Leroy Merlin España (LME): A communication strategic approach to a digital community

In 2008, a leader in home improvement and decoration Leroy Merlin began a strategic approach to communication intended to reflect the transformation taking place in its business model to transition from the traditional brick and mortar retail model to an omnichannel model. This communication strateg...

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Bibliographic Details
Published inIE Business Cases. Leroy Merlin España (LME) : A Communication Strategic Approach to a Digital Community
Main Author IGNACIO ALVAREZ DE MON PAN DE SORALUCE
Format Report
LanguageEnglish
Published Madrid IE Business School 01.01.2016
Subjects
Business communications
Business models
Communication
Home improvement industry
Retail stores
Retailing industry
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Summary:In 2008, a leader in home improvement and decoration Leroy Merlin began a strategic approach to communication intended to reflect the transformation taking place in its business model to transition from the traditional brick and mortar retail model to an omnichannel model. This communication strategy allowed individual stores to not only continue with the company's strongest traditions but also give them a key role in identifying and developing projects while acting as leaders and spokespersons for the organization. At the heart of this approach is the idea that success or failure of a strategy ultimately lies in the people who will carry them out.