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How Leroy Merlin Added Over $700K into its carts with Idukki’s UGC widgets
Headquarters
South Africa
Use Cases
UGC Suite to increase online sales
Buyer Geography
Global
Industry
Home Improvement & DIY Furniture
Executive Summary
Leroy Merlin, a global leader in the home improvement segment partnered with Idukki.io to harness the power of authentic user-generated content (UGC) across its digital ecosystem.
Over a one-year period, the strategic implementation of Idukki’s UGC widgets on key pages —including the homepage, product detail pages (PDPs), category pages, and inspiration galleries—has yielded remarkable results.
This case study details how Leroy Merlin transformed its customer journey, leading to a 42% increase in conversion rates, a 38% boost in add-to-cart actions, and the collection of over 5,200+ valuable UGC assets, cementing its position as a digitally-savvy, customer centric brand.
Challenge
Translating In-Store Trust to the Ecommerce Website
While renowned for its exceptional in-store experience and customer relationships, Leroy Merlin faced the common retail challenge of replicating that same level of trust and engagement online. The brand recognized that modern consumers seek authenticity before making purchasing decisions online. The primary objectives were to:
- Enhance Authenticity – Move beyond standard product photos to showcase real-life applications and DIY projects from actual customers.
- Boost Engagement: Create a more dynamic and interactive online experience that encourages customers to spend more time on the site.
Increase Conversions: Directly link inspiration to commerce by making user generated content shoppable.
Scale Content Creation: Efficiently collect, manage, and display a high volume of
customer content without manual overload.
Solution
A Strategic UGC Implementation with Idukki.
Leroy Merlin chose Idukki for its comprehensive, no-code platform that allows for seamless collection, moderation, and display of UGC. The solution was rolled out strategically across the website to maximize impact at every stage of the customer journey.
Key aspects of the implementation included
| Page Type | Idukki Widget Implementation |
|---|---|
|
Homepage |
A dynamic Shoppable Videos gallery to immediately showcase popular products in real life setting and influence impulse buys |
|
Product Detail Pages
(PDPs) |
UGC widgets displaying customer photos and videos using the specific product,
providing powerful social proof. |
|
Category Pages |
Category specific pages featuring curated UGC to inspire new projects and drive
traffic to relevant product page. |
|
Inspiration Galleries |
Inspirational carousels showing a variety of customer projects to aid product
discovery. |
Outcome
$700K
in add-to-cart revenue
800+
new UGC assets by customers
100.8m
total impressions
5200+
UGC assets library
The Results: A Year of Transformative Growth
Unprecedented Lift in Key Metrics
The integration of Idukki’s widgets led to a substantial increase in user engagement and conversion metrics.
Performance by Page Type
The impact was felt across all pages where Idukki was implemented, with PDPs and Inspiration Pages seeing the most dramatic increases in engagement and conversion.
Explosive UGC Collection
Idukki’s platform enabled Leroy Merlin to build a massive library of authentic content, growing from a few hundred to over 5,200 assets in just 12 months. This content now serves as a powerful marketing engine for the brand.
Conclusion: People Trust People
The success of the Leroy Merlin and Idukki partnership validates a simple but powerful truth: people trust people. By placing authentic customer stories at the heart of its e-commerce strategy, Leroy Merlin has not only enhanced its digital presence but also deepened its relationship with its customers. Idukki provided the technology, but Leroy Merlin’s customers provided the magic!
“Our customers are our biggest advocates. We needed a way to put their creativity and real-world projects at the forefront of our digital experience. The goal was to build trust and community , not just an e-commerce site.”
–Tebogo M
Head of Digital, Leroy Merlin