The Challenge As the largest national DIY chain in the UK, B&Q is commonly perceived amongst the Trade as a DIY supplier. This coupled with a low level of awareness amongst the Trade of