Leroy Merlin South Africa builds brand credibility and trust in a new market with guided-selling and deep learning recommendations
Leroy Merlin is a large international business, but its tried and tested e-commerce strategies were not working effectively in a new market. Leroy Merlin South Africa was challenged with raising brand credibility and trust in the Leroy Merlin product offering amongst the local audience. Using Dynamic Yield’s AdaptML deep learning system, they converted low-intent first-time visitors into satisfied customers.
of total purchases from recommendations
total revenue from recommendations
items purchased are recommendations
Introduction
Leroy Merlin is a French-headquartered home improvement and gardening retailer serving several countries in Europe, Asia, South America, and Africa. It is the third largest home improvement retailer in the world, with an unmatched global presence of 300 million customers. Its business is centered on six main sectors: DIY, building, gardening, sanitary equipment, renewable energy, and interior decoration, providing everything a person could need for any home improvement project.
Leroy Merlin strives to empower customers to carry out DIY projects by offering a wide range of products and tools, as well as tutorials, workshops and knowledgeable staff. It was important that they offer a wide range of products at various price points to make DIY accessible to customers with different budgets. In their personalization journey, they wanted to offer the same level of personalized customer advice that they are known for in-store, to make home improvement projects convenient and stress-free for their customers.
However, when breaking into the South African market for the first time, the company quickly realized it would have to adapt its approach to build authentic connections with new customers. They started their journey with Dynamic Yield in 2021 to maximize the impact of their e-commerce experiences. With Dynamic Yield’s deep learning recommendations and engaging out-of-the-box templates, they were able to drive brand awareness and conversions as they expanded their reputation in this market.
“Dynamic Yield’s deep-learning algorithms have helped us to understand and connect with our new customers and make a name for ourselves in this region.”
– Francis Baloyi, eCommerce Leader, Leroy Merlin
The Challenge
Leroy Merlin is a large international business, but it has only been present in South Africa since 2018. One of the major challenges that they faced was raising brand awareness and familiarity with the Leroy Merlin product offering amongst the local audience.
Leroy Merlin had previously used a different solution for recommendations but found it lacked the A/B testing, optimization and dynamic campaign options they needed to scale their program. With many new visitors in this market who were unfamiliar with their brand, the team knew that they would have to test and learn, as well as find a way to serve resonant product recommendations to new visitors without purchase history.
Leroy Merlin’s existing e-commerce strategy did not seem to be as effective in this new market, so they had to take another look at their customer experience and develop a new, personalized, regionalized approach that focused more on brand credibility, education and building trust. In implementing Dynamic Yield, Leroy Merlin South Africa came with the primary objectives of boosting website traffic conversion rates by serving deep learning recommendations to different audience segments and ensuring that their marketing efforts were not wasted on high bounce rates from low-intent site visitors.
Execution
Guided selling for medium-intent visitors
Leroy Merlin South Africa knew that their homepage was product-heavy and quite long. They saw a group of their site visitors were scrolling down endlessly, indicating that they didn’t have a purchase in mind, but that they had a relative intention to make a purchase. The team wanted to engage these users and get them to click onto new pages rather than scrolling randomly on the homepage.
They implemented a guided selling approach, placing a welcome banner below the fold. This banner offers a selection of options to direct users towards potential areas of interest. The banner helped users to identify what they were looking for faster, resulting in more targeted browsing sessions that drove higher purchases and add-to-cart rates.
Welcome to Leroy Merlin, how can we assist you today?” banner with options to view current promotions, the product catalogue, personalized recommendations, and to sign into profile.
By adding a navigational banner to the lower homepage after the fold, there was a 3.62% uplift in purchases and a 2.35% uplift in the add-to-cart rate compared to when there was no banner.
This showed the team that they could add more guided selling features to their roadmap, as some visitors are at least medium intent, but they don’t know exactly what they want to buy from Leroy Merlin’s large product catalogue.
Delivering a “Just for You” experience
Leroy Merlin wanted to deliver a tailored experience to users who were entering their site from email, or their account profile. This was a good starting point for Leroy Merlin South Africa’s personalization program because it utilized context from known users’ browsing history. By focusing on users who are already engaged and have signed up for an account, they could see early success before turning their attention to low intent and new users.
Using stacks of recommendation blocks and dynamic content, they were able to compile personalized pages that show users affinity-based recommendations. These recommendations are served based on customer data for past preferences, offline purchase history, and real-time interactions with the brand. Affinity scores are calculated using select attributes such as category, brand affinity, price range, topic, color, and more.
New users can also visit the “Just for You” page, including by navigating from the lower page welcome banner mentioned previously. These users are shown current trending products as well as deep learning recommendations based on the NextML algorithm.
NextML is an algorithm within AdaptML, a centralized AI system that automates decision making and adapts experiences according to real-time user behavior across channels, predicting their next move with unparalleled accuracy.
NextML is a self-training deep learning AI system that adapts the digital experience to each user individually, by extrapolating buying intent from user data and predicting which products they might be interested in. NextML recommends the next best series of products based, adapted to user behavior as they navigate the site. As a self-learning model, NextML continuously optimizes recommendations during the session based on buying patterns, visitor behavior, location, and more.
The team used NextML to specifically promote first-party products where possible, driving their brand reputation for top quality products in the region.
The Just for You page is built on a series of recommendation widgets.
