Business Challenge
Having embarked on an ambitious store renewal programme, to grow their share in the ever-changing home improvement market. B&Q challenged us to help drive sales during the upheaval of multi–million pound transformations and to encourage brand reappraisal through local marketing activity.
Insight
You wouldn't use a 1/2 inch brush to paint the ceiling anymore than you'd use a roller to do the fiddly bits around a radiator. A brilliantly simple metaphor to illustrate what was a result of some seriously impressive data analysis. Analysis that enabled us to recommend moving away from a “one size fits all” approach and identified the best way to target individual markets.
Idea
From golden tickets full of promise to brown leather wallets packed with discounts, we created tailored communications plans and campaigns for each store. All developed from research and analysis as an integral part of our ongoing programme. To further improve profitability, we developed spend and visit frequency related campaigns that rewarded loyalty during the store transformation. All this while also reducing B&Q's budget expenditure and increasing effectiveness of spend.
Business Created
Even with the high street at its worst for 22 years our approach helped B&Q exceed forecasts; Sales increased 63% on average during re-launch weekends. Spend - related DM achieved an impressive 7.4% response rate, with 17000 new data capture contracts. Golden ticket promotion generated up to 13% response and a transaction value increase of £10.96.
From the Blog
A refreshing way to reward us
3rd Mar 2010
Remember way back in the early noughties when Pepsi ran Pepsi Stuff (which Coke went on to rip off with My Coke Rewards)? It was an interactive campaign that focused on rewarding their customers’ investment in the product by allowing them to earn points towards stuff like cameras and iPods. Pepsi got increased sales; we got shiny new gadgets. Everybody won.