B&Q calls direct marketing review

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B&Q: seeks agency to handle TradePoint business
B&Q: seeks agency to handle TradePoint business

B&Q is reviewing the CRM and direct marketing account for its TradePoint business, which targets professionals in the building trade.

The retailer has approached a number of agencies about the review as it looks to ramp up its loyalty programme across its trade customers.

TradePoint is a new Trade Counter operation at B&Q dedicated to the needs of professionals and claims to offer brands at special trade prices.

The retailer does not retain a direct marketing agency. In the past, it has worked with agencies including RMG Connect, Rapier and the now-defunct Personal.

The review follows recent advertising activity by B&Q to capitalise on the increasing number of people turning to DIY projects over bank holiday weekends.

In March, the retailer launched its "I did that" advertising campaign by McCann Erickson.

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