Leroy Merlin review requests: how to automate the ask

Automate review requests on Leroy Merlin.

Leroy Merlin, part of the ADEO group, runs its marketplace on Mirakl across several European countries, covering DIY, building materials, garden and home improvement. Almost nothing sold here can be judged on arrival: the buyer has to fit it, install it or build with it before they know whether it was the right choice.

The review comes after the job, not after the delivery

A box of floor tiles delivered on Friday tells the buyer nothing except that the tiles arrived. Whether they were the right choice is answered a fortnight later, when they are down, grouted, and either look like the photo or do not.

DIY is project-shaped. The purchase is one step in something the buyer is building, and the useful review — the one that mentions that the colour is slightly warmer than it photographs, or that the adhesive recommended on the listing was wrong — can only be written from the far side of that project.

Ask on delivery and you get "arrived on time". Ask after the job and you get the review that sells forty more.

Bulky goods break the usual delivery assumptions

Building materials do not arrive by parcel courier. They arrive on pallets, on booked delivery slots, sometimes kerbside, sometimes with the buyer needing to be present. Delivery is a scheduled event rather than a doorstep drop, and it can slip.

That matters for automation because it makes dispatch an even worse trigger here than usual. The gap between "left the warehouse" and "actually with the customer" can be substantial, and a review request that lands in that gap is a request to review something the buyer is still waiting for. Reading the delivery event rather than the dispatch event is not a refinement in this category, it is the whole thing.

Trade buyers and consumers are not the same audience

A meaningful share of Leroy Merlin's buyers are tradespeople buying for a job, not householders buying for a weekend. A tradesperson's review is short, unsentimental and extremely persuasive to other tradespeople, because it speaks to durability and to whether the spec was honest.

They are also the buyers least likely to volunteer a review unprompted — they are working, not browsing. Asking is the only way you ever hear from them.

What Merita does

We take the delivery confirmation from your Leroy Merlin orders, allow for the fact that what was bought has to be installed before it can be judged, and send one message in the buyer's language through the marketplace's own buyer messaging. Nothing offered in return; complaints and open returns excluded automatically.

What Merita does on Leroy Merlin

We watch your Leroy Merlin orders for the moment each one is actually delivered, then send one polite message through the marketplace’s own buyer messaging asking the buyer for an honest review. Nothing is offered in return and nothing is incentivised, so the ask stays inside the marketplace’s rules. Orders with a complaint or an open return are skipped automatically. On our live client this took the rate of review collection from roughly 1 in 100 delivered orders to about 5.2 in 100 — a 5.2× lift.

Leroy Merlin — common questions

When is the right moment to ask a Leroy Merlin buyer for a review?

After the buyer has actually used the material, not when it arrives. DIY and building products are judged once they are installed — tiles once they are laid, paint once it is on the wall — so a delay of a couple of weeks past delivery produces a review about the product rather than about the delivery slot.

Why does dispatch timing fail so badly on building materials?

Because bulky goods ship on pallets and booked delivery slots rather than by parcel courier, so the gap between leaving the warehouse and reaching the customer is long and variable. A request triggered on dispatch routinely reaches a buyer who is still waiting for the delivery, which reads as careless.

Do trade customers actually leave reviews?

Rarely unprompted, and that is exactly why asking is worth so much here. Tradespeople are working rather than browsing, so they almost never volunteer a review — but when asked directly they write short, specific, durability-focused reviews that are unusually persuasive to other trade buyers.

Also searched as: leroymerlin.fr, leroymerlin.it, Leroy Merlin Marketplace, Bricoman, ADEO.