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Leroy Merlin
MyTraffic is one of the most well-known brands on the market, and we needed to rely on a company like this one that would allow us to have access to information that is very reliable and that gives us a very high level of granularity.
Jean-Baptiste Niepceron
Customer Data Manager at Leroy Merlin
Leroy Merlin had the data to track sales, but not the tools to understand the customers behind them, where they came from, how their catchment areas were evolving, or how competitors were gaining ground nearby.
Product used
SmartMonitor
Founded in
1923
Number of stores
400+
Number of countries
12
Worldwide employees
~100,000
Without MyTraffic
- Performance analysis was limited to sales figures by department
- Store managers had no visibility into catchment area dynamics or where visitors were actually coming from
- No understanding of the competitive landscape around each store, making it impossible to act on local market shifts
With MyTraffic
- Teams can now track area traffic trends, customer origin zones, and market share evolution to build both short-term actions and long-term structural plans
- MyTraffic data is integrated directly into existing management dashboards, giving store managers a complete, contextualized view
- Leroy Merlin can identify underperforming zones and design targeted, geolocated actions to address them store by store.
A shift from sales figures to customer understanding
Before working with MyTraffic, Leroy Merlin's performance analysis stopped at the product level. Jean-Baptiste and his team could track how many items were sold by department, but customer value wasn't part of the equation. "We didn't integrate the customer value into our thinking," he explains.
On the ground, store managers and management controllers were asking the same questions without getting answers. Where are our visitors coming from? Are we losing ground in certain parts of our catchment area? What are competitors doing around us? There was a real expectation to understand these dynamics, but no reliable data to back it up.
Bringing granularity and confidence to local decisions
MyTraffic gave Leroy Merlin the means to start answering those questions. The team now tracks catchment area traffic trends, monitors market share evolution, and maps where customers are arriving from, and whether those origin zones are growing or shrinking. Competitor benchmarking became part of the regular diagnosis too.
The data doesn't sit in a standalone tool. Leroy Merlin integrated MyTraffic directly into its existing management dashboards, giving every store manager a single, contextualized view of their performance. The result, as Jean-Baptiste puts it: "I understand what is happening in my area. I understand what is happening to my customers."
A foundation for action, short-term and structural
The long-term ambition goes beyond diagnosis. With a clear picture of where a store is underperforming geographically, the team can design targeted action plans, down to geolocated initiatives for specific zones around a store. MyTraffic's data provides the backbone for thinking about both immediate responses and structural development across an entire area.
Why MyTraffic
The choice to work with MyTraffic came down to three things: reliability, flexibility, and the ability to integrate data into Leroy Merlin's own ecosystem quickly. "It is a solution that combines reliability, flexibility and allows for a quick integration into our systems," says Jean-Baptiste. For a team whose job is to make data accessible to everyone across the business, that combination was exactly what they needed.
As Customer Data Manager at Leroy Merlin, I'm in charge of making customer data available to all stakeholders across the company, and in particular our stores. My role is to give teams the right insights to understand their customers, their catchment areas, and the overall performance of each point of sale.
Jean-Baptiste Niepceron
Customer Data Manager at Leroy Merlin
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