensuring brand safety, and controlling client exposure. In order to achieve their ROAS performance objectives, they decided to partner with RTB House, a renowned digital advertising company. This collaboration aimed to complement their existing channels and optimize their retargeting campaigns.

The campaign employed classic retargeting banners that showcased relevant products to individual clients. By leveraging precise audience targeting and optimization techniques, Leroy Merlin France sought to maximize the effectiveness of their retargeting efforts. The goal was to compel potential customers to revisit their website and make a purchase.

The collaboration with RTB House proved to be a strategic solution, surpassing the expectations set by Leroy Merlin France. The retargeting campaign achieved remarkable results, demonstrating a threefold increase in Return on Ad Spend (ROAS) and a ninefold increase in conversion value from retargeting ads. This success can be attributed to the effective utilization of retargeting banners and the implementation of data-driven strategies.

By strategically engaging customers who had previously shown interest in their products, Leroy Merlin France effectively optimized their retargeting activities. The partnership with RTB House played a crucial role in achieving the desired ROAS performance objectives, contributing to Leroy Merlin’s overall marketing success.

Overall, the challenge of improving retargeting activities was met with a successful solution through the collaboration with RTB House. Leroy Merlin France’s commitment to transparency, brand safety, and client exposure control, combined with the expertise of their partner, allowed them to achieve remarkable results and enhance their overall marketing performance.

Leroy Merlin’s Customer Engagement Strategy

As Leroy Merlin’s customer base continues to shift towards online shopping, the company has recognized the importance of actively engaging with customers throughout their purchasing journey. Customers value the ability to receive assistance with technical questions, product specifications, logistics, and delivery. Leroy Merlin has focused on providing a seamless and personalized online shopping experience, ensuring that customers feel supported and informed throughout the entire process.

Personalized Assistance for Enhanced Online Shopping Experience

Leroy Merlin understands that the key to exceptional customer engagement lies in providing personalized assistance. To meet this need, they have implemented various customer support measures, such as live chat, virtual consultations, and dedicated helplines. By offering real-time assistance, customers can receive immediate guidance and clarification on their inquiries, adding convenience and reassurance to their online shopping experience.

Seamless Access to Product Information

One of the challenges customers face while shopping online is limited access to product information. Leroy Merlin tackles this issue by providing detailed and comprehensive product descriptions, specifications, and images on their website. This empowers customers to make informed decisions without needing to visit a physical store. Additionally, customer reviews and ratings contribute to the transparency and reliability of the information, further enhancing the online shopping experience.

Efficient Logistics and Delivery Management

Logistics and delivery play a crucial role in customer satisfaction. Leroy Merlin ensures smooth and efficient logistics by utilizing reliable shipping partners and providing accurate tracking information. Customers can easily monitor the progress of their orders, ensuring transparency and reducing any anxieties related to delivery. By prioritizing speed and reliability, Leroy Merlin creates a positive customer experience from the moment of purchase to the receipt of the product.

Proactive Customer Engagement Initiatives

Leroy Merlin takes a proactive approach to engage with customers throughout their online shopping journey. They implement strategies such as personalized email campaigns, targeted promotions, and loyalty programs to maintain an ongoing relationship with their customers. By continuously providing value, Leroy Merlin aims to go beyond transactions and foster long-term customer loyalty.

Benefits of Leroy Merlin’s Customer Engagement Strategy
Enhanced customer satisfaction and loyalty
Increased customer confidence in online purchases
Reduced customer service inquiries and concerns
Improved brand perception and reputation
Higher conversion rates and repeat purchases

The Power of Leroy Merlin’s Brand

Leroy Merlin is a prominent brand in the home improvement and gardening retail industry, with a strong presence in Europe. As a leading home improvement retailer, Leroy Merlin caters to a vast customer base, serving over 300 million customers worldwide. The brand’s reputation and market presence have been instrumental in their success within the industry.

Leroy Merlin sets itself apart by prioritizing innovation and sustainability. The company collaborates closely with employees and partner associations to develop products and services that enable people to live better and in a more sustainable way. This commitment to offering quality and eco-friendly solutions has solidified Leroy Merlin’s position as a trusted brand in the home improvement market.

