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

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

People trust people,
not just brands