As part of its CRM strategy, Leroy Merlin deployed triggered web visit follow-up emails. However, the system quickly reached its limits: 21 automated campaigns were sent daily, yet only 50% of potential visitors were re-engaged.

Content was identical for all recipients, regardless of browsing behavior or interests, and messages remained unchanged throughout the year, with no seasonal adaptation. Personalizing each campaign would have significantly increased production and maintenance complexity.

To overcome these challenges, Leroy Merlin implemented real-time personalization, transforming its emails into dynamic, behavior-driven experiences. This approach increased relevance and engagement while simplifying campaign management and scalability.