Leroy Merlin's commercial action plan includes a DIY event and loyalty card promotion, aiming to strengthen customer relationships and encourage repeat purchases.
Extract
[...] By making the entire garden department and half of the parking lot available for the activity, we ensure that our participants have access to all the necessary materials and tools to bring their project to life. This hands-on approach strengthens customer engagement and interaction with our products, while giving them the freedom to let their creativity run wild. The activity will take place over a day, divided into three distinct sessions. Each session will be led by our DIY experts, who will provide guidance and assistance to participants throughout their project. [...]
[...] Commercial Action n°2 Specific : The second commercial action specifically aims to promote the Leroy Merlin loyalty card among participants in the DIY activity. Our goal is to encourage them to join our loyalty program by highlighting the benefits and exclusive rewards it offers. By encouraging customers to join our loyalty program, we seek to strengthen their commitment to the brand and to retain them in the long term. Mesurable : We have set clear and measurable objectives to evaluate the effectiveness of this commercial action. We aim for 50% of DIY activity participants to join the Leroy Merlin loyalty program. [...]
[...] We plan to communicate effectively about the benefits of the loyalty card during and after the event, highlighting the incentives to join the program. In addition, we will set up a purchase tracking system for a period of six months after the event, allowing us to evaluate the long-term impact of our commercial action. Temporally defined : The purchase tracking of participants will be done over a period of six months after the DIY event, which will allow us to evaluate the effectiveness of our commercial action in the long term. [...]
[...] This means that an investment of 1 euro in the loyalty card promotion generated a net profit of 0.1774 euros. For action we will track post-event sales to evaluate the direct impact of the event on participant purchases. We will also analyze participant feedback to evaluate their satisfaction and gather valuable information about their experience. For action we will closely monitor the number of new loyalty card subscribers and track their purchases over a six-month period to evaluate the effectiveness of our promotion. [...]
[...] I. Commercial Strategy Leroy Merlin stands out on the market by its positioning as a global supplier of solutions for home decoration. By offering a wide range of DIY, decoration and gardening products, the company addresses a diverse customer base, ranging from DIY enthusiasts to homeowners seeking inspiration for their interior and exterior design projects. In a few words: - Present in 13 countries including France and established in major cities. - Propose a unique self-service and sales assistance service. [...]
