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.

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