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B&Q looks to breathe new life into loyalty scheme with first agency hire

B&Q is plotting a shake-up of its consumer engagement strategy, with a specific focus on its ‘B&Q Club’ loyalty scheme, following the hire of Partners Andrew Aldridge.

It’s the first time the retailer has tasked an agency with managing its CRM activity, having previously handled it in-house.

The Engine-owned shop was appointed after initially working with the retailer on a strategic review. It will now be responsible for providing B&Q with strategic support to transform the brand’s end-to-end customer experience and linking up its bank of data to develop a more connected customer journey.

It will work closely with sister agency WCRS, which was appointed as B&Q’s advertising agency in January 2014.

Mark Davison, managing partner of Partners Andrews Aldridge, said: “We’re thrilled to be working with such a vibrant and prestigious brand, providing support to tackle some new and exciting customer challenges.”

It comes as the sector threatens to heat up.

Following a buyout last month, ailing Homebase’s new owners Wesfarmers are planning a £242m injection of funds into the brand to position recalibrate its “soft home improvement” offering and potentially encroach on the DIY-heavy standing of B&Q.