Background

Leroy Merlin runs its retail media network on Zitcha, giving marketplace partners one place to buy onsite placements, in-store screens and offsite social campaigns. SA Barn Doors, one of its marketplace partners, had already used onsite sponsored products to reach shoppers searching for barn doors on the Leroy Merlin website.

Campaign Highlights

For Black Friday 2025, Leroy Merlin ran one omnichannel campaign for SA Barn Doors across Meta video, in-store Broadsign screens, homepage banners and sponsored search. It delivered over 4 million trackable impressions, and key Meta campaigns returned more than 20× ROAS.

The Challenge

Home and DIY gets crowded in the lead-up to Black Friday. Onsite sponsored products worked well for SA Barn Doors, but their reach was capped by the number of shoppers already searching for barn doors on the Leroy Merlin website.

Home improvement journeys also rarely run in a straight line. Inspiration often starts on social or in store, while the purchase happens online. Those channels are usually run by separate teams, which splits the message and makes results hard to track.

SA Barn Doors needed to reach new customers beyond the Leroy Merlin website, without losing the conversion strength of a retail environment, and show clear commercial results.

The Campaign Strategy

Using Zitcha, Leroy Merlin planned, ran and reported the campaign across the full funnel:

1. Awareness on Meta. Facebook and Instagram video showed off the look of SA Barn Doors' products to DIY and home renovation audiences. Because it ran through Leroy Merlin's retail media network, it used retailer data signals and linked straight to Leroy Merlin product pages.
2. Consideration in store. Broadsign screens were timed to peak November footfall, reminding shoppers of the Black Friday offer in the aisle.
3. Conversion onsite. Homepage banners and sponsored search met shoppers coming from social or from store with the same Black Friday message and a direct path to purchase.

The message stayed the same everywhere: on the Facebook and Instagram feed, on the screen in store and on the Leroy Merlin homepage. And because every channel was reported in Zitcha, the team could see how social traffic performed once it reached the Leroy Merlin website, and move budget to the best-performing creative during the campaign.

Results

• Over 4 million trackable impressions across offsite, in-store and onsite
• Key Meta campaigns delivered more than 20× ROAS, helped by sending social traffic to prime onsite placements such as homepage banners rather than generic category pages
• The partnership moved from buying keyword slots to planning growth across the full funnel

It's not a one-off. Other Leroy Merlin partners have followed the same path: True New Trade added in-store screens to its onsite and social activity for Black Friday and doubled its impressions month on month.

The campaign won a 2026 Zitcha Impact Award.

What's Next

Leroy Merlin plans to connect offsite exposure with onsite retargeting, building a more joined-up approach that drives stronger results across its digital and in-store channels.