Customer Stories

Engaging employees and customers to gain transformative ideas and insights

Engaging employees and customers to gain transformative ideas and insights

Engaging employees and customers to gain transformative ideas and insights

Reaching out to employees and customers across Brazil gave this market-leading DIY retailer an opportunity to build engagement and gain transformative ideas and insights.

Put people first and ideas will follow

Leroy Merlin Brazil considers people their most important resource. They aim to stay fully connected to their customers while also giving their 68,000 global employees a high degree of autonomy in their own stores, departments and divisions.

Time to think big

Leroy Merlin is the DIY retail leader in Brazil, with 20 big-box branches spread across a vast country. The innovation team there knew their customers and staff would have some fantastic CX, process, sustainability and product ideas, and decided to find a way to unlock them across the business. How do you engage disparate groups of customers and staff, in multiple locations, and make sure everyone’s voice is heard?

Finding the perfect fit

Crowdicity’s idea management platform offered availability, flexibility and high levels of service. For Leroy Merlin, it was essential that they were able to easily segment different groups (employees, customers, partners) and target specific challenges and questions to the relevant groups of users.

Focusing on engagement

To build internal momentum around the challenge, Leroy Merlin launched their community in a series of store-led events, inviting staff to submit their ideas and vote on their favourites. Externally, they used a mix of direct marketing, social media promotions, in-store activations and even public hackathons to drive participation.

What happened next?

In its first three months, the open innovation platform gathered an incredible 849 employee ideas and 281 customer ideas, with almost 3000 votes cast. Three groups of students presented their project to the board, and one customer idea was prototyped and is in test for production.


“The Crowdicity platform is already part of the innovation culture of Leroy Merlin Brazil. Not only it collects the ideas of our employees and customers on a daily basis, but It served us well as a voting platform in our annual event of innovation where we select the best ideas. In 2019 we selected 144 ideas to participate in this Forum, among them 12 ideas from customers and 10 startup cases. All of them already implemented and generating value for our company”, says Charles Schweitzer – Head of Innovation.

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