Leroy Merlin España (LME): La apuesta estratégica de comunicación por una comunidad digital

IE code:
CO1-270
Language:   Spanish
also available in English
Format:  
PDF
Nr. Of Pages:
7
Academic Area:
Type of publication:
Case Study

Description

In 2008, a leader in home improvement and decoration Leroy Merlin began a strategic approach to communication intended to reflect the transformation taking place in its business model to transition from the traditional brick and mortar retail model to an omnichannel model. This communication strategy allowed individual stores to not only continue with the company's strongest traditions but also give them a key role in identifying and developing projects while acting as leaders and spokespersons for the organization. At the heart of this approach is the idea that success or failure of a strategy ultimately lies in the people who will carry them out.