Boosting first-party product sales with filtered recommendations
Leroy Merlin South Africa sells thousands of first-party products directly; however, they also have an online marketplace within their website where third-party products are sold. Almost 70% of products available on their website are from third parties. As these products were sometimes more price-competitive than first-party products, Dynamic Yield helped Leroy Merlin to boost the visibility of first-party products through filtered recommendation algorithms.
As well as focusing the scratch card pop-up on just first-party products, Leroy Merlin wanted to ensure that the product recommendations across its site promoted the quality first-party products that they offer. This was important for them in terms of building brand awareness and trust in a new market, rather than becoming a host for smaller third-party vendors.
On Leroy Merlin South Africa’s homepage, the best seller and trending recommendation widgets promote first party own-brand products.
Third-party products are identified with a “marketplace seller” badge on the recommendation carousels and product listing pages, making it clear to visitors whether they are purchasing from Leroy Merlin directly, or a third-party seller.
This approach to product recommendation filtering increased direct revenue from the homepage by 9x.
Leroy Merlin South Africa saw that a lot of their website traffic was coming from channels that directed users straight to PDPs. This reduced the likelihood that users would browse the website for a variety of products and increased the chance of them bouncing after viewing just one product. To combat this pattern, Dynamic Yield introduced deep learning product recommendation blocks on PDPs using AdaptML. This showed visitors the most relevant products they might want to see next and increased the probability of them staying on the site to explore more products.
Increasing conversion rates amongst low-intent visitors
The Leroy Merlin South Africa team also wanted to incentivize visitors to make a purchase rather than browsing with no real focus. They used creative and engaging out-of-the-box Dynamic Yield templates to deploy a scratch card pop-up with offers for discounts on first-party products to website visitors.
The scratch card offer pop-up targeted all users who showed exit intent without making a purchase. The offer was limited to first-party products so that the team could push visitors to view more of their own products and build brand and product awareness in the region.
Just one week after introducing this feature, first-party product sales were up 30%. As one of their most successful website campaigns, Leroy Merlin will next look at a more targeted offering to specific audience segments based on intent levels using empathic personalization.
Empathic personalization allows brands to further refine and tailor specific content and campaigns according to where the user is in their conversion journey. These audiences put more of a focus on where the user’s mindset is and where they might be facing hesitation in the conversion funnel rather than other approaches to audience segmentation.
Promoting complimentary products and services
NextML was also used after customers added a product to their cart. Leroy Merlin would also offer complimentary services to that product. For example, if a customer adds a new garage door to their cart, Leroy Merlin would promote relevant garage installation services on the cart page.
This was important for the company to raise awareness of their full service offering in a new market, as many visitors would otherwise not realize that they had the option to book services as well as make product purchases through the retailer.
Guided selling with Shop the Look campaigns
As Leroy Merlin has such a wide range of products in its catalogue, the team sought to add “Shop the Look” features for different areas of the home. This new guided selling feature is also focused on medium-intent web visitors who are browsing to make a purchase but are not focused on a specific product. Visitors who enter the category, in this example landscaping, but go to the category page rather than a specific product section, see the below “Shop the Look” interactive module if they scroll down the category page.
Shoppers can scroll over the products on this page to get inspiration for different home ideas. The module is placed below the fold of the category page, targeting medium-intent visitors who have picked a specific category but are “viewing all” in the category rather than going to a specific section.
The Key Takeaway
Leroy Merlin South Africa’s personalization journey demonstrates the importance of testing and learning what works with a new audience and that success in a new market might require a tailored approach. Understanding audience intent and mindset in the buying journey is crucial for delivering a shopping experience that moves visitors along the conversion funnel.
Leroy Merlin South Africa’s success is exemplified by the fact that the majority of their site visitors are low intent (as with many e-commerce sites), and yet this audience segment has the highest average order value of all site visitors.
With the power of deep learning algorithms, the Leroy Merlin team was able to capture the immediate attention of their low intent customers with highly relevant recommendations, served through innovative Dynamic Yield templates.
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href="https://www.dynamicyield.com/experience-os/"><span class="menu-banner-img-wrap"><img class="menu-banner-img-desktop" src="/wp-content/uploads/2024/10/expos-nav-updated.png" width="218" height="131" /><img class="menu-banner-img-mobile" src="/wp-content/uploads/2024/10/expos-nav-updated-mobile.png" width="114" height="98" /></span><span class="menu-cta-text-wrap"><span class="menu-cta-subtitle">Get an overview of Dynamic Yield’s product and see why we’re known as the Experience OS.</span> <span class="menu-cta-button">Learn more →</span></span></a></li></ul></div></li><li class="left"><div class="key_caps-wrapper"><h2>Core Capabilities</h2><ul class="links-list"><li class="key-caps-segment menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/segmentation/"><svg version="1.1" id="audience" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="audience-green" fill="#4FB294" d="M9.291,30H30V9.291C18.562737,9.291,9.291,18.562737,9.291,30z"/><path id="audience-black" d="M12.527,15.947C9.240353,12.385597,4.806085,10.093244,0,9.471V30h7.639 C7.632218,24.897682,9.35532,19.943764,12.527,15.947z"/><circle id="audience-circle" fill="#4FB294" cx="15" cy="4.967" r="4.967"/></svg>Segmentation<span>Identify, build, and analyze audiences</span></a></li><li class="key-caps-omnichannel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/targeting/"><svg version="1.1" id="personalization" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20.987 30" style="enable-background:new 0 0 20.987 30;" xml:space="preserve"><path id="personalization-black-2" d="M20.987,19.507c0,5.795401-4.698099,10.4935-10.4935,10.4935S0,25.302401,0,19.507H20.987z"/><path id="personalization-pink" fill="#EE3968" d="M18.143,10.245c0,4.224978-3.425022,7.649999-7.65,7.649999S2.842999,14.469978,2.842999,10.245 H18.143z"/><circle id="personalization-black-1" cx="10.494" cy="4.307" r="4.307"/></svg>Targeting<span>Serve each customer with