DIY and trade home improvement giant B&Q is aming to accelerate its customer-centric transformation with the appointment of Rapp UK to transform the way the brand engages with both consumer and trade customers.
The retailer already works with Uncommon Creative Studio on its advertising strategy, although it is understood that there was no incumbent on the CRM and loyalty business.
Rapp has been briefed to develop a comprehensive data-driven approach, underpinned by extensive customer insight to drive personalised customer interactions.
The appointment comes at a significant time for B&Q as it looks to overhaul how it connects with its audience on a one-to-one basis. The company operates twin loyalty programmes, the B&Q Club for consumers and TradePoint for tradespeople.
Meanwhile, parent company Kingfisher recently joined the retail media stampede with a new B&Q platform allowing third-party brands to advertise across ecommerce websites and apps.
The group already works with Publicis-owned CitrusAd in France to deliver its retail media proposition and is now rolling this out across the UK, Ireland, Poland, Spain, Portugal and Romania.
B&Q customer director Lizzie Harris said: “We are at a pivotal time in our customer growth journey at B&Q, and Rapp’s expertise across both loyalty and CRM made them the ideal partner for us.
“We’re excited to get going and are confident that the partnership will create a more rewarding experience for our customers and solidify B&Q’s position as the go-to destination for home improvement.”
Rapp UK chief executive Gabby Ludzker added: “Not only is B&Q an iconic, much-loved brand but the teams there are incredibly forward thinking, brilliant and ambitious.
“This partnership is about more than just strategy. It’s about activating brand growth through precision and empathy, whilst making sure customer data is leveraged at all points.
“We are delighted to be joining the B&Q team on their transformation journey and are proud to be working with them to foster loyalty and drive sustainable growth.”
Related stories
B&Q hammers home that Leap Day is a DIYer bonus
Kingfisher opens retail media offer with B&Q platform
Women now just as likely to answer DIY SOS than men
Kingfisher strategy delivers in spades as web sales soar
B&Q Build a Life: Time to get gooey-eyed about DIY?
Kingfisher builds B&Q and Screwfix digital operations
