B&Q to launch personalised direct marketing activity

LONDON - DIY retailer B&Q is planning to develop personalised, one-to-one marketing alongside its mass market TV and newspaper campaign.

It is using data mining tool SPSS Clementine to pull together customer transaction information and start to segment its customer base.

David Collar, B&Q business project manager, said that B&Q is segmenting its customers into DIY customers, trade and over-60s and looking at how to "tailor marketing messages at individual levels".

It has adopted a mass-market approach using TV and newspaper ads but will now look at a number of touch points such as email, web and direct mail.

Collar said that B&Q is looking at how it can make its communications more personal including email marketing that is "more responsive to individual needs".

This will involve working out which customers want which services, such as its ‘reserve and collect' and ‘next day service delivery' options.

B&Q has been using SPSS to analyse data on store and web sales, and it hopes to begin analysing customers' web behaviour too.

Earlier this month B&Q launched a corporate rewards scheme, marking its first solo foray into corporate incentives following the collapse of Woolworths-owned scheme Kingfisher Gift Vouchers (KGV).

B&Q, along with Comet, was previously tied into KGV. However the two retailers pulled out when the voucher scheme suspended trading towards the end of 2008.

At the end of last month B&Q appointed Warren Scarr as marketing director following Jo Kenrick's departure in December.



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