In online retail, maintaining good communication with consumers is essential to scale sales and increase revenue. With this in mind, the home solutions company Leroy Merlin implemented a communication automation strategy through the E-goi Marketing Automation platform, which proved to be a very efficient tool for this purpose. Unlock this success story now!
Consider subscribing to the Agência e-Plus Instagram page to receive free content about e-commerce and Digital Marketing. Visit @agenciaeplus now and then click the “Follow” button! We want you to succeed in e-commerce.
MEET LEROY MERLIN
The history of Leroy Merlin began in 1923, when the couple Adolphe Leroy and Rose Merlin started trading American products in France. At first, however, the indonesia telegram phone number list store was called Au Stock Américain. However, a few years later, the Second World War came, which put a halt to the business .
But in the 1960s, a period of radical economic change, the family was given more freedom to pursue their business. That was when they began to call the store Leroy Merlin. With their prosperity, they built the first of a series of large home improvement stores.
In the 1980s, the Mulliez Group, also French, bought the brand. In 1989, international expansion began. Thus, Leroy Merlin began to have stores in Spain, Italy and Poland. In 1997, it arrived in Brazil and, in 2003, in Portugal . Today, it also has stores in Russia, China and other places.
Leroy Merlin currently belongs to the ADEO Group. It has more than 400 physical stores around the world, where more than 80,000 employees work. It also has virtual stores and online marketplaces .
In Portugal, specifically, where the brand has 47 physical stores and 1 marketplace -type e-commerce , Leroy Merlin started investing in Marketing Automation in 2021 with the E-goi platform, with the aim of improving communication with consumers.
With the initial success of this strategy, the directors of Leroy Merlin Portugal decided to expand it. That's when a new project was born with the same E-goi platform , which yielded great results. Follow the evolution of this story below!
LEROY MERLIN'S PROJECT WITH THE E-GOI PLATFORM
In 2022, Leroy Merlin started a new project with the E-goi platform. This new project aimed mainly at expanding the use of E-goi's Marketing Automation resources , with a view to deepening Inbound Marketing, improving communication, intensifying relationships with consumers, generating more traffic in the marketplace and increasing sales. In the next topic, we will discuss some of the solutions of this project. Keep reading!
Build a sales machine in your online store!
Click the button below to download the free e-book “Inbound Marketing for e-commerce” produced by Agência e-Plus!
Get eBook Now!
SOLUTIONS
Among the solutions of the E-goi platform for the Leroy Merlin project we can mention, for example:
All in one
Leroy Merlin used E-goi only to send email messages. But from 2022 onwards, it began to better explore the potential of this Marketing Automation platform, also using SMS Marketing and Web Push resources, among others, at different stages of the Purchasing Journey.
Communication flows
In 2022, Leroy Merlin Portugal increased the pace and power of its communication flows. In this way, it began to create connections at various points of contact with consumers. This certainly generated more engagement with the brand.
Anti-churm
With this E-goi feature, the company can predict when it will lose a customer. It identifies this through the customer's own online behavior. The platform then notifies the Marketing team, which can start sending messages capable of resolving the situation.
Cross-sell
The E-goi platform gave Leroy Merlin the ability to send messages with new product suggestions based on the product the customer just purchased. It detects the category and then offers another product from the same category. This increases the chances of conversions.
In addition, Leroy Merlin Portugal has integrated E-goi with a Customer Data Platform (CDP), which allows for more refined consumer segmentation. This makes it possible to create more personalized messages, including for the purpose of recovering abandoned carts , which results in greater efficiency in communication.
These and other solutions from the E-goi Marketing Automation platform are providing Leroy Merlin with a great opportunity to improve results. In fact, the first results have already been released and demonstrate the power of E-goi. Read more about this below!
LEROY MERLIN RESULTS WITH E-GOI
With E-goi, Leroy Merlin Portugal obtained:
50% increase in monetary return per online store consumer;
20% more visitors;
15% more revenue per consumer.
As you can see, E-goi is the perfect Marketing Automation platform for those who want to grow their e-commerce business . We recommend implementing this tool in your online store. Check out how you can do it below!
HOW TO IMPLEMENT IT IN YOUR E-COMMERCE?
To implement E-goi in your e-commerce, seek support from Agência e-Plus! Agência e-Plus has been certified on the E-goi platform since 2023 and is therefore qualified to plan, create, implement and manage automation projects with this technology. In addition, Agência e-Plus provides training, advice and consultancy for you, the merchant, and your employees.
