B&Q adds 'smart reward' offer to retail media network

Home improvement retailer B&Q has signed a new retail media deal to deliver smart post-checkout rewards to millions of shoppers through its website, diy.com.

The company will use BrandSwap’s advertiser network and retail media platform to add exclusive rewards from brand partners such as Apple, Sky, and the AA to its order confirmation page, with the aim of unlocking fresh revenue while enhancing its customer experience.

Shoppers will benefit from BrandSwap’s real-time capabilities, which recommend rewards based on their purchase.

For example, customers buying appliances will be able to redeem offers on cleaning products from Smol, and those making kitchen-related purchases will see rewards from Pact Coffee. B&Q will use the same functionality to create tailored retail media opportunities, allowing advertisers to target shoppers purchasing in specific categories and locations.

B&Q head of retail media Chris Webb commented: “At B&Q, we’re committed to giving home improvers the choice and convenience they deserve. Working with BrandSwap, we’ll offer customers tailored rewards that enhance family life, wellbeing, and everyday living.

“By working with a select group of advertisers, we’re providing customers with relevant offers across categories like food, travel, and entertainment — helping them make the most of their home and garden.”

BrandSwap already works with fellow Kingfisher retailer Screwfix, where smart post-checkout rewards from advertisers like Ancestry, Gousto, and Morrisons are offered to shoppers to complement their purchase.