unique offers</span></a></li><li class="key-caps-recs menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/recommendations/"><svg version="1.1" id="recs" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="recs_4" d="M15.953,30H30V15.953H15.953V30z"/> <path id="recs_3" d="M0,15.953V30h14.047V15.953H0z"/><path id="recs_2" fill="#FFA354" d="M30,14.047V0H15.953v14.047H30z"/><path id="recs_1" d="M14.047,0H0v14.047h14.047V0z"/></svg>Recommendations<span>Algorithmically predict customers’ interests</span></a></li><li class="key-caps-email menu-item menu-item-type-post_type menu-item-object-page"><a 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d="M12.882,30C5.767468,30,0,24.232533,0,17.118S5.767468,4.236,12.882,4.236V30z"/></svg>Optimization<span>Experiment on any digital property</span></a></li><li class="key-caps-search menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/search/"><svg width="16" height="16" viewBox="0 0 16 16" fill="none" xmlns="http://www.w3.org/2000/svg"> <g clip-path="url(#clip0_4082_5186)" id="cap-search-svg-bg"> <path d="M11.6757 9.81054C8.73958 9.81054 6.35089 7.42177 6.35089 4.48562C6.35089 2.62899 7.30664 0.992133 8.75134 0.0388074C8.50309 0.0155936 8.25193 0.00238037 7.99762 0.00238037C3.58066 0.00238037 0 3.58304 0 8C0 12.417 3.58066 15.9976 7.99762 15.9976C12.4146 15.9976 15.9952 12.417 15.9952 8C15.9952 7.86848 15.9916 7.73782 15.9853 7.60785C15.0166 8.94122 13.4462 9.81054 11.6757 9.81054Z" fill="black"/> <path id="cap-search-svg-circle" d="M11.6757 0.161346C11.2226 0.161346 10.7857 0.231773 10.3749 0.361649C8.62429 0.915114 7.35156 2.55436 7.35156 4.48561C7.35156 6.87003 9.29141 8.80988 11.6757 8.80988C13.5373 8.80988 15.1277 7.62753 15.7358 5.97437C15.9066 5.51 16 5.00851 16 4.48561C16 2.10119 14.0602 0.161346 11.6757 0.161346Z" fill="#FFC61E"/> </g> <defs> <clipPath id="clip0_4082_5186"> <rect width="16" height="16" fill="white"/> </clipPath> </defs> </svg>Search<span>Help customers find what they want</span></a></li></ul></div></li><li class="right"><div class="scale-wrapper"><h2>Made for Scale</h2><ul class="links-list"><li class="key_caps-element menu-item menu-item-type-custom menu-item-object-custom"><a href="/element/">Element<span>A groundbreaking new dimension of hyper-personalization</span></a></li><li class="key_caps-adaptml menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ai/">AI & Automation<span>Increase automation, lower operational costs, and drive more revenue with a holistic AI personalization system</span></a></li><li class="key_caps-apis menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/experience-apis/">Experience APIs<span>Give developers the tools they need to build the best customer experiences</span></a></li><li class="key_caps-enterprise menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise solutions<span>Scale with security, privacy, and compliance, made for the enterprise</span></a></li></ul></div></li></ul><a href="/shopping-muse/" target="" class="banner"><div class="menu-banner"><span class="menu-cta-text"><strong>Meet Shopping Muse: </strong> Conversational commerce meets cutting-edge personalization.</span> <span class="menu-cta-button">Learn more →</span></div></a></div></li><li id="solutions" class="dropdown links"><a href="" class="label">Solutions</a><div class="content"><ul><li class="left"><div class="industries-wrapper"><h2>Industries</h2><ul class="links-list"><li class="industry-ecomm menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ecommerce/">eCommerce</a></li><li class="industry-finserv menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/financial-services/">Financial Services</a></li><li class="industry-qsr menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/restaurants/">Restaurants</a></li><li class="industry-grocery menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/grocery/">Grocery</a></li><li class="industry-b2b menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/b2b-ecommerce/">B2B eCommerce</a></li><li class="industry-travel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/travel/">Travel</a></li><li class="industry-gaming menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gaming/">iGaming</a></li><li class="industry-media menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/media/">Media</a></li></ul></div></li><li class="right"><div class="channels-wrapper"><h2>Channels</h2><ul class="links-list"><li class="channels-web menu-item menu-item-type-custom menu-item-object-custom"><a href="/web/">Web<span>Create customer-centric web experiences</span></a></li><li class="channels-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/channels/email/">Email<span>Personalize emails with a no-code builder</span></a></li><li class="channels-mobile-apps menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/mobile/">Apps<span>Optimize mobile app experiences</span></a></li><li class="channels-ads menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/advertising/">Ads<span>Improve customer acquisition results</span></a></li></ul></div></li></ul></div></li><li id="why-dynamic-yield" class="dropdown links"><a href="" class="label">Why Dynamic Yield</a><div class="content"><ul><li class="impact-wrapper"><h2>Proven impact and success services</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/clients/">Select customers</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/case-studies/">Case studies</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/customer-success/">Customer success services</a></li></ul></li><li class="scale-wrapper"><h2>Built for scale</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise-grade solutions</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/adaptml/">AI Technology</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gdpr-and-privacy/">GDPR and data privacy</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/security/">Security</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/compliance/">Compliance</a></li></ul></li><li class="network-wrapper"><h2>Robust partner network</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partners/">Partner library</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partner-program/">Partnership program</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/partners/#technology-partners">Tech Partners and Integrations</a></li></ul></li><li class="resources-wrapper"><h2>Extensive product resources</h2><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us">Knowledge Base</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="http://academy.dynamicyield.com/">Academy & Certification</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us/community/topics">Community</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://dy.dev/">API documentation</a></li></ul></li></ul><a href="https://www.dynamicyield.com/personalization-awards/" target="_self" class="banner"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/11/2023-award-badge.svg" 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class="elementor-inner"><div class="elementor-section-wrap"><section class="elementor-element elementor-element-3b6fc730 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="3b6fc730" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-60e6c452 elementor-column elementor-col-100 elementor-top-column" data-id="60e6c452" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-2b626f04 elementor-widget