With a wide range of products and a customer-centric approach, Leroy Merlin continues to expand its European market presence. The brand understands the importance of providing customers with reliable and durable products for their home improvement needs, ensuring their homes are safe, comfortable, and aesthetically pleasing.

By consistently delivering on their brand promise, Leroy Merlin has gained the trust and loyalty of millions of customers. The company’s commitment to excellence and customer satisfaction has helped establish Leroy Merlin as a leader in the home improvement and gardening retail industry, both in Europe and globally.

Leroy Merlin’s Integrated Project Management Tool

Leroy Merlin France recognized the need to optimize their working processes and enhance efficiency in their legal department. To achieve this, they implemented Asana, a robust project management tool. The implementation of Asana revolutionized their project management workflow, replacing the outdated reliance on basic tools like emails and spreadsheets.

Before Asana, the legal department faced numerous challenges, including time-consuming project management and limited visibility. This hindered their ability to collaborate effectively and mitigate risks. However, Asana provided the solution they needed. It offered a centralized platform for seamless collaboration, automating the reporting process and providing clear visibility of work in progress.

With Asana, Leroy Merlin France optimized their working processes and achieved improved efficiency. The legal department experienced a significant shift in their workload, allowing them to focus more on strategic tasks rather than getting caught up in administrative work.

The Benefits of Asana Implementation:

  • Centralized Collaboration: Asana provided a centralized platform for the legal department, enabling seamless collaboration and real-time communication. This streamlined their workflow and eliminated the need for time-consuming manual coordination.
  • Automated Reporting: Asana’s automation capabilities simplified the reporting process for the legal department. Reports that used to take hours to compile can now be generated with a few clicks, saving valuable time and reducing the risk of errors.
  • Clear Visibility: With Asana, the legal department gained clear visibility into ongoing projects. They can easily track progress, deadlines, and dependencies, ensuring that everyone is on the same page and no critical tasks are overlooked.
  • Optimized Workload: By streamlining their working processes and automating repetitive tasks, Asana enabled the legal department to optimize their workload. This has resulted in improved productivity, reduced stress, and the ability to deliver projects more efficiently.

Overall, the implementation of Asana has transformed Leroy Merlin’s legal department, empowering them to work more collaboratively, efficiently, and strategically. With optimized working processes, they can drive projects forward, meet deadlines, and contribute to the overall success of the organization.

Benefits of Asana Implementation Details
Centralized Collaboration Seamless collaboration and real-time communication
Automated Reporting Simplified reporting process with automation capabilities
Clear Visibility Track progress, deadlines, and dependencies
Optimized Workload Streamlined processes and reduced manual effort

Smart Collaboration and Efficiency at Leroy Merlin

Smart collaboration is a key focus at Leroy Merlin, as it enables teams to work more effectively and achieve their goals. Leroy Merlin’s legal department collaborates with other business departments, and the implementation of Asana has facilitated effective information sharing and improved productivity. By connecting with existing tools through Asana’s integrations, Leroy Merlin has eliminated unnecessary manual effort and optimized their working processes. The legal department benefits from clear visibility of tasks and priorities, enabling them to deliver projects efficiently and maintain consistency across the team.

Streamlined Processes for Enhanced Efficiency

Implementing Asana has enabled Leroy Merlin to streamline their processes, leading to improved efficiency throughout the organization. By centralizing project management and task assignment, Asana eliminates the need for manual coordination and reduces the risk of miscommunication. With a clear and intuitive interface, Asana allows team members to easily access information, collaborate in real-time, and stay updated on project progress. As a result, Leroy Merlin’s legal department can work more efficiently, meet deadlines, and deliver high-quality outcomes.

Effective Collaboration for Optimal Results

Leroy Merlin recognizes the importance of collaboration for achieving optimal results. Through Asana, the legal department can collaborate seamlessly with other teams, ensuring alignment and coordinated efforts. Asana’s integration capabilities allow teams to connect with existing tools and share information effortlessly, promoting a collaborative work environment. By breaking down silos and fostering cross-functional collaboration, Leroy Merlin enhances efficiency, productivity, and ultimately, the success of their projects.

Integrating Asana into their workflow has revolutionized collaboration and efficiency at Leroy Merlin. With streamlined processes and effective information sharing, teams can work together seamlessly to achieve their goals. By prioritizing smart collaboration, Leroy Merlin has created a culture of efficiency and productivity, driving their continued success in the competitive retail industry.

Leveraging Asana for Strategic Projects

Leroy Merlin’s legal department is always engaged in several strategic projects at any given time. To ensure efficiency and coordination, they rely on Asana, a powerful project management tool. By setting rules within Asana, the legal team can leverage automation to simplify, support, and expedite their processes. This automation not only saves valuable time but also reduces the risk of human error.

One of the key features of Asana is the portfolio view, which allows the legal team to have a holistic understanding of all ongoing projects. They can effectively manage their workload, assess potential risks, and allocate resources accordingly. The portfolio view provides transparency and clarity, facilitating informed decision-making and enabling the team to stay on track with their strategic objectives.

With Asana, Leroy Merlin’s legal department can maintain consistency in their projects by linking goals and tasks. This fosters better collaboration with stakeholders from other departments, ensuring that everyone is aligned and working towards the same objectives. Asana’s integration capabilities enable seamless information sharing, enhancing cross-functional teamwork.

The rules and automation features in Asana allow Leroy Merlin’s legal team to standardize their processes, ensuring that tasks are executed consistently and following predefined rules. This streamlines workflow, reduces bottlenecks, and improves overall efficiency. By automating repetitive tasks, team members can focus on higher-value activities, such as strategy and problem-solving.

Furthermore, Asana’s customizable dashboards and reporting functionalities provide real-time insights into project progress and performance. By gaining this visibility, Leroy Merlin’s legal department can identify bottlenecks, prioritize tasks, and make data-driven decisions. The comprehensive reporting capabilities allow for easy communication with stakeholders, providing updates on project milestones and achievements.

All in all, Asana is a powerful tool that enables Leroy Merlin’s legal department to effectively manage their strategic projects. The automation and rules features help streamline processes, enhance collaboration, and maintain consistency. The portfolio view and reporting functionalities provide clarity and visibility, empowering the team to make informed decisions and drive projects to successful completion.

Clarity and Visibility with Asana

At Leroy Merlin, Asana plays a crucial role in enhancing visibility and clarity, providing teams with a comprehensive overview of all their activities. The legal department at Leroy Merlin effectively utilizes the portfolio view in Asana to manage workloads, assess project risks, and prioritize tasks. Asana’s ability to provide a unified view of projects fosters consistency among team members and improves collaboration with stakeholders from different functions.

This enhanced visibility offered by Asana also facilitates productive discussions between the legal department, directors, and headquarters. Through clear project insights and progress tracking, the legal team can effectively demonstrate the tangible value they add to Leroy Merlin’s operations.

Furthermore, Asana allows for workload balancing by identifying busy periods and efficiently redistributing tasks. This ensures that the legal department can optimize their productivity and deliver exceptional results while maintaining a healthy work-life balance.

Improved Visibility and Comprehensive Insights

Asana’s intuitive interface and robust features provide Leroy Merlin’s legal department with the clarity they need to tackle complex projects. By gaining a comprehensive view of ongoing initiatives, team members can easily identify potential roadblocks, assess project risks, and make proactive adjustments.

The clear visibility offered by Asana ensures that the legal team has full control over their tasks, enabling them to manage their workload effectively and prioritize activities based on strategic objectives.

Enhanced Collaboration and Communication

Asana’s collaboration features promote streamlined communication and effective information sharing across departments. Legal team members can seamlessly collaborate with colleagues from different functions, leveraging Asana as a central point of reference for project-related discussions and updates.

With well-defined workflows and streamlined communication channels, Leroy Merlin’s legal department can maintain consistent progress and transparency throughout the project lifecycle. As a result, cross-functional collaboration becomes more efficient, ensuring projects are delivered on time and to the highest standards.

The intuitive nature of Asana’s interface simplifies the onboarding process for new team members and fosters a cohesive work environment where knowledge sharing becomes second nature.

Efficient Task Management and Workload Balancing

Asana allows Leroy Merlin’s legal department to optimize task management and workload balancing, ensuring that team members are assigned tasks that align with their expertise and availability. By effectively distributing workloads, team members can avoid experiencing excessive stress or burnout.

The legal team can leverage Asana’s prioritization features to identify critical tasks, allocate resources accordingly, and meet important deadlines. By actively monitoring workloads and redistributing tasks during busy periods, team members can maintain productivity and ensure a smooth workflow.

Through Asana’s intuitive platform, Leroy Merlin’s legal department can achieve both short-term efficiency and long-term success, while promoting overall well-being and professional growth.

Empowering Knowledge Sharing at Leroy Merlin

Leroy Merlin understands the significance of knowledge sharing and the retention of legal expertise within the organization. In order to achieve this, they harness the power of Asana as a platform to capture and disseminate collective legal knowledge. By utilizing Asana, new consultants have the opportunity to learn from the valuable experiences of past employees, enabling a seamless transition of knowledge and expertise. As regulatory landscapes constantly evolve, Leroy Merlin leverages the collective knowledge and skills of their legal team to remain prepared and effectively adapt to new laws and regulations. The ease of use and enhanced visibility provided by Asana empower Leroy Merlin to maintain a competitive edge in their industry and sustain long-term revenue growth.

Retaining Legal Expertise: Asana serves as a repository for the collective legal knowledge within Leroy Merlin, ensuring that vital expertise is preserved and accessible. The platform enables seamless collaboration and knowledge sharing among legal team members, fostering continuous growth and development.

Adapting to Regulatory Changes: The legal landscape is constantly evolving, with new laws and regulations emerging regularly. By leveraging Asana, Leroy Merlin’s legal team stays informed and prepared to adapt swiftly to regulatory changes, enabling the company to operate within the confines of the law and mitigate potential risks.

Leroy Merlin Marketing Strategy 2024: A Recap

Leroy Merlin’s marketing strategy for 2024 centers around three key success factors: innovative omnichannel customer experiences, transparency in retargeting campaigns, and brand safety. By embracing these principles, Leroy Merlin has achieved remarkable results, solidifying their position as a leader in the home improvement and gardening retail industry.

Innovative Omnichannel Customer Experiences

Leroy Merlin recognizes the importance of providing exceptional customer experiences across multiple channels. They have successfully integrated their online and offline touchpoints to offer seamless shopping journeys for their customers. Whether browsing their website, visiting a brick-and-mortar store, or engaging through their mobile app, Leroy Merlin ensures convenience and personalization at every step.

Transparency in Retargeting Campaigns

In their quest to optimize marketing campaigns, Leroy Merlin prioritizes transparency in their retargeting efforts. By providing customers with clear and relevant retargeting messages, they enhance brand trust and drive conversion. This strategy has resulted in higher return on ad spend (ROAS) and increased customer loyalty.

Brand Safety

Brand safety is a crucial aspect of Leroy Merlin’s marketing strategy. They diligently monitor advertising content to ensure it aligns with their values, providing a safe and trustworthy experience for customers. By rigorously maintaining brand safety standards, Leroy Merlin fortifies their reputation and fosters long-term customer relationships.

By collaborating with RTB House, a trusted partner specializing in retargeting campaigns, Leroy Merlin has unlocked significant growth in digital sales. Their campaign budget has tripled, and they have exceeded their ROAS performance objectives, showcasing the effectiveness of their marketing strategy.

In addition to their marketing efforts, Leroy Merlin’s emphasis on customer engagement, strong brand reputation, and efficient project management using Asana further contribute to their market success. By embracing a strategic approach and adapting to changing environments, Leroy Merlin has solidified their position as an industry leader.

Key Success Factors Results
Innovative Omnichannel Customer Experiences Enhanced customer satisfaction and loyalty
Transparency in Retargeting Campaigns Increased conversion rates and ROAS
Brand Safety Fortified brand reputation and customer trust
Collaboration with RTB House Significant growth in digital sales
Efficient Project Management using Asana Streamlined workflows and improved productivity


Leroy Merlin’s robust marketing strategy, centered around transparency, customer engagement, and efficient project management, has been instrumental in their remarkable success in the highly competitive home improvement and gardening retail industry. Through their strategic partnership with RTB House for retargeting campaigns and the implementation of Asana for streamlined project management, Leroy Merlin has achieved exceptional results.

By prioritizing innovation, nurturing their brand reputation, and focusing on delivering exceptional customer experiences, Leroy Merlin has positioned itself as a market leader. Their dedication to transparency in retargeting campaigns and brand safety has built trust with their customers, which has translated to increased conversion value and a significant return on ad spend (ROAS).

Looking ahead, Leroy Merlin is well-equipped for continued growth and market leadership. Their commitment to innovation in omnichannel customer experiences, coupled with their strong market positioning and efficient project management processes, gives them a competitive edge. With a solid foundation for success, Leroy Merlin is poised for future prospects that will further solidify their position as a dominant force in the home improvement and gardening retail industry.


What is Leroy Merlin’s marketing strategy?

Leroy Merlin’s marketing strategy focuses on innovative omnichannel customer experiences, transparency in retargeting campaigns, and brand safety. They aim to provide a seamless and personalized online shopping experience for their customers.

How has Leroy Merlin improved the performance of their retargeting activities?

Leroy Merlin partnered with RTB House to complement existing channels and achieve their return on ad spend (ROAS) performance objectives. By utilizing precise audience targeting and optimization, they have successfully tripled their campaign budget and increased conversion value from retargeting ads.

What is Leroy Merlin’s approach to customer engagement?

Leroy Merlin prioritizes customer engagement by providing a seamless and personalized online shopping experience. They focus on supporting customers throughout their purchasing journey by offering assistance with technical questions, product specifications, logistics, and delivery.

Why is Leroy Merlin’s brand reputation important?

Leroy Merlin’s strong brand reputation and market presence contribute to their success in the home improvement and gardening retail industry. They are a prominent brand with a large customer base and prioritize innovation and sustainability in their products and services.

How does Leroy Merlin optimize project management?

Leroy Merlin implemented Asana, a project management tool, to streamline their work processes and improve efficiency. Asana provides a centralized platform for collaboration, automates reporting processes, and offers clear visibility of work in progress.

How does Leroy Merlin promote smart collaboration?

Leroy Merlin promotes smart collaboration by connecting different business departments through Asana’s integrations. This enables effective information sharing, improves productivity, and eliminates unnecessary manual effort in project management.

How does Asana benefit Leroy Merlin’s legal department?

Asana simplifies project management for Leroy Merlin’s legal department by providing a portfolio view that allows efficient workload management, risk assessment, and clear understanding of project details. It improves collaboration with stakeholders from other departments and facilitates informed decision-making.

How does Asana enhance visibility and clarity at Leroy Merlin?

Asana provides a comprehensive overview of all activities, allowing teams at Leroy Merlin to have visibility and clarity. The portfolio view helps manage workload, assess risks, prioritize tasks, and foster consistency across the team. It also facilitates discussions with directors and headquarters, highlighting the value added by the legal team.

How does Leroy Merlin ensure knowledge sharing within the organization?

Leroy Merlin utilizes Asana as a platform to capture and share collective legal knowledge, ensuring that legal expertise is retained within the organization. This enables new consultants to learn from past experiences and helps Leroy Merlin stay prepared and adapt to changes in regulatory landscapes.

What are the key factors in Leroy Merlin’s marketing success?

Leroy Merlin’s marketing success can be attributed to their focus on innovative customer experiences, transparency in retargeting campaigns, brand safety, customer engagement, strong brand reputation, and effective project management through Asana.

What is the outlook for Leroy Merlin’s marketing strategy in the future?

Leroy Merlin is well-positioned for continued growth and market leadership. Their strategic approach, willingness to adapt to changing environments, and emphasis on customer-centric experiences will contribute to their success in the home improvement and gardening retail industry.
About the author
Editorial Team