The DIY leader wants to cover all the needs of its customers, from project design to repair.
Leroy Merlin wants to become nothing less than the “Google of DIY”. “When we look for something on the internet, we almost always go through Google, explains Thomas Bouret, the general manager of the brand in France. We want it to be the same for us when it comes to the universe of the house. We want to be the obvious habitat in France.”
Leroy Merlin has set himself this ambition in an atypical way. Every ten years, all employees in France – there were 25,000 two years ago and there are now 28,000 – are invited to put forward their ideas and together define a strategy for the company for the next decade. Leroy Merlin’s first “vision” exercise, from 1995 to 2005, led to the development of the brand’s decoration offer and to feminizing its clientele. The second vision, from 2005, began its digital shift. The third projects the distributor into the world of services, to cover all customer needs, from design…
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