Case Study: Leroy Merlin increases conversion rate by 16% with Kevel Audience

LEROY MERLIN Portugal uses affinity-based first party audiences for website personalization

Leroy Merlin Portugal, the Portuguese branch of the European home improvement and gardening retailer, needed a privacy-first way to retarget and personalize its ecommerce marketing in a GDPR-compliant manner. Working with Kevel Audience, the team looked for a first-party data solution that could help unify behavioral data and support highly customizable audience segments for onsite and paid media efforts.

Kevel Audience enabled Leroy Merlin Portugal to build affinity-based first-party audiences from user behavior and product interactions, then activate those segments for personalized homepage banners. In A/B tests, Kevel helped deliver stronger performance with personalized images, driving a 16.26% increase in conversion rate, a 2.87% lift in average order value, and a 19.08% increase in revenue per session.

Leroy Merlin

Ana André

Data-Driven Marketing Director