Homebase £3m task goes to Craik Jones

LONDON - Homebase has appointed Craik Jones Watson Mitchell Voelkel to handle a £3m brief to promote its Spend & Save loyalty scheme.

The DIY retailer is seeking to bolster its number of Spend & Save members and the amount they spend through a range of as-yet unspecified communications.

It is likely that the activity will include direct, online and in-store activity as well as advertising, and will target Homebase's database of 4m Spend & Save members.

The retailer called a review of the Spend & Save business at the end of last year and invited agencies including Tullo Marshall Warren and The Marketing Store to pitch. The incumbent on its direct business is EHS Brann.

Spend & Save plays a key role in Homebase's marketing strategy; it sends nine mailings a year to the scheme's members. Last year the retailer announced that it was to offer suppliers the opportunity to include co-branded inserts within these communications (Marketing, 11 October).

Homebase analysed the Spend & Save database to identify the products customers were buying and how often so that suppliers could target them as well as those buying rivals' products.

Homebase is a division of Home Retail Group, which, together with Argos, was demerged from Great Universal Stores last March.

The retailer's like-for-like sales in the third quarter of 2006 were down by 2.9%, which it attributed to a decline in promotional spend.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer