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Leroy Merlin
The Company
Leroy Merlin is a French-based multinational retail company specializing in home improvement and gardening products. Founded in 1923, the company operates large warehouse-style stores offering a wide range of products, including building materials, tools, hardware, electrical supplies, plumbing equipment, and home decor.
In Italy, Leroy Merlin is present in 15 regions Leroy Merlin serves over 28.8 million customers with 138,000 references divided into 14 departments and 5 product worlds: bathroom world, technical world, decorative world, project world, garden world, and construction.
My Homy and the need identified by Jakala
My Homy is a unique free program that allows all members to access point collection and offers benefits and services dedicated to Leroy Merlin customers, both private and business. Leroy Merlin has expressed the need to create a portal dedicated to a specific category of clients already part of the My Homy program, allowing access to dedicated offers. Abilitya was introduced to Leroy Merlin by Jakala, a leading data, AI, and experiences company in Europe, with headquarters in Milan and multiple offices worldwide.
The platform
Abilitya's platform has been identified as the best for creating a showcase of offers for Leroy Merlin's loyal customers. The project started in May 2024 in 6 stores in Italy with a total of 50,000 loyal customers. Abilitya released a video wall web-app (the My Homy Portal) accessible from both PC and mobile, with access reserved for holders of specific identification codes. The list of customers who have access to the portal is communicated daily to the platform via SFTP, through an integration with Leroy Merlin's systems.
Within the portal, customers can find a series of offers dedicated to them from Leroy Merlin's partner companies. These offers are introduced by a short vertical video and then detailed (mechanics, duration, validity, etc.). The system allows users to create unique codes that can then be used on the digital platforms of the offer promoter. Through the platform, Leroy Merlin is able to monitor access to promotions and user conversion rates.
Key highlights
OVER
3.500
TOTAL OF
10.000
MORE THAN
300.000
Conclusions
Leroy Merlin and Jakala have found in Abilitya a partner capable of addressing a specific need within an already very complex loyalty system. The platform, which is easy to use, has received positive feedback from Leroy Merlin's partners and customers. After the first year of collaboration, the goal is to extend platform access to eligible customers of other stores in Italy.