Revolutionizing Engagement: How Leroy Merlin Amplified User Interaction
TL;DR
Leroy Merlin used InAppStory to embed interactive Stories in its mobile app, transforming it from a static product catalog into an engaging, expert-led digital experience. The results: 24% of monthly users engaged with Stories, CTR reached 47%, and users opened over 1 million Stories in a single month. Stories enabled regular communication, educational content, interactive games, and real-time promo highlights — all within a native mobile format.
Why Did Leroy Merlin Need to Rethink Its App Engagement Strategy?
Leroy Merlin, a leader in the home improvement sector, has long been known for in-store workshops, product expertise, and personalized service. As digital transformation accelerated, the company extended this brand promise into its mobile app, aiming to replicate the in-store experience online.
The app offered a comprehensive product catalog, but user engagement remained flat. Leroy Merlin needed a way to make their digital experience more interactive, educational, and emotionally consistent with what customers loved about their physical stores.
What Specific Challenges Did the App Face?
Static Content and Overwhelming Navigation
The app worked well as a product listing, but it lacked energy. It resembled a vast, searchable catalog — useful but impersonal. With so many SKUs, users often felt overwhelmed, and the app didn’t reflect the hands-on feel of a real Leroy Merlin store.
Weak User Communication Channels
Leroy Merlin struggled to maintain an ongoing relationship with its app users. Push notifications and static banners were too limited. The brand needed a format that allowed them to share tutorials, product updates, and seasonal content regularly and engagingly.
Lack of Expert Education
Expertise is core to Leroy Merlin’s identity. In-store, the brand delivers this through live workshops and personal advice. Online, however, this knowledge was hard to replicate. The app didn’t reflect the company’s educative DNA.
Low Interactivity
Modern users expect content they can tap, swipe, or respond to. Leroy Merlin’s app was information-heavy but interaction-light. There were no quizzes, games, or content that rewarded curiosity.
How Did InAppStory Help Leroy Merlin Solve These Problems?
To address these challenges, Leroy Merlin partnered with InAppStory to embed interactive Stories directly inside its mobile app.
Dynamic Content and Enhanced Communication
No longer limited to static digital experiences, Leroy Merlin revolutionized their app with the introduction of Stories, paving the way for a vibrant and continuously evolving digital space. Not only did this feature allow for regular content refreshment, creating a dynamic browsing experience akin to social media, but it also empowered Leroy Merlin to maintain an ongoing dialogue with their audience. Through Stories, they effectively communicated updates on new products, offers, and tutorials. This maintained a steady stream of information, ensuring users stayed informed, engaged, and motivated to return frequently for the latest insights.
Showcasing Expertise
Leroy Merlin began to use Stories as a platform for expertise dissemination. A significant portion of their Stories focused on tutorials, how-to guides, and expert advice. For instance, they shared content on choosing the right type of laminate, distinguishing between different tools, and even comprehensive guides on bathroom renovations. This became an invaluable resource for DIY enthusiasts and novices alike, reinforcing Leroy Merlin's position as an industry expert.
Interactive Engagements
Recognizing the demand for interactive content, Leroy Merlin introduced quizzes and interactive challenges within their Stories. For example, they designed silhouette-based guessing games where users had to identify a piece of furniture or an interior item from its silhouette. Such engagements not only added a fun element but also deepened user involvement.
Highlighting Promotions
Stories became a hub for highlighting Leroy Merlin's promotions and discounts. They dedicated specific story sections like "Product of the Week" and "Discount of the Month" which users came to anticipate eagerly. These Stories were positioned prominently, ensuring high click-through rates and subsequently driving sales.
By implementing Stories, Leroy Merlin managed to infuse their digital space with the vibrancy, expertise, and interactivity that their brand is synonymous with within the physical realm.
Business results
After implementing the mobile app Stories via InAppStory, Leroy Merlin observed significant advancements in three major metrics, underscoring the positive impact on their digital presence.
User Interaction with Stories
In the first month alone, 24% of monthly users interacted with the Stories. This figure is a testament to the immediate draw and relevance of this feature to the app's user base, suggesting that a significant portion of users found value in the newly introduced story-based content.
Click-Through Rates (CTR)
The CTR witnessed an impressive boost, reaching up to 47%. This high CTR demonstrates the compelling nature of the story content and how it resonated with the app users. Such a metric indicates not only effective content delivery but also the potential for driving users to desired actions or products.
Volume of Stories Opened
Over the course of a month, Leroy Merlin's app recorded over 1 million Stories being opened. This substantial number indicates the sheer volume and frequency with which users are engaging with the Stories, pointing towards their sustained interest and repeated engagement with the app's content.
In a nutshell, these metrics clearly convey that by integrating Stories into their mobile app, Leroy Merlin succeeded in boosting user engagement, capturing user interest more effectively, and driving more interactions within the app.
What You Can Learn from This Case
- Use in-app Stories to turn static catalogs into dynamic experiences
- Share expert advice visually to replicate the in-store “consultant” effect
- Run weekly or monthly content series to build content habits
- Add quizzes and mini-games to increase tap-throughs and time-on-app
- Drive promos with native, high-visibility storytelling blocks
