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B&Q

Every year B&Q entrusts Send with direct communications for their new store launches and refurbishments. To ensure the best possible launch we provide our marketing insight and customer segmentation through Target Local. We look at all customer catchment areas and the features that characterize each location and demographic. This helps B&Q tailor messages appropriately and direct communications to the best locations to maximise response.

Challenge

B&Q’s programme of warehouse refits, new showroom development and introduction of new accessories and furnishings was proving to be a DIY challenge for our client. All B&Q stores are similar, but the catchment sizes and customer characteristics of each are very different. As a result, allocating the relaunch marketing budget was problematic, with some stores receiving too little budget and others receiving too much.

Solution

Our Target Local programme got straight to work, with in-store analysis and a recce of the surrounding area, catchment, competition and neighbourhood customer segmentation carried out to produce an insightful report for each store.

Result

Armed with information including drive-time zones, competitor’s locations and neighbourhood demographics, B&Q was able to create an effective process for ranking relaunch marketing budget requirements.