DIY chain Wickes has hired Engine Group’s Partners Andrews Aldridge to handle its CRM business, in the same week as the company has revealed sales of kitchens and bathrooms have crashed by a third.
The group, which also includes builders’ merchant Travis Perkins, is aiming to capitalise on a predicted boom-time for DIY, as consumers ditch builders to improve their properties themselves.
Partners will be charged with building greater links with Wickes’ customer base; the strategy was formerly handled in-house. Partners beat Proximity London in a head-to-head pitch.
The agency will be responsible for handling the digital and direct marketing activity for the brand, focusing on promoting and improving Wickes’ My Wickes Card loyalty programme. The retailer’s creative account is held by MWO.
The appointment comes at a challenging time for the chain. Chief executive Geoff Cooper said that smaller tradesmen working on houses had stocked up before VAT was hiked to 20 per cent. Increased competition from rivals also meant sales were down 36 per cent on last year, so far in February.
Cooper added: “Retail will be more difficult this year as people have not got a lot of money now, but we may see more people looking to improve their homes.”
