Partners Andrews Aldridge has landed the B&Q direct marketing account as the DIY retailer looks to ramp up its loyalty scheme, B&Q Club.
The Engine-owned agency has been working with B&Q for a number of months on a strategic review of its digital and customer marketing activity but has now been handed the account without a pitch.
Its sister shop WCRS was appointed to the advertising brief in January 2014 and the businesses will now work side by side on the account.
Partners has been briefed to develop a customer communications strategy for B&Q Club and will provide strategic support and data insight.
It is the first time the retailer has appointed a dedicated agency to the account, having previously handled the business in-house. Billington Cartmell and Zone have worked for the retailer in the past and it has also had numerous agencies on the consumer DM account, including RMG Connect (now JWT) and Rapier.
The retailer has had a loyalty club since early 2013 but relaunched the programme in 2013 as a mobile app based scheme. B&Q Club allows customers to access exclusive offers in stores as well as discounts on the back of purchases. It also runs an extensive email marketing programme to members.
Partners Andrews Aldridge managing partner Mark Davison said: “We’re thrilled to be working with such a vibrant and prestigious brand, providing support to tackle some new and exciting customer challenges.”
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