B&Q is aiming to ramp up its loyalty marketing to the building trade through its TradePoint programme, and is talking to a number of agencies about the CRM and DM account.
The retailer, whose advertising business is handled by McCann Erickson, does not currently have a dedicated agency working on the scheme.
It has worked with a range of agencies for the consumer brief, including RMG Connect (now JWT) and Rapier. Personal, the agency bought by Engine Group and folded into Partners Andrews Aldridge, has also handled projects.
The TradePoint service is available at more than 300 B&Q stores nationwide, and unlike many building suppliers is open seven days a week. Professional tradesmen who become members can get discounts, dedicated staff and access to more than 12,000 products. Members also get a comprehensive catalogue, as well as a trade account.
The Kingfisher owned chain recently expanded its operation when it had acquired 31 stores from the administrators of the Focus DIY chain. It is now the second-largest in DIY chain in Europe and the fourth-largest in the world.
