Stay competitive in increasingly dynamic, omni-channel scenarios with predictive information about your customers and their buying journey. Digital transformation is a no-return path. See how Leroy Merlin innovated the relationship form in your channels with assisted sales. Learn more: https://www.hybris.com/

2. As a major actor on the worldwide DIY market, LEROY MERLIN helps residents and home-
owners with their home-improvement projects.
As the founding enterprise of the ADEO, LEROY MERLIN specializes in sales of products and
solutions. The history of LEROY MERLIN has been created day by day for more than 50 years
and now extends to 12 countries and, in doing so, makes a unique commitment:
To provide home improvement solutions, tailored to each customer’s specific needs!
LEROY MERLIN offers products that best correspond to the needs of residents and
homeowners by offering supplier brands or brands that the company itself helps develop, with
more than 80.000 items divided into 15 categories (building materials, woods, electricity,
paints, lighting, kitchens, bathroom, etc.).

3. Customers experience a
unique interaction channel
with their brands
The Legacy
Customers experience
multiple interaction
channels with their brands
The Reality
Customers experience the
brand, regardless of the
channel they are using
The Nirvana

4. New reality and challenges
ü How to avoid the evasion of customers of physical stores?
ü How to attract new customers?
ü How to create a digital strategy allied to “in store” strategy?
ü How adapt my management and sales structure to this new
reality?
ü How does this interfere with my B2C operation?
ü How to integrate physical and online store?

5. GUIDED SELLING / ASSISTED SHOPPING

6. GUIDED SELLING is a set of physical and virtual services that generate the best customer
satisfaction.
GUIDED SELLING – ONLINE
The customers are guided by a tool to identify the right products for their
needs through intelligent filters, access to information and answering
questions or doubts.
GUIDED SELLING – IN STORE
It enables a rich customer interaction between the seller in the store and the
customer, adding information as a decision making allied.
Concepts

7. Probably you've heard of USER EXPERIENCE or
UX, the term is fashionable and part of the concept of
designing the best possible user experience when
using a particular product or service.
Every customer journey is unique, because every
customer lives new experiences every day.
Concepts
User Experience(UX)

8. Customer experience
as a continuous
innovation agent
Knowledge Guided Selling Complete Experience Continuous Improvement
Concepts
Physical & Digital - The Integration

9. SCENARIO WITHOUT GUIDED SELLING
Buying a product with lack of knowledge on how to use it and/or need to
buy other accessories/extras
Guided Selling Omni-Channel
Difficulty finding products and lack of relevant information
Products with no stock or not available

10. Guided Selling Omni-Channel
SCENARIO WITH GUIDED SELLING – BENEFITS FOR USER (UX) - CLIENT
Right product at the right time and in the right place
Personalized service, fast purchase, with agile and efficient systems
Cross Selling based on real-time stock
Physical and digital work together
Product recommendation using rich content (video tutorials, technical
specifications, etc.) to help with the purchase decision

11. Guided Selling Omni-Channel
Sales team with access to exclusive content
In Store mobile solution
Integrated sales on all channels
Opportunity to do new sales on the field
SCENARIO WITH GUIDED SELLING – BENEFITS FOR USER (UX) - SALES TEAM

12. Possibility to check inventory from other stores in real time
Guided Selling Omni-Channel
Multi-service: serving various customers simultaneously
Web experience for the sales team: simple tool, agile and efficient, more
visual, easy training
Customers and Sales Team sharing the same platform
SCENARIO WITH GUIDED SELLING – BENEFITS FOR USER (UX) - SALES TEAM

13. ABOUT THE PROJECT

14. Why Leroy Merlin decided to restructure Guided Selling?
Guided Selling already existed in Leroy Merlin a long time before the project was implemented
in partnership with FH.
Following market trends and as part of the Global Digital Transformation strategy, Leroy Merlin
decided to innovate on this scenario and implement Omni-Channel Guided Selling.

15. ü Digital transformation,being Omni-Channel;
ü Reduce sales service time;
ü Inventory control improvement;
ü Improved sales efficiency and flexibility;
ü Improvement of the sales outflow;
ü Sharing opportunities in all sales channels;
ü Multi-service: possibility to serve multiple customers at the same time and have more
than one cart per person;
ü Improve the sales team User Experience (UX), being agile, dynamic and efficient;
ü Reduce learning curve, eliminating extensive trainings;
ü Possibility of using in any device.
Why Leroy Merlin decided to restructure Guided Selling?
BENEFITS ACHIEVED WITH OMNI-CHANNEL GUIDED SELLING

16. SEVERAL
WAVES
STRONG
VALIDATION OF
EACH DELIVERY
WORKSHOPS
&
POCs
DETAIL ALL
FUNCTIONALITIES
EXPERIENCED
UX TEAM
TEAM UP LEROY
& FH
DEDICATED
KEYUSER
TEAM
TRAINING SESSIONS
FOR LEROY STAFF
COMMUNICATION
PLAN
SEVERAL GO LIVES
AGILE
METHODOLOGY
FOR VALUE
PROPOSITION
DESIGN
FAST & SHORT
DELIVERIES
PROCESS
REVIEW
MANAGEMENT OF
ORGANIZATIONAL
CHANGE
Strategy

17. USABILITY
SCOPE
INOVATION
DEADLINE
INTEGRATION
ü Complex scope with lot of customizations.
ü 1st project of Guided Selling in the Americas continent
ü Challenging deadlines;
ü No delays allowed; next window for development will mean 6-
months delay
ü Several integrations: SAP ECC, SAP CAR,
POS, Customer Database, Payment Gateway,
PIM
ü Mobile first, simplicity, relevant information, UX
Challenges of the Project

18. INFINITE POSSIBILITIES:
ü Sellers with access to all customer orders;
ü Customer can interact with the sales team on the platform;
ü Cross and Up Selling;
ü Pick-up in store;
ü Ship from store;
ü Full promo engine;
ü Rich content;
ü Real-time inventory of all stores;
ü Various sales formats;
ü Reservation of Stock possible;
ü Customized offers;
ü Determination of the best logistics flow;
ü Etc…
What were the benefits of the project?

19. Anti-fraud
PIM
Customer
Database
Guided
Selling
Payment
Gateway
POSDTA
POS
Boitatá
BUC
Hybris Commerce Suite
ECC/BW
SAP Hybris
LDAP
Scope
SAP CAR

20. Scope
ViewWarehouse Stock from one or all Stores
ViewStock of Distribution Centers
Transfers
ProductSeparations
Pay in Store
Pick Up in Store
Scheduled Sales
FreightManagement
Logistics Management
Negotiation
Elevations
Multiple Payment Methods
Anti-Fraud

21. TEAM LEROY TEAM FH
Key Users
PO
Architect
Developers
IT Manager
Project Manager
50/50 Team (Business & IT)
Project Manager
Architect
Business Analyst
Developers
Interface Developers
Project Team

22. ü Global specialists in SAP Hybris;
ü Recognized experience in complex projects;
ü Expertise in SAP ERP in combination with SAP Hybris;
ü Commitmentto project risks and deadlines;
ü Customers references;
ü Robuststructure to withstand unforeseen events;
ü Competitive final proposal;
ü Dedication during the RFP process and understandingbusinessneeds.
Why FH?