Leroy Merlin is the oldest chain of DIY stores offering a broad range of construction, renovation, decoration and garden products in Poland. The first store was opened in 1996 in Piaseczno near Warsaw, and by 2012 there were 43 Leroy Merlin stores in various towns and cities,
The aim of the DOM (HOUSE) loyalty program is to reward the most valuable customers of Leroy Merlin. It is available in all Leroy Merlin stores in Poland. Customers are able to join the program by filling in the registration form available at the program website or in the Program Centre in each store. Having filled in the form, to obtain and activate the loyalty card the customer needs to visit the Program Centre at a selected store.
Each program participant receives three cards: one main card and two additional ones. The cards are not personalized and it is possible to earn loyalty points on a participant’s account every time a transaction is made at a Leroy Merlin store. All of the cards enable DOM Program points to be earned and they entitle members to gain discounts and other program rewards.
Having entered the program, a participant is entitled to a welcome discount of 5% for a one-time purchase at Leroy Merlin. The discount is valid for a period of one month following card activation. A program participant’s account is valid for a period of 12 months from the day of card activation, and for six months following account
for a further year is free of charge.
Loyalty points are granted to the account of a program participant with every purchase, even purchases bought with a discount. They are calculated on the basis of the amount spent at Leroy Merlin and granted for all transactions, regardless of method of payment. When points are awarded, the participant is informed by email or SMS.
According to the rules of the loyalty program, a participant receives one point for every PLN 5 spent per transaction. Every time a participant
has accumulated 1,000 points, they can be redeemed for a singleuse 10% discount on their next purchase at Leroy Merlin. For this discounted purchase the participant is also granted points, at the rate of one point per PLN 10 spent. The discounts granted as a result of the accumulated loyalty points may not be combined, but they may be redeemed at subsequent transactions. The points are visible on the customer’s loyalty account the day following a given transaction.
The most valuable Leroy Merlin customers may benefit from particular care. They have access to special offers and special events organized by a selected store. Program organizers also provide them with seasonal discounts, excellent credit terms, professional presentations, interesting demonstrations, technical innovations and many other attractions. These special customers are informed of upcoming events systematically, taking into consideration their preference for using particular communication channels.
Information on the number of points on a participant’s account is available at cash desks in all stores, which is also where customer entitlement to a discount is verified, along with account validity. Access to this information is also possible to learn from a shop assistant, in Program Centres and at www.leroymerlin.pl.
Participants are also informed of account expiry and the possibility of prolonging it by email or SMS.
Besides the possibility of using discounts, participation in the program ensures convenience in the relationship with Leroy Merlin at subsequent purchases, thanks to the online transaction history available via a dedicated member website. This provides access to information on previous purchases and the easy selection of products similar to those already bought, as well as the return of products without the need to present a receipt. It also helps the customer to control expenses and be informed of actual running costs. In addition, program participants are guaranteed delivery of purchased products on the day of
One of the main challenges for customer-oriented enterprises is to create a strong bond between customers and the brand.
The implementation of Comarch Loyalty Management at the Leroy Merlin chain of stores finished in April 2008. The project was accomplished within six months.
The Comarch Loyalty Management system implemented at the Leroy Merlin stores consists of the Business Administration application, the B2C web application for customers and the application for Customer Service Offices at stores, offering all of the features related to customer registration and bonus redemption.
The system was implemented at the Data Center located at Leroy Merlin head office, gathering data in a central database. The system was implemented on an offline model. Transactional loyalty data is registered in the cash system and, once assigned to the number of the loyalty card, transferred once a day, as part of a single file, to the loyalty system for further processing. Redemption operations which decrease the loyalty points balance are registered on-line in the system.
The solution enables Leroy Merlin to carry out personalized communication with a customer using various communication channels and build various types of promotional campaigns based on any transaction attributes including single SKU’s (Stock Keeping Units). The system also enables an individual reward strategy to be defined for particular customer segments.
In 2010, Leroy Merlin also implemented the Comarch Campaign Management system, which makes it possible to carry out automate marketing campaigns. Comarch Campaign Management is fully integrated with the CLM system. As a result, loyalty segments may be utilized within The solution enables Leroy Merlin to carry out personalized communication with a customer using various communication channels and build various types of promotional campaigns based on any transaction attributes including single SKU’s (Stock Keeping Units). The system also enables an individual reward strategy to be defined for particular customer segments. In 2010, Leroy Merlin also implemented the Comarch Campaign Management system, which makes it possible to carry out automate marketing campaigns. Comarch Campaign Management is fully integrated with the CLM system. As a result, loyalty segments may be utilized within marketing campaigns and customers gain additional discounts as a reward for participation in marketing campaigns. and customers gain additional discounts as a reward for participation in marketing campaigns.