Increase in traffic and online turnover with new marketing channels

Founded in 1979, the French DIY brand Bricomarché is the second of its kind created by the Groupement Les Mousquetaires association. The chain has established itself in France (with more than 460 DIY stores), Portugal and Poland.

Bricomarché has developed five areas of expertise to meet its customers’ needs: DIY, building materials, gardening, decorating and pet products. Groupement Les Mousquetaires, with the Bricomarché, Bricocash and Bricorama brands, currently ranks third in the DIY market in France.

Bricomarché offers additional services on its website, as well as home delivery and Click & Collect. The company is committed to always finding its customers the right tool or solution to successfully complete their DIY projects.

Industry

DIY
Type

Retailer
Market

France, Portugal, Poland
Size

10,000
Revenue

3,4 billion euros (2023, France)
Used by

Head of Acquisitions
Product used

Improving online visibility and profitability

x3.3

Traffic increase over one year

x12

Online turnover in one year

Every two hours inventory updates

Goals and challenges

Before using the Lengow platform, Bricomarché managed its digital advertising campaigns internally. These were mostly Google Ads campaigns. But Bricomarché wanted to boost its online visibility by publishing its product catalogs on a greater number of channels.

With this in mind, Bricomarché decided to go with market leader Lengow, to centralise and optimize all its feeds and actions within one platform. The company’s long-term goals were to add sales channels to their acquisition channels, as well as to raise its profile in the ways detailed below.

Solutions by Lengow

Bricomarché started to work with Lengow back in 2014. Today the company distributes a catalog of more than 33,000 products on Google, Facebook Dynamic Ads, Instagram, Pinterest Shopping Ads and TradeDoubler.

Thanks to the MyCustomChannel tool available on the Lengow platform, Bricomarché has been able to create a personalised feed structure to track verified review information without assistance from its technical support team.

The company also makes extensive use of automated rules, especially to fill in attributes or images for its catalogs, to run its promotions or to exclude certain brands it does not wish to distribute on certain channels.

Bricomarché’s entire acquisition process is now managed through the Lengow platform. The company was so happy with the results that it was keen to develop its online strategy and launch on marketplaces.

Bricomarché has also used Lengow’s Professional Services to distribute its products on this new channel. With the support of Lengow’s Professional Services, Bricomarché has been able to independently perform specific tasks, such as ensuring that stock levels are frequently synchronised with product catalog data. Numerous tests have also been carried out to ensure that updated feeds are functioning optimally. The team was proactive and communication was fast and fluid.

Business benefits

Improved conversion rates and ROI by using Lengow's growth levers and optimised product feeds.

Saved significant development time, reducing costs and increasing the technical autonomy of its marketing teams

Develop Local Ads across platforms like Google, Facebook, and Criteo for its 480 stores

Lengow helped us to connect easily with new strategic partners and to rapidly grow our online visibility.

Hubert Brillaud

Head of Acquisitions

Bricomarché

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