Belgium’s leading DIY retailer Brico turned a sustainability initiative into a connected customer experience with 75% customer satisfaction.
“Thanks to advanced marketing automation and seamless API integration with our partner, we turned a complex idea like energie.brico.be into a feasible, efficient, and sustainable initiative. This innovation puts our brand on the map as a leader in sustainability and helps customers across Belgium make greener choices.”
Brico wanted to shift its image from a traditional retailer to a trusted leader in sustainability. With energy efficiency top of mind for homeowners, they wanted to make it easy for customers to adopt energy-efficient solutions by connecting customers’ desire for more sustainable choices with their offering.
Brico launched energie.brico.be to make sustainable choices valuable for every customer. The campaign offered Energy Performance Certificate (EPC) audits with a voucher for energy‑efficient products. With Marigold powering the automation, every step was integrated in real time, ensuring a seamless experience from sign‑up to reward.
With 75% of participants recommending the program, the retailer proved that a shared sustainability goal strengthens customer relationships. They turned a complex idea into a seamless, automated experience without adding operational complexity.
When Brico set out to lead on sustainability, they wanted to build something meaningful, a connected customer experience that delivers both real value for their shoppers and measurable results for the business.
Brico brought the energie.brico.be initiative to life by turning to Marigold as the technology foundation with agency partner springbok by their side. They created a standout example of how purpose-driven marketing, powered by smart and integrated automation, can scale with ease and make a lasting impact.
Brico wanted to position itself as a leader in sustainability while driving measurable business results with a purpose-driven initiative. Rising energy costs and eco-conscious consumers made the moment right: customers were eager for ways to cut energy costs and live more sustainably, but Brico needed to connect that demand with its product offering in a meaningful value exchange.
The barrier was complexity. The campaign idea required coordinating multiple partners, systems, and touchpoints. Without flexible, automated technology, the initiative risked being slow, resource-heavy, and too fragmented to scale.
“The idea was there for a long time already, but really, with Marigold’s products and the collaboration we had with springbok, we could make it happen.”
— Sophie De Spiegeleer, CRM & Loyalty Manager, Brico
With sustainability top of mind and the right technology in place, Brico launched energie.brico.be around a simple, eco-conscious value exchange:
Marigold enabled this campaign through its Selligent platform, empowering Brico to seamlessly integrate campaign partners and technologies, streamline personalized journeys, and automate end-to-end orchestration across channels.
Integrated data: Brico synced its website, partner ACA’s audit system, and in-store POS in real time with Selligent’s native REST APIs, streamlining processes. The Selligent platform verified customer data, triggered personalized reward emails on completed audit payments, and satisfaction surveys.
Cross-channel automation: Using Selligent’s drag-and-drop journey builder, Brico automated the entire flow from sign-up to voucher to feedback, delivering speed, consistency, and scale without manual work.
Real-time personalization: Automated emails and confirmations were tailored to each customer with responsive templates, a reusable content library, and AI-driven features like smart audiences, smart content, and smart subjects.
Feedback loops: Automated NPS surveys captured valuable feedback at scale.
Performance tracking: Interactive dashboards and journey reports give visibility into engagement and optimization opportunities.
This campaign showed how purpose-driven marketing can create real business impact. By automating every step, Brico delivered a seamless customer journey that required no extra effort from its teams while strengthening engagement with eco-conscious shoppers.
“The most important metric for us is satisfaction. 75% of customers recommend it to friends and family.”
— Sophie De Spiegeleer, CRM & Loyalty Manager, Brico
This campaign positioned Brico as the go-to partner for sustainable home improvements. The success of the campaign has already led Brico to extend energie.brico.be into its third year, proving the model is scalable, repeatable, and capable of fueling long-term growth.
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