PROGRAM CARD - Leroy Merlin Klub DOM

Program name: Leroy Merlin Klub DOM
Distinction: points for renovations, all-day discount
Brand / operator: Leroy Merlin Polska sp. z o.o.
Family / owner: Adeo (Groupe Adeo SA)
Industry: DIY and construction
Industry benchmark: no
Market: PL
Related programs: Leroy Merlin Klub PRO (B2B variant, same operator, separate terms)
Status: active
Legal / time status: no restrictions
Launch year: 2020 (as "Klub Bohaterów Domu"; renamed to "Klub DOM" during the rebranding around 2025; current terms in force since 27 August 2025)
Main type: points-based
Additional type: -
Joining cost: free
Channels: in-store / online / mobile app (Android, iOS)
Reach: no public data

Comparative parameters (estimated ratings)

Implementation difficulty (1-5): 3
Main KPI (impact strength): purchase frequency (medium)

Descriptive sections

0. Summary

Klub DOM is a free points-based program from Leroy Merlin Polska aimed at individual customers. For every PLN 5 spent, participants collect 1 point, and accumulated points can be exchanged for discount coupons - a PLN 30 fixed-amount coupon (from 300 pts) or a 10% all-day coupon (from 1,000 pts). The program is complemented by exclusive promotions for Club members and the option of returns without a receipt.

1. Goals and context

The program serves to increase visit frequency and build loyalty among individual buyers in the face of strong competition from Castorama, Bricomarché and Obi. The key KPIs are purchase repeatability and the acquisition of data for personalizing offers.

2. Target group

Owners of houses and apartments carrying out renovations, interior finishing and garden work - individual customers (consumers). Excluded are purchases made as part of business activity confirmed by an invoice, as well as purchases from sellers on the Marketplace platform.

3. Architecture and type

Registration - free, online or in the app; the participant creates an account and automatically receives an electronic Program Card with a unique number.
Point accrual - with each purchase in a physical or online store (except Marketplace and gift cards), the participant presents the card or provides its number; points are credited to the account no later than on the day the goods are collected.
Redemption - after collecting 300 pts, the participant can generate a PLN 30 coupon themselves (valid for 3 months); after collecting 1,000 pts, the system automatically creates a coupon with a 10% all-day discount (valid for 3 months from the issue date, to be activated on any chosen day).
Applying the discount - online: in the cart before purchase; in-store: at the checkout or at a self-checkout after scanning the card.

4. Earn & burn mechanics

Accrual: 1 pt for every PLN 5 gross spent in the Store; points do not accrue on transactions with an activated 10% all-day discount, on Marketplace purchases, or for gift cards.
Threshold and redemption: 300 pts → PLN 30 fixed-amount coupon (generated manually by the participant); 1,000 pts → 10% all-day coupon (generated automatically by the system).
Reward forms: all-day percentage discount (10%) or fixed-amount discount (PLN 30); special promotions for Club members up to -30%; 0% installments (Oney); open-ended returns without a receipt.
Point expiration: points expire on the last day of the third full month counted from the end of the month of the last registered transaction; each new purchase pushes the expiration date back by another 3 months. The Club account is closed after 5 years of inactivity.

5. Emotional value

The program builds the identity of a "homeowner who always has something to do" - regular purchases become a rewarded routine. Open-ended returns without a receipt and access to transaction history reinforce a sense of security and reduce the barrier to purchase decisions. Communication focuses on inspiration and renovation advice, not only on discounts.

6. Gamification

Threshold mechanic: two redemption thresholds (300 and 1,000 pts) motivate the next purchase before points expire.
Time pressure (decay): the 3-month point validity window encourages regular visits.
All-day discount activation: consciously choosing the day to activate the 10% coupon gives a sense of control and encourages a single larger purchase.
Exclusivity: labeled "members only" promotions (up to -30%) reinforce a sense of belonging.

7. Differentiation

Against the backdrop of Castopro (a B2B program) and heyOBI (member-benefit without points), Klub DOM stands out with transparent mechanics offering two redemption forms - an automatic percentage coupon and a manually activated fixed-amount coupon. Open-ended returns without a receipt are a benefit rarely seen in the DIY segment and one that genuinely lowers the purchase threshold.

8. Data and personalization

Data scope: first name, last name, email address, phone number, transaction history, points balance.
Consents: marketing consent for email/SMS communication is optional in the registration form.
Personalization: promotions dedicated to Club members visible on the account and in the app; communication about changes to the Terms and special offers via means chosen by the participant.

9. Technology

Leroy Merlin mobile app (iOS and Android) - program card, points balance, purchase history, "My Club" section.
Adeo platform (Adeo group's own infrastructure) supporting the leroymerlin.pl online store and Marketplace.
Integration with in-store checkouts (reading the card number/barcode) and the e-commerce cart.
No public information about an external loyalty platform provider.

10. Communication and lifecycle

Communication channels: email, SMS/push notifications (app) - only with consent.
Onboarding: an electronic Program Card sent by email immediately after registration; instructions in the FAQ on the program page.
Retention / reactivation: the point expiration mechanic after 3 months naturally encourages a visit; the program does not publicly describe separate reactivation campaigns.

11. Conclusion / inspiration for the almanac

Klub DOM shows that in the DIY segment - where customers are few but baskets are large - even a simple points-based program with a coupon threshold effectively builds a habit of regular purchases. Combining a small fixed-amount coupon (low 300-pt threshold) with an attractive all-day discount (higher 1,000-pt threshold) serves both small and large renovators with a single mechanism.

Sources: Terms of the "Klub DOM" Program (leroymerlin.pl, in force since 27.08.2025); club page leroymerlin.pl/dolacz-do-klubu-i-zyskaj-wiecej/klub-dom/; Leroy Merlin Polska press office announcement (media.leroymerlin.pl, 2020)
Terms (link): https://www.leroymerlin.pl/regulamin-programu-klub-dom.html
Entry compiled on: 2026-06-24

Leroy Merlin Klub DOM