elementor-widget-text-editor" data-id="2b626f04" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-153bb45a case_study_page_header padding-y-0 warehouse_group-header elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="153bb45a" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-298c153b elementor-column elementor-col-100 elementor-top-column" data-id="298c153b" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-53017709 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="53017709" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-35808c1c page_header_text_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="35808c1c" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-5bb562a8 case_study_header_title lamoda elementor-widget elementor-widget-heading" data-id="5bb562a8" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h1 class="elementor-heading-title elementor-size-default">Leroy Merlin South Africa builds brand credibility and trust in a new market with guided-selling and deep learning recommendations</h1></div></div><div class="elementor-element elementor-element-368f538c case_study_header_text elementor-widget elementor-widget-text-editor" data-id="368f538c" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Leroy Merlin is a large international business, but its tried and tested e-commerce strategies were not working effectively in a new market. Leroy Merlin South Africa was challenged with raising brand credibility and trust in the Leroy Merlin product offering amongst the local audience. Using Dynamic Yield’s AdaptML deep learning system, they converted low-intent first-time visitors into satisfied customers.</p></div></div></div><div class="elementor-element elementor-element-930f79f download_the_pdf elementor-widget elementor-widget-html" data-id="930f79f" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <a class="pulse-button" target="_blank" href="/leroymerlin-case-study/"> Download the PDF <span class="dy-pulse"></span> </a> <span>* Email not necessary to download</span></div></div></div></div></div><div class="elementor-element elementor-element-6ed465b6 page_header_image_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="6ed465b6" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-df46f10 elementor-widget elementor-widget-html" data-id="df46f10" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <img fetchpriority="high" decoding="async" src="/wp-content/uploads/2025/01/header-image.png" alt="The warehouse group header image" class="ATF" width="394" height="396"></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-5a51b56 elementor-section-full_width elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="5a51b56" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-ccb3eeb elementor-column elementor-col-100 elementor-top-column" data-id="ccb3eeb" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-01fe109 elementor-widget elementor-widget-shortcode" data-id="01fe109" data-element_type="widget" data-widget_type="shortcode.default"><div class="elementor-widget-container"><div class="elementor-shortcode"><div class="cs-ind-cap-wrap"><div class="cs-ind-cap-container"><div class="cs-ind-col"><div class="cs-ind-cap-heading">Industry</div><div> <a href="https://www.dynamicyield.com/ecommerce/"
title="Home & Furniture"
target="_blank">Home & Furniture</a></div></div><div class="cs-cap-col"><div class="cs-ind-cap-heading">Capability Used</div><div> <a href="https://www.dynamicyield.com/recommend/"
title="Recommend"
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title="Target"
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title="Optimize"
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title="Discover"
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target="_blank">AdaptML</a></div></div></div></div><style>.cs-ind-cap-wrap {
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class="elementor-row"><div class="elementor-element elementor-element-83bb784 elementor-column elementor-col-33 elementor-inner-column" data-id="83bb784" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-1a2b8f7 elementor-widget elementor-widget-text-editor" data-id="1a2b8f7" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>32%</p></div></div></div><div class="elementor-element elementor-element-41bc7eb statistic_bar_info elementor-widget elementor-widget-text-editor" data-id="41bc7eb" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>of total purchases from recommendations</p></div></div></div></div></div></div><div class="elementor-element elementor-element-9e78e54 elementor-column elementor-col-33 elementor-inner-column" data-id="9e78e54" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-dd1dd40 elementor-widget elementor-widget-text-editor" data-id="dd1dd40" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>17%</p></div></div></div><div class="elementor-element elementor-element-15c23ca statistic_bar_info elementor-widget elementor-widget-text-editor" data-id="15c23ca" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>total revenue from recommendations</p></div></div></div></div></div></div><div class="elementor-element elementor-element-00b1b79 elementor-column elementor-col-33 elementor-inner-column" data-id="00b1b79" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-bc78c15 elementor-widget elementor-widget-text-editor" data-id="bc78c15" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>1 in 3</p></div></div></div><div class="elementor-element elementor-element-0727297 statistic_bar_info elementor-widget elementor-widget-text-editor" data-id="0727297" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>items purchased are recommendations</p></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-6366b3b0 case_study_introduction_section padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="6366b3b0" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-5e2b0785 elementor-column elementor-col-100 elementor-top-column" data-id="5e2b0785" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-fddeeb7 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="fddeeb7" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-11e14300 elementor-column elementor-col-100 elementor-inner-column" data-id="11e14300" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-337f17d2 introduction_section_title elementor-widget elementor-widget-heading" data-id="337f17d2" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">Introduction</h2></div></div><div class="elementor-element elementor-element-800e042 introduction_section_desc elementor-widget elementor-widget-text-editor" data-id="800e042" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Leroy Merlin is a French-headquartered home improvement and gardening retailer serving several countries in Europe, Asia, South America, and Africa. It is the third largest home improvement retailer in the world, with an unmatched global presence of 300 million customers. Its business is centered on six main sectors: DIY, building, gardening, sanitary equipment, renewable energy, and interior decoration, providing everything a person could need for any home improvement project.