Leroy Merlin

About Leroy Merlin

Leroy Merlin South Africa sells home-improvement, building, garden and decor ranges in its stores and online at leroymerlin.co.za. Before Idukki it ran customer content on Bazaarvoice.

The problem

On a home-improvement catalogue, studio shots rarely answer the question shoppers actually have: how does this look and hold up in a real home? That gap shows up as hesitation on the product page and value left in the cart.

What they set up

• 1Collected and rights-cleared customer photos and videos, then surfaced them in shoppable galleries on high-intent product and homepage modules.
• 2Tagged products onto the UGC so a shopper could move from inspiration to cart in a click, without leaving the page.
• 3Ran a SNAP-TAG-SHARE inspiration wall and monthly competition entries to keep fresh content flowing from real customers.
• 4Reconciled cart and order events back to each widget so the revenue contribution was attributed in GA4, not assumed.

The results

Attributed gross sales: $651K (11.3M ZAR over 10 months, per Leroy Merlin GA4). Conversion + AOV: Both up (Lift on PDPs carrying UGC, post-launch). Add-to-carts from the widget: 7,488 (Products added to cart straight from customer content). Cart value from the widget: R14.6M (Value of those add-to-carts: buying intent, not revenue).

Why it worked

Home improvement is a show-me category. A shopper looking at a paint, a tile or a garden set wants to see it in a real home, and the galleries put exactly that next to the add-to-cart button. The content kept coming from three always-on channels (QR codes, the post-purchase email and a social upload on the product page), so the galleries never went stale: 31 of them are live today, from the homepage to category edits like Bathroom, Garden & Landscaping and Kitchen & Storage.

How it’s measured

Evidence

Revenue in the customer’s own GA4

Method

Gross sales attributed to the Idukki widgets in Leroy Merlin’s own GA4, with cart and order events reconciled back to each widget. Add-to-carts, cart value and reach from Idukki widget analytics.

Window

10 months for GA4 revenue; lifetime for the widget figures; 18 months for the UGC collected

Source

Leroy Merlin GA4 (revenue); Idukki production analytics (widget figures); Idukki platform records (UGC collected)

What it does not prove

Conversion and AOV are reported as up on product pages carrying UGC; the size of that lift is not published. The store has no Idukki checkout tracking, so proven revenue is measured in GA4 instead.

Stack

• Idukki shoppable galleries
• Product tagging
• SNAP-TAG-SHARE wall
• GA4 revenue attribution