How We Enhanced Leroy Merlin’s Omnichannel Success with Seamless Online-Offline Integration

Leroy Merlin sought to connect online and offline sales data, moving beyond digital-only KPIs to a holistic approach that aligned with customer shopping habits across channels. The challenge was to centralize data, automate media operations, and integrate AI-powered campaigns to enhance efficiency and effectiveness while accurately measuring omnichannel impact.

We developed a comprehensive strategy to integrate Leroy Merlin’s online and offline channels, leveraging data and AI to optimize performance:

• Data Integration: Integrated in-store sales data into digital product segmentation, providing a unified view of customer behavior across all touchpoints to enable better-targeted campaigns based on real shopping patterns.

• Redefining KPIs: Collaborated with Leroy Merlin to redefine KPIs for Google’s Performance Max campaigns, shifting from web-only metrics to a combined omnichannel return on ad spend (ROAS) to reflect the full impact of campaigns on both online and in-store sales.

• Real-Time Reporting & AI Optimization: Implemented real-time reporting tools to track online and in-store sales performance, paired with AI-powered optimizations to continuously improve campaign effectiveness based on actionable insights.

This approach ensured a seamless omnichannel experience aligned with customer behavior and business goals.

Our strategy delivered significant growth for Leroy Merlin, supercharging digital acquisition and omnichannel marketing. The seamless integration of online and offline channels drove substantial revenue increases, enhanced campaign efficiency, and established a scalable model for sustained omnichannel success.