CASE STUDY differentiated experience that makes it much more than a traditional retail app.
THE MARKETPLACE ENRICHES THE APP BY CREATING A DIFFERENTIATED EXPERIENCE THAT MAKES IT MUCH MORE THAN A TRADITIONAL RETAIL APP.
projects with ease and confidence. With that in mind, we built the app around flexibility, inclusivity and accessibility. Offline caching keeps baskets and product details safe even if a signal drops.
Localised promotions reflect the strong culture of deal hunting. Compatibility with Huawei AppGallery makes the app usable on a wide range of devices.
We also paid close attention to language. The app already supports English, Afrikaans, isiZulu, Sesotho and Setswana, with more local languages on the way. This is important because it ensures that customers can engage with us in the language they feel most comfortable using. Our goal is to create an experience that feels natural, intuitive and empowering for every South African who wants to take on a DIY or home improvement project.
What role does marketplace integration play in enhancing the overall customer experience?
Marketplace integration is a valuable addition that sets our app apart from many others in the retail space. It expands choice well beyond Leroy Merlin’ s own inventory, giving customers access to a wide ecosystem of more than 500 sellers and tens of thousands of products. This variety means a shopper can find everything from DIY essentials and specialist tools to complimentary products for the home like furniture and accessories, all in one place.
It also encourages healthy competition between sellers, which benefits customers with sharper prices, better availability and broader options. The marketplace enriches the app by creating a
How have you addressed challenges such as low connectivity to ensure the app works smoothly across the country?
Connectivity challenges are part of daily life. To make sure the app works everywhere, we focused on light data usage, offline persistence for carts and wishlists, and smart caching for product pages. This way the app keeps running smoothly even if coverage drops during project planning. We also cut unnecessary weight from images and used edge caching to speed up load times on slower networks. The idea is simple, the app must just work whether someone is in a city or in a rural area.
What future upgrades or features are you most excited to introduce?
We have some very exciting features coming that will take the app far beyond a standard shopping tool. The first is the integration of an AI Shopping Copilot. This will allow customers to find products in a natural, conversational way instead of relying only on a traditional search bar. It will also make it easier to connect directly with our customer care team whenever help is needed.
The second is the integration of services such as installation, maintenance and repair directly into the shopping journey. Customers will not only be able to buy the right product but also book the right professional to get the job done.
The third is an in-store feature that will allow customers to easily locate a product on the floor plan. This will save time and make the store experience as smooth as possible.
How does this mobile first strategy support Leroy Merlin’ s wider vision for DIY and home improvement in South Africa?
Our wider vision is to make home improvement more accessible, affordable and inspiring for every South African. Mobile is the key. Most customers begin on their phone, not a desktop, which is why the app plays such an important role. It brings Leroy Merlin closer to our customers wherever they are, combining shopping, inspiration and support in one seamless experience. We want to empower every South African with a great range of products, services and tools they need to make their home the best place to live. p
16 INTELLIGENTCIO AFRICA www. intelligentcio. com