Leroy Merlin management want two key messages to be delivered to customers - Everyday Low Price, and Omni-channel store with the seamless purchasing experience.”

Retail customers are increasingly demanding personalised and convenient experiences, and as a result, retailers are expecting more from their brand consultants. To keep attracting and engaging customers, DIY retailers like Leroy Merlin must stay ahead of the latest behavioural trends while drawing inspiration from both within and outside their category.

As e-commerce solidifies its place as a primary retail strategy, physical stores must evolve to offer added value and unique in-store experiences that cannot be replicated online. Today, stores are being transformed into spaces where people gather, find inspiration, and discover new products. This shift is especially significant for Generation Y, who may lack confidence in DIY skills and require additional support from retailers.

Earlier this year, Leroy Merlin's management team in Russia challenged us to redefine their retail format in response to social changes and evolving consumer perceptions. The goal was to enhance the visual image of the store experience while effectively conveying two key messages: Everyday Low Prices and an Omni-channel shopping experience that ensures seamless purchasing.

In light of these developments, it's important to consider several key issues for Leroy Merlin and other retailers when briefing design consultants and brand agencies. Consumers now navigate multiple platforms and expect superior customer service at each touchpoint along their journey. Successful brands are those that deliver a consistent and seamless shopping experience through digital platforms, in-store interactions, and even outdoor brand communications. For inspiration, DIY retailers can look to Argos.com as a model for effective integration across channels.

In Germany, one of the top three DIY retailers operates entirely online, showcasing the growing trend of consumers who prefer to shop digitally. Rather than shy away from this competition, Leroy Merlin is choosing to embrace it by providing customers with greater control and convenience in their on/offline shopping experiences. This includes deploying innovative technologies that connect the in-store retail design with the overall brand experience.

Traditionally, the DIY market has been male-dominated, with women often delegating DIY projects to partners or professionals. However, a notable trend is emerging. For instance, The Home Depot in the United States has implemented a “woman-friendly makeover” to enhance their shopping experience and increase female footfall. Faced with stiff competition from Lowe’s, they recognised the need to adapt their strategy, a goal that aligns with Leroy Merlin's intentions as well.

As younger generations enter the housing market, the DIY industry must prepare for both fashion and interactive communication trends. Millennials shop differently than previous generations and have higher service expectations. Technology will be critical for this cohort, who frequently research and shop online while utilising click-and-collect or delivery services. They also exhibit a limited loyalty span, favouring immediate gratification from mobile offers over traditional loyalty programs. Social media platforms like YouTube and Pinterest significantly influence their brand choices.

The images featured in this article showcase our collaborative work on retail store design and branding with Leroy Merlin’s executive management.

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