</p><p>Leroy Merlin strives to empower customers to carry out DIY projects by offering a wide range of products and tools, as well as tutorials, workshops and knowledgeable staff. It was important that they offer a wide range of products at various price points to make DIY accessible to customers with different budgets. In their personalization journey, they wanted to offer the same level of personalized customer advice that they are known for in-store, to make home improvement projects convenient and stress-free for their customers.</p><p>However, when breaking into the South African market for the first time, the company quickly realized it would have to adapt its approach to build authentic connections with new customers. They started their journey with Dynamic Yield in 2021 to maximize the impact of their e-commerce experiences. With Dynamic Yield’s deep learning recommendations and engaging out-of-the-box templates, they were able to drive brand awareness and conversions as they expanded their reputation in this market.</p></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-16bd4eec padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="16bd4eec" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-30fb958d elementor-column elementor-col-100 elementor-top-column" data-id="30fb958d" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-40539e46 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="40539e46" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-613cc2d0 case_study_client_quote elementor-column elementor-col-100 elementor-inner-column" data-id="613cc2d0" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-372192b b-lazy retina_parent elementor-widget elementor-widget-image" data-id="372192b" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2025/01/leroy-merlin-logo-white.svg" class="attachment-full size-full" alt="Leroy Merlin logo white" /></div></div></div><div class="elementor-element elementor-element-45e832cf client_quote_text warehouse_group-text elementor-widget elementor-widget-text-editor" data-id="45e832cf" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>“Dynamic Yield’s deep-learning algorithms have helped us to understand and connect with our new customers and make a name for ourselves in this region.”</p></div></div></div><div class="elementor-element elementor-element-3f1c1659 client_quote_text_author elementor-widget elementor-widget-text-editor" data-id="3f1c1659" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>– Francis Baloyi, eCommerce Leader, Leroy Merlin</p></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-541a5290 case_study_challenge padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="541a5290" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-239c7c73 elementor-column elementor-col-100 elementor-top-column" data-id="239c7c73" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-41e30f7b challenge_mobile_wrap_reverse elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="41e30f7b" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-1fcffb44 case_study_challenge_image_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="1fcffb44" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-58e84e29 challenge_img_text-box elementor-widget elementor-widget-text-editor" data-id="58e84e29" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p><img decoding="async" class="alignnone wp-image-237740 size-full" src="https://www.dynamicyield.com/wp-content/uploads/2025/01/challenge-image.png" alt="Leroy Merlin case study challenge image" width="1012" height="1454" /></p></div></div></div></div></div></div><div class="elementor-element elementor-element-350baf9e case_study_challenge_text_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="350baf9e" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-69bec5f6 challenge_title elementor-widget elementor-widget-heading" data-id="69bec5f6" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">The Challenge</h2></div></div><div class="elementor-element elementor-element-2746364 challenge_list elementor-widget elementor-widget-text-editor" data-id="2746364" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Leroy Merlin is a large international business, but it has only been present in South Africa since 2018. One of the major challenges that they faced was raising brand awareness and familiarity with the Leroy Merlin product offering amongst the local audience.</p><p>Leroy Merlin had previously used a different solution for recommendations but found it lacked the A/B testing, optimization and dynamic campaign options they needed to scale their program. With many new visitors in this market who were unfamiliar with their brand, the team knew that they would have to test and learn, as well as find a way to serve resonant product recommendations to new visitors without purchase history.</p><p>Leroy Merlin’s existing e-commerce strategy did not seem to be as effective in this new market, so they had to take another look at their customer experience and develop a new, personalized, regionalized approach that focused more on brand credibility, education and building trust. In implementing Dynamic Yield, Leroy Merlin South Africa came with the primary objectives of boosting website traffic conversion rates by serving deep learning recommendations to different audience segments and ensuring that their marketing efforts were not wasted on high bounce rates from low-intent site visitors.</p></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-43c326c9 case_study_execution_section elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="43c326c9" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-de40279 elementor-column elementor-col-100 elementor-top-column" data-id="de40279" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-7378b2b2 execution_title elementor-widget elementor-widget-heading" data-id="7378b2b2" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">Execution</h2></div></div><section class="elementor-element elementor-element-ddab2c8 case_study_execution_row_1 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="ddab2c8" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-6016a6a elementor-column elementor-col-100 elementor-inner-column" data-id="6016a6a" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-0c10bd4 execution_subtitle lamoda elementor-widget elementor-widget-text-editor" data-id="0c10bd4" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Guided selling for medium-intent visitors</p></div></div></div><div class="elementor-element elementor-element-27b98cd execution_text elementor-widget elementor-widget-text-editor" data-id="27b98cd" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Leroy Merlin South Africa knew that their homepage was product-heavy and quite long. They saw a group of their site visitors were scrolling down endlessly, indicating that they didn’t have a purchase in mind, but that they had a relative intention to make a purchase. The team wanted to engage these users and get them to click onto new pages rather than scrolling randomly on the homepage.</p><p>They implemented a guided selling approach, placing a welcome banner below the fold. This banner offers a selection of options to direct users towards potential areas of interest. The banner helped users to identify what they were looking for faster, resulting in more targeted browsing sessions that drove higher purchases and add-to-cart rates.