ADEO: Building a Smarter Growth Roadmap with an In-Depth Maturity Audit

"Partnering with fifty-five on this maturity framework provided us valuable insights and strategic concrete projects to strengthen our overall media and CRM activation effectiveness, both for strategy and operations. Their assessment, project management and capacity to mix strategy, data, and concrete applications have been greatly useful for us to shape our future in media and CRM activation."

Pol-Amaury Cresp, Head of Media, Trafic Management and CRM Activation, Adeo

Identifying Opportunities to Accelerate Growth and Efficiency

Adeo is the European leader and the 3rd largest global retailer of DIY products. Best known for its flagship brand Leroy Merlin, founded in 1960, the group also includes brands such as Bricoman, Bricomart, Weldom, Bricocenter, and Zôdio. With 114,000 employees and 800 stores, Adeo serves over 500 million customers worldwide today.

Looking to enhance its marketing measurement and activation approach for Leroy Merlin's various local business units, Adeo commissioned fifty-five to conduct a maturity audit of media and CRM activation for five high-value european markets and identify areas with the highest potential for accelerating growth and optimization.

Building a Complete Maturity Evaluation Framework

To meet Adeo's expectations, fifty-five started by designing a media and CRM evaluation grid with 150 criteria, each of them scoring the maturity level of local business units on a scale of 1 to 4. Then, in order to truly understand the maturity level of each country, information was gathered from local teams through:

• Document analysis (145 documents analyzed);
• Detailed CRM and media questionnaires;
• Direct conversations with CRM and media team managers.

Throughout the project, fifty-five worked with Adeo's teams to ensure the relevance of the developing framework, particularly pertaining to future harmonized omnichannel actions.

A Practical Maturity Roadmap and a Reusable Framework for Long-Term Success

Adeo and fifty-five’s project delivered a clear snapshot of each market’s maturity levels, highlighting 35 high-impact acceleration opportunities (including standardizing data collection and foundations) and organizing them into a practical roadmap. 
With a framework that can be refreshed every six months, Adeo now owns a repeatable way to track progress and drive continuous improvement across markets.