CASE STUDY
Leroy Merlin South Africa, part of the global Adeo Group, has rolled out its new mobile app, designed to reshape how South Africans approach DIY and home improvement.
The free-to-download app offers a mobile-first experience built for the local market, featuring lowconnectivity optimisation and in-app self-checkout to help shoppers avoid queues.
“ This isn’ t just another app – it’ s a complete reimagining of how DIY retail can support real lives,” said Dmitriy Anderson, Chief Information Officer and Head of E-commerce and Marketplace Strategy, Leroy Merlin South Africa.“ We’ ve designed every feature to reduce friction and give our customers more control – whether you’ re a contractor checking availability before a job on-site or a first-time homeowner planning your dream space from your couch.”
The app can be searched in five of South Africa’ s major languages – English, isiZulu, Afrikaans, Sesotho and Setswana – with future upgrades set to broaden and enhance its capabilities. Unlike typical retail apps that simply resize websites for mobile, the Leroy Merlin SA app has been purpose-built for smartphones. It provides a streamlined interface with real-time stock availability, marketplace integration and smart filters to make shopping easier.
The app includes project-based shopping lists, barcode scanning, real-time order tracking and account management. A loyalty programme, WhatsApp-style inapp chat and a self-service refund option simplify support and returns. Customers also receive push notifications for order updates, promotions and wish list activity.
Shoppers can choose their preferred store, view trading hours and switch locations to see stock elsewhere. In France, the app is even used as a gift registry, enabling friends and family to contribute specific items to renovation projects.
“ Our customers aren’ t one-size-fits-all,” Anderson added.“ Some want inspiration, others want speed and simplicity. Our job is to deliver all of it in a way that feels effortless.”
Leroy Merlin currently operates five physical stores across Gauteng: Fourways, Little Falls, Boksburg, Greenstone and Centurion.
We asked Dmitriy Anderson, Chief Information Officer and Head of E-commerce and Marketplace Strategy, Leroy Merlin South Africa, further questions to find out more about the project.
What makes this app different from traditional retail apps that simply adapt websites for mobile?
Most retail apps are just mini versions of websites, which usually means clunky navigation and slow response times. We designed ours as mobile first from day one. It is not a copy of our website but a purposebuilt experience that is fast, intuitive and made for mobile use. The app brings together our marketplace, promotions, loyalty card and self-checkout in one place. The result is a project powerhouse for our customers rather than just another catalogue on a screen.
How did you design the app to meet the specific needs of South African shoppers?
South African shoppers are resourceful, creative and diverse. They expect tools that help them complete
www. intelligentcio. com INTELLIGENTCIO AFRICA 15