</p></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-4fd181e elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="4fd181e" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-bd317f0 elementor-column elementor-col-100 elementor-inner-column" data-id="bd317f0" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-0a9d156 b-lazy retina_parent elementor-widget elementor-widget-image" data-id="0a9d156" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2025/01/Frame-10.png" data-elementor-open-lightbox="yes" data-elementor-lightbox-title="Frame 10"> <img decoding="async" width="740" height="428" src="https://www.dynamicyield.com/wp-content/uploads/2025/01/Frame-10.png" class="attachment-full size-full" alt="" /> </a></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-ce852d6 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="ce852d6" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-d00d727 elementor-column elementor-col-100 elementor-inner-column" data-id="d00d727" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-a51856b warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="a51856b" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px; max-width: 550px; margin: -20px auto 20px auto;"><em>Welcome to Leroy Merlin, how can we assist you today?” banner with options to view current promotions, the product catalogue, personalized recommendations, and to sign into profile.</em></div></div></div></div><div class="elementor-element elementor-element-fee160a execution_text elementor-widget elementor-widget-text-editor" data-id="fee160a" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>By adding a navigational banner to the lower homepage after the fold, there was a 3.62% uplift in purchases and a 2.35% uplift in the add-to-cart rate compared to when there was no banner. <br /><br />This showed the team that they could add more guided selling features to their roadmap, as some visitors are at least medium intent, but they don’t know exactly what they want to buy from Leroy Merlin’s large product catalogue.</p></div></div></div><div class="elementor-element elementor-element-d6828bb execution_subtitle lamoda elementor-widget elementor-widget-text-editor" data-id="d6828bb" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Delivering a “Just for You” experience</p></div></div></div><div class="elementor-element elementor-element-190db74 execution_text elementor-widget elementor-widget-text-editor" data-id="190db74" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Leroy Merlin wanted to deliver a tailored experience to users who were entering their site from email, or their account profile. This was a good starting point for Leroy Merlin South Africa’s personalization program because it utilized context from known users’ browsing history. By focusing on users who are already engaged and have signed up for an account, they could see early success before turning their attention to low intent and new users. <br /><br />Using stacks of recommendation blocks and dynamic content, they were able to compile personalized pages that show users affinity-based recommendations. These recommendations are served based on customer data for past preferences, offline purchase history, and real-time interactions with the brand. Affinity scores are calculated using select attributes such as category, brand affinity, price range, topic, color, and more. </p><p>New users can also visit the “Just for You” page, including by navigating from the lower page welcome banner mentioned previously. These users are shown current trending products as well as deep learning recommendations based on the NextML algorithm.</p><p>NextML is an algorithm within AdaptML, a centralized AI system that automates decision making and adapts experiences according to real-time user behavior across channels, predicting their next move with unparalleled accuracy. <br /><br />NextML is a self-training deep learning AI system that adapts the digital experience to each user individually, by extrapolating buying intent from user data and predicting which products they might be interested in. NextML recommends the next best series of products based, adapted to user behavior as they navigate the site. As a self-learning model, NextML continuously optimizes recommendations during the session based on buying patterns, visitor behavior, location, and more.</p><p>The team used NextML to specifically promote first-party products where possible, driving their brand reputation for top quality products in the region.</p></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-90252fc elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="90252fc" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-706e9f4 elementor-column elementor-col-100 elementor-inner-column" data-id="706e9f4" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-21a0918 b-lazy retina_parent elementor-widget elementor-widget-image" data-id="21a0918" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2025/01/Frame-11.png" data-elementor-open-lightbox="yes" data-elementor-lightbox-title="Frame 11"> <img loading="lazy" decoding="async" width="740" height="531" src="https://www.dynamicyield.com/wp-content/uploads/2025/01/Frame-11.png" class="attachment-full size-full" alt="" /> </a></div></div></div><div class="elementor-element elementor-element-20e4002 b-lazy retina_parent elementor-widget elementor-widget-image" data-id="20e4002" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2025/01/Frame-12.png" data-elementor-open-lightbox="yes" data-elementor-lightbox-title="Frame 12"> <img loading="lazy" decoding="async" width="740" height="485" src="https://www.dynamicyield.com/wp-content/uploads/2025/01/Frame-12.png" class="attachment-full size-full" alt="" /> </a></div></div></div><div class="elementor-element elementor-element-5c6d930 warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="5c6d930" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px; max-width: 550px; margin: -10px auto 20px auto;"><em>The Just for You page is built on a series of recommendation widgets.</em></div></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-493a083 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="493a083" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-581d8e3 elementor-column elementor-col-100 elementor-inner-column" data-id="581d8e3" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-7cd677b execution_subtitle lamoda elementor-widget elementor-widget-text-editor" data-id="7cd677b" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Boosting first-party product sales with filtered recommendations</p></div></div></div><div class="elementor-element elementor-element-b3db218 execution_text elementor-widget elementor-widget-text-editor" data-id="b3db218" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Leroy Merlin South Africa sells thousands of first-party products directly; however, they also have an online marketplace within their website where third-party products are sold. Almost 70% of products available on their website are from third parties. As these products were sometimes more price-competitive than first-party products, Dynamic Yield helped Leroy Merlin to boost the visibility of first-party products through filtered recommendation algorithms.</p><p>As well as focusing the scratch card pop-up on just first-party products, Leroy Merlin wanted to ensure that the product recommendations across its site promoted the quality first-party products that they offer. This was important for them in terms of building brand awareness and trust in a new market, rather than becoming a host for smaller third-party vendors.</p></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-4f68981 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="4f68981" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-b331086 elementor-column elementor-col-100 elementor-inner-column" data-id="b331086" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-7f80744 b-lazy retina_parent elementor-widget elementor-widget-image" data-id="7f80744" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2025/01/Frame-13.png" data-elementor-open-lightbox="yes" data-elementor-lightbox-title="Frame 13"> <img loading="lazy" decoding="async" width="740" height="514" src="https://www.dynamicyield.com/wp-content/uploads/2025/01/Frame-13.png" class="attachment-full size-full" alt="" /> </a></div></div></div><div class="elementor-element elementor-element-425cd51 warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="425cd51" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px; max-width: 550px; margin: -10px auto 20px auto;"><em>On Leroy Merlin South Africa’s homepage, the best seller and trending recommendation widgets promote first party own-brand products.</em></div></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-15ddc70 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="15ddc70" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-53dc73b elementor-column elementor-col-100 elementor-inner-column" data-id="53dc73b" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-9f0ca1b b-lazy retina_parent elementor-widget elementor-widget-image" data-id="9f0ca1b" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2025/01/Frame-14.png" data-elementor-open-lightbox="yes" data-elementor-lightbox-title="Frame 14"> <img loading="lazy" decoding="async" width="740" height="258" src="https://www.dynamicyield.com/wp-content/uploads/2025/01/Frame-14.png" class="attachment-full size-full" alt="" /> </a></div></div></div><div class="elementor-element elementor-element-d3ed9a3 warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="d3ed9a3" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px; max-width: 550px; margin: -10px auto 20px auto;"><em>Third-party products are identified with a “marketplace seller” badge on the recommendation carousels and product listing pages, making it clear to visitors whether they are purchasing from Leroy Merlin directly, or a third-party seller.</em></div></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-cb9422c elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="cb9422c" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-846e92e elementor-column elementor-col-100 elementor-inner-column" data-id="846e92e" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-75da629 execution_text elementor-widget elementor-widget-text-editor" data-id="75da629" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>This approach to product recommendation filtering increased direct revenue from the homepage by 9x.</p><p>Leroy Merlin South Africa saw that a lot of their website traffic was coming from channels that directed users straight to PDPs. This reduced the likelihood that users would browse the website for a variety of products and increased the chance of them bouncing after viewing just one product. To combat this pattern, Dynamic Yield introduced deep learning product recommendation blocks on PDPs using AdaptML. This showed visitors the most relevant products they might want to see next and increased the probability of them staying on the site to explore more products.</p></div></div></div><div class="elementor-element elementor-element-00346dc execution_subtitle lamoda elementor-widget elementor-widget-text-editor" data-id="00346dc" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Increasing conversion rates amongst low-intent visitors</p></div></div></div><div class="elementor-element elementor-element-e204395 execution_text elementor-widget elementor-widget-text-editor" data-id="e204395" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>The Leroy Merlin South Africa team also wanted to incentivize visitors to make a purchase rather than browsing with no real focus. They used creative and engaging out-of-the-box Dynamic Yield templates to deploy a scratch card pop-up with offers for discounts on first-party products to website visitors.</p></div></div></div><div class="elementor-element elementor-element-444750e b-lazy retina_parent elementor-widget elementor-widget-image" data-id="444750e" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2025/01/Frame-15.png" data-elementor-open-lightbox="yes" data-elementor-lightbox-title="Frame 15"> <img loading="lazy" decoding="async" width="740" height="374" src="https://www.dynamicyield.com/wp-content/uploads/2025/01/Frame-15.png" class="attachment-full size-full" alt="" /> </a></div></div></div><div class="elementor-element elementor-element-6be9555 warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="6be9555" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px; max-width: 550px; margin: -10px auto 20px auto;"><em>The scratch card offer pop-up targeted all users who showed exit intent without making a purchase. The offer was limited to first-party products so that the team could push visitors to view more of their own products and build brand and product awareness in the region.</em></div></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-114b004 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="114b004" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-8b38b49 elementor-column elementor-col-100 elementor-inner-column" data-id="8b38b49" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-dd5fc8e execution_text elementor-widget elementor-widget-text-editor" data-id="dd5fc8e" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Just one week after introducing this feature, first-party product sales were up 30%. As one of their most successful website campaigns, Leroy Merlin will next look at a more targeted offering to specific audience segments based on intent levels using empathic personalization.</p><p>Empathic personalization allows brands to further refine and tailor specific content and campaigns according to where the user is in their conversion journey. These audiences put more of a focus on where the user’s mindset is and where they might be facing hesitation in the conversion funnel rather than other approaches to audience segmentation.</p></div></div></div><div class="elementor-element elementor-element-e6e997b execution_subtitle lamoda elementor-widget elementor-widget-text-editor" data-id="e6e997b" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Promoting complimentary products and services</p></div></div></div><div class="elementor-element elementor-element-3e53a6c execution_text elementor-widget elementor-widget-text-editor" data-id="3e53a6c" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>NextML was also used after customers added a product to their cart. Leroy Merlin would also offer complimentary services to that product. For example, if a customer adds a new garage door to their cart, Leroy Merlin would promote relevant garage installation services on the cart page.</p></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-527b68a elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="527b68a" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-77d8171 elementor-column elementor-col-100 elementor-inner-column" data-id="77d8171" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-b3e3147 b-lazy retina_parent elementor-widget elementor-widget-image" data-id="b3e3147" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2025/01/Frame-16.png" data-elementor-open-lightbox="yes" data-elementor-lightbox-title="Frame 16"> <img loading="lazy" decoding="async" width="740" height="374" src="https://www.dynamicyield.com/wp-content/uploads/2025/01/Frame-16.png" class="attachment-full size-full" alt="" /> </a></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-ba99c0f elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="ba99c0f" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-63f6840 elementor-column elementor-col-100 elementor-inner-column" data-id="63f6840" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-611ff92 execution_text elementor-widget elementor-widget-text-editor" data-id="611ff92" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>This was important for the company to raise awareness of their full service offering in a new market, as many visitors would otherwise not realize that they had the option to book services as well as make product purchases through the retailer.</p></div></div></div><div class="elementor-element elementor-element-0237df0 execution_subtitle lamoda elementor-widget elementor-widget-text-editor" data-id="0237df0" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Guided selling with Shop the Look campaigns</p></div></div></div><div class="elementor-element elementor-element-df817ff execution_text elementor-widget elementor-widget-text-editor" data-id="df817ff" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>As Leroy Merlin has such a wide range of products in its catalogue, the team sought to add “Shop the Look” features for different areas of the home. This new guided selling feature is also focused on medium-intent web visitors who are browsing to make a purchase but are not focused on a specific product. Visitors who enter the category, in this example landscaping, but go to the category page rather than a specific product section, see the below “Shop the Look” interactive module if they scroll down the category page.</p></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-d14f405 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="d14f405" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-141533a elementor-column elementor-col-50 elementor-inner-column" data-id="141533a" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-c3280e0 b-lazy retina_parent elementor-widget elementor-widget-image" data-id="c3280e0" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2025/01/Screenshot-10.png" data-elementor-open-lightbox="yes" data-elementor-lightbox-title="Screenshot 10"> <img loading="lazy" decoding="async" width="730" height="498" src="https://www.dynamicyield.com/wp-content/uploads/2025/01/Screenshot-10.png" class="attachment-full size-full" alt="" /> </a></div></div></div></div></div></div><div class="elementor-element elementor-element-23e29be elementor-column elementor-col-50 elementor-inner-column" data-id="23e29be" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-ded1467 b-lazy retina_parent elementor-widget elementor-widget-image" data-id="ded1467" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2025/01/Screenshot-12.png" data-elementor-open-lightbox="yes" data-elementor-lightbox-title="Screenshot 12"> <img loading="lazy" decoding="async" width="730" height="498" src="https://www.dynamicyield.com/wp-content/uploads/2025/01/Screenshot-12.png" class="attachment-full size-full" alt="" /> </a></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-fe49f55 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="fe49f55" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-a9ac31a elementor-column elementor-col-100 elementor-inner-column" data-id="a9ac31a" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-b16f9dc warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="b16f9dc" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px; max-width: 550px; margin: -10px auto 20px auto;"><em>Shoppers can scroll over the products on this page to get inspiration for different home ideas. The module is placed below the fold of the category page, targeting medium-intent visitors who have picked a specific category but are “viewing all” in the category rather than going to a specific section.</em></div></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-5d91821b case_study_takeaway padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="5d91821b" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-1c34ca81 elementor-column elementor-col-100 elementor-top-column" data-id="1c34ca81" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-5eaf934b elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="5eaf934b" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-75b70453 elementor-column elementor-col-100 elementor-inner-column" data-id="75b70453" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-1cceb629 takeaway_title elementor-widget elementor-widget-heading" data-id="1cceb629" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">The Key Takeaway</h2></div></div><div class="elementor-element elementor-element-5a8075b5 takeaway_text elementor-widget elementor-widget-text-editor" data-id="5a8075b5" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Leroy Merlin South Africa’s personalization journey demonstrates the importance of testing and learning what works with a new audience and that success in a new market might require a tailored approach. Understanding audience intent and mindset in the buying journey is crucial for delivering a shopping experience that moves visitors along the conversion funnel.</p><p>Leroy Merlin South Africa’s success is exemplified by the fact that the majority of their site visitors are low intent (as with many e-commerce sites), and yet this audience segment has the highest average order value of all site visitors.</p><p>With the power of deep learning algorithms, the Leroy Merlin team was able to capture the immediate attention of their low intent customers with highly relevant recommendations, served through innovative Dynamic Yield templates.</p></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-8f67581 case_study_takeaway padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="8f67581" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-4e18afa elementor-column elementor-col-100 elementor-top-column" data-id="4e18afa" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-4701370 get_your_demo elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="4701370" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-ac29474 elementor-column elementor-col-100 elementor-inner-column" data-id="ac29474" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-e410281 get_your_demo_title elementor-widget elementor-widget-heading" data-id="e410281" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">GET YOUR DEMO</h2></div></div><div class="elementor-element elementor-element-0cf0a48 elementor-widget elementor-widget-html" data-id="0cf0a48" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <script src="//pages.dynamicyield.com/js/forms2/js/forms2.min.js"></script> <div id="cs-form-wrapper"><form id="mktoForm_3739"></form> <script>MktoForms2.loadForm("//pages.dynamicyield.com", "386-GHP-185", 3739, function(form) {
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