Leroy Merlin is a leading player in the home improvement and DIY sector, having established its mark with a wide array of products and a strong emphasis on expertise. They are widely recognized as an integral part of the larger home improvement landscape. While Leroy Merlin has traditionally been known for its in-store experiences and hands-on workshops, the brand has not been oblivious to the digital transformation sweeping across industries.
They've strategically ventured into the digital domain, understanding that today's consumer frequently turns to online platforms for both information and purchases. Their digital endeavors, however, were not just about selling products online but were driven by a vision to replicate the rich in-store experience and expertise on their digital platforms. Their mobile application, serving as a comprehensive catalog, was a testament to this digital push. However, while the app offered users access to its vast product range, there was an increasing desire to make it more interactive, engaging, and reflective of Leroy Merlin's core values and strengths.
Identified Challenges & Issues
For Leroy Merlin, the ambition was clear: to bring their cherished in-store experience and expertise into the digital domain. But as they ventured deeper into the online realm, several challenges began to emerge:
- Navigation Puzzle: While effectively serving as a product catalog, the mobile application was primarily static in its interaction. The users were presented with a vast array of products, much like walking into a library full of books. The array of choices, while expansive, felt somewhat overwhelming and, at times, impersonal. The application lacked the dynamism and interactivity that could emulate the in-person experience of a Leroy Merlin store.
- Lack of Regular Communication: Keeping users engaged and informed was paramount for Leroy Merlin. The existing communication tools within the app—such as banners and push notifications—were somewhat limited. They were sporadic and didn't offer the depth or richness of information Leroy Merlin wanted to share with its users.
- Lack of Expert Touch: One of Leroy Merlin's unique selling points is its emphasis on expertise. The brand is not just about selling home improvement products; it's about teaching consumers how to use them effectively. This educative and expert-centric approach, so prominent in their physical stores through masterclasses and workshops, was notably absent in their digital offerings.
- Need for Interactivity: The modern-day consumer, especially the digital-native generation, thrives on interactive content—be it quizzes, how-to videos, or interactive guides. Leroy Merlin's app, however, was lagging in this department. The content was more informative than interactive, leading to missed opportunities for deeper user engagement.
These challenges posed a significant barrier to Leroy Merlin's goal of marrying their in-store expertise with their digital outreach, necessitating a solution that would bridge the gap effectively.
Implementation Phase
Leroy Merlin recognized the urgency to evolve and adapt to cater to the digital-savvy audience. Their collaboration with InAppStory paved the way for a transformative solution: the integration of mobile app Stories. Here's how Leroy Merlin leveraged Stories to address each of the aforementioned challenges:
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.
