LEROY MERLIN, the DIY and landscaping brand certainly human

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Nearly a century ago, the LEROY MERLIN store was founded by Adolphe Leroy Jr. and his wife Rose Merlin, who pursued the father’s interest in the surplus of American stocks after the war. The first store opened in 1923, and in the 1930s. It then offers houses sold in kit and other building materials. The idea is to rebuild the country, but also the housing. Since then, the social dimension has never left the brand and puts the human being always at the heart of the development strategy.

Leroy Merlin’s growing place in the hearts of consumers

The DIY brand Leroy Merlin belongs to the ADEO group, itself number 1 in the European home improvement market. Thus, it accompanies consumers with a project for the house or garden on a daily basis, offering hundreds of reference brands. Since 1923, consumers have been finding solutions for home improvement, including DIY and gardening equipment or decoration. With all these years of experience, the brand has managed to win the hearts of its customers. It is true, it has enough to make more than one pale. Indeed, according to a recent study by the Yougov Institute, the brand is the one that has the best brand image in the eyes of consumers ahead of Fnac, Amazon, Ikea or Darty. (2)

But this did not happen by chance. Indeed, at Leroy Merlin, the central mission is the human, as well as the values of respect, trust, proximity and commitment. It is not easy to win, to keep the trust and heart of its consumers. The brand understood this, and decided to put a privileged customer relationship system online or in store. Thus, by partnering since 2017 with Iadvize, a conversational platform, the brand connects its customers with passionate experts. They are members of the ibb community and ready to answer any questions (3). The solution was even more appreciated especially during the containment. DIY market sales increased by 24.1% in less than a week during March (3). Thus, on the brand’s website, many DIY customers were able to find personalized and humane answers thanks to the chat system and the community of experts.

Leroy Merlin rich in his commitments to value housing for all

But the brand’s relationship with its customers continues well beyond. The brand is taking a step further socially, proposing solutions to promote housing for all. This is in particular the great ambition of the Leroy Merlin Foundation, which has been working since 2006 to improve the housing of people with disabilities or addictions (5). Here is again a beautiful mission, carried by the strength of the employees of the brand in more than 52 stores in the territory. Indeed, in 2018, there are 6 projects in the Metropolis of Bordeaux to propose solutions to improve the housing of people with disabilities or addictions. In particular, the sign makes improvements in the bathrooms and improves the interior spaces to facilitate the movement with a wheelchair for example.

Ambitious solutions for our elders

We also note the implementation of solutions by The Leroy Merlin teams to help keep seniors at home. “Ageing well at home” is indeed an important societal issue for all families. In Dax, for example, the brand was able to offer research in collaboration with AG2R la Mondiale, XL Habitat and Aqui O Thermes. That’s how the LivingLab apartment, suitable for seniors, was born. It is equipped with non-stigmatizing facilities to make life easier for our seniors. (7)

So here are ambitions that can only inspire respect. This may also be one of the reasons why Leroy Merlin has this beautiful brand image with consumers. In any case, these are actions that we want to continue to see develop.

Sources:

(1) Leroy Merlin a story of nearly a century already – Published March 16, 2020 – Leroy Merlin

(2) Leroy Merlin, La Fnac and Amazon on the catwalk of the image of the brands – JEAN-NOEL CAUSSIL – Published on 28/08/2020 – LSA

(3) EN – DIY – Leroy Merlin – Success Story – 25 April 2019

(4) With the crisis, Leroy Merlin transforms his online customer relationship with iAdvize

JULIE DELVALLÉE- Published on 07/04/2020 – LSA

(5) The Leroy Merlin Foundation, for suitable habitat for all Published on 13 Jan. 2020

(6) RapportFONDATION2018_Digital 2018 – Leroy Merlin Foundation

(7) Our teams are committed to… to age well at home – Published On Jan. 14, 102 2020 – Merlin Leroy

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