Leroy Merlin turns DIY products into motivation coaches

The campaign is based on research indicating that nearly 60 percent of French people describe themselves as DIY enthusiasts

Leroy Merlin has launched Les Produits Anti-Flemme, a WhatsApp-based programme designed with FullSix to encourage customers in France to complete small home improvement projects they have been putting off.

Running through September 16, the initiative turns purchased DIY products into conversational reminders. Customers who buy one of 4,000 eligible products can register for the programme and select a one-, two- or three-week period in which they want to complete their project.

Leroy Merlin uses WhatsApp to tackle DIY procrastination

The campaign is based on research indicating that nearly 60 percent of French people describe themselves as DIY enthusiasts, while 56 percent consider small DIY jobs among the household tasks they are most likely to postpone.

Leroy Merlin’s approach is to extend the customer relationship beyond the purchase by using the product itself as a source of reminders and encouragement until the project is completed.

DIY products take on personalities to motivate customers

After registering, customers receive WhatsApp messages at a frequency based on their selected timeframe. Each participating product has its own personality and communication style, with messages designed to encourage customers to move from preparation to action.

The programme covers products across several project categories. FullSix created conversational flows for the selected products, giving each one a specific tone and sequence of messages.

FullSix develops conversational experience for Leroy Merlin

If customers encounter difficulties, the WhatsApp bot can direct them to a Leroy Merlin tutorial tailored to their project. Once the work is finished, customers can mark the task as complete and access the final stage of the experience.

The initiative is designed to make customer support continue after the point of sale, linking product use with completion of the home improvement project.

4,000 products linked to WhatsApp conversations

FullSix developed the campaign from the initial consumer insight through to the WhatsApp programme. Working with Leroy Merlin, the agency identified common DIY tasks that customers tend to postpone and selected 4,000 eligible product references.

The products were grouped by project category and connected to specific conversational journeys. FullSix also developed the product personalities, messages, tone, timing and bot functionality.

How the Leroy Merlin programme works

Customers purchase one of the 4,000 eligible products in a store or online and receive an email inviting them to join the WhatsApp bot. They then select a one-, two- or three-week timeframe for completing their project.

The product sends reminders and encouragement throughout that period. Customers can access relevant Leroy Merlin tutorials if they need assistance before reporting the project as complete.

www.leroymerlin.fr

www.betcfullsix.com

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