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 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 product 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 has already been prototyped and is in test for production.