of increase in the average conversion rate
higher than the market average
of impacts on campaigns
Discover how Leroy Merlin was able to achieve impressive results using Newtail's Retail Media solutions!
Leroy Merlin
For 26 years in Brazil, Leroy Merlin has been recognized as one of the most important retail chains, focused on complete solutions for the home. The company aims to provide the best experiences for its customers - from the sale to the installation of the products.
Acting with an omnichannel strategy, the company has more than 50 physical stores and is present on various digital platforms, such as e-commerce, marketplace, telesales, WhatsApp, App, in addition to working with specialized sales for B2B and PRO customers.
Increase customer loyalty in the home solutions market
Leroy Merlin is active in the retail of complete solutions for the home and aims to build more welcoming, healthy and sustainable homes. To this end, its mission is to give everyone the possibility to improve their homes.
“Our purpose is to help create more welcoming homes. We know that, for Brazilians, buying a grill is about Sunday with the family, buying a shower is about taking a hot bath inside the home. We really participate in the environment where the client constructs stories and memories”, reinforces Cibele Moraes, Head of Retail Media at Leroy Merlin.
With that in mind, the company focuses on helping customers more and more so that they can be sure that they are buying the ideal product for their moment. To achieve this focus, some strategies have been adopted.
Leroy Merlin + Oster + Wap: direct impact on the healthiest ROAS in the category and very high impressions
Oster, one of the largest appliance brands in the world, used the Leroy Merlin Ads platform to connect with its consumers and increase sales.
In 3 months (August to October), the result was extremely positive, the The brand received over 19 million impressions on its items, reaching a ROAS of 32, one of the healthiest in the appliance category.
In addition, Oster activated Google Shopping campaigns in early November, which caused the brand's product pages on Leroy Merlin to obtain a considerable increase in visits, generating a significant return in sales. This shows the effectiveness of 360º planning, reaching the public at various stages of their buying journey and generating impactful results.
“I have been following Oster's campaigns on the Leroy Merlin Ads platform on a daily basis, and it's amazing how it makes my routine easier! I love the convenience of measuring results and identifying the products and campaigns that are generating the most conversion. Compared to other platforms I've used, Newtail stands out for its practically instantaneous data update, which is very useful for adjusting strategies in real time. It's an experience that makes my work even more dynamic!” , asserts Anna Carolina Rosa, Customer Digital Marketing at Oster.
In addition to HTH and Oster, WAP, one of the largest manufacturers of cleaning and maintenance solutions and tools in the country, has also had an incredible experience with Leroy Merlin Ads:
“The experience with Leroy Merlin Ads shows the positive impact that a robust and well-structured platform can bring to the work with e-commerce and data analysis. The tool not only facilitates real-time monitoring, but also provides my team with strategic support to make informed decisions. This experience with the platform shows how well-crafted technology and data can transform campaigns and results. “, says Victor Cordero, Digital Trade Marketing at WAP
Leroy Merlin + chlorine brand: market education through high segmentation capacity
The Leroy Merlin Ads platform, created by Newtail, shows the power of Leroy Merlin: high segmentation capacity and communication with a very specific audience. The multinational is able to interpret the moment when the consumer is about to offer strategic offers.
For example, if the consumer is buying a floor for their kitchen, the chance that they are renovating their home is very great. Then, it is possible to offer products such as a sink, faucet, stove, etc. Everything is done according to the shopping behavior of the shopper, which can be followed through the Leroy Merlin Ads platform.
With this strategy, the company has increasingly focused on helping its clients. An example is the campaign carried out with a chlorine brand, which is an advertiser on the Leroy Merlin platform.
The company created a page to show customers which chlorine is ideal for their pool, because what often happens is that the consumer does not know how to buy the ideal product and solve their problem.
But how does Leroy Merlin know which customers need chlorine? Through Retail Media segmentations! If a customer purchased chlorine once through the site or any other product related to the swimming pool universe, it is possible to offer the product or other related products, which increases the chances of conversion considerably.
Campaigns focused on Leroy Merlin's original core business
Another strategy used by Leroy Merlin to be very successful with Retail Media was to create campaigns truly focused on the company's core business. Previously, campaigns were more focused on air conditioners, appliances, and appliances. However, in the last 3 months, the focus was on expanding advertisers from other segments, such as hydraulic materials, paints and chlorine.
“Strategizing focused on Leroy Merlin's priority categories significantly impacted our numbers. Before, campaigns were very focused on branding, now with the Newtail platform, we are able to reach other layers of the funnel and actually see performance results”, reinforces Cibele.
In addition, Leroy Merlin also outlined strategies for launching specific products for its PRO base, which has more than 150,000 registered professionals, including architects, engineers, installers and bricklayers.
A campaign was launched with Bosch, in which the launch was first for the PRO base and then for the website and market in general. This shows how intelligent the Leroy Merlin channel is, which has a high segmentation capacity and coverage of all the services that the customer requires.
There are already clients who have completely renovated with Leroy Merlin: from the architectural project to the work itself. Today the company offers all products and services in one place so that the works stop being a headache and become more pleasant.
Campaigns with higher investments and returns
Given the strategies adopted above used on the Leroy Merlin Ads platform, created by Newtail, Leroy Merlin's results during the month of October 2024 were impressive:
.svg)
Count on the experience of those who understand Brazilian retail and start enjoying a new revenue line with higher margins than any other initiative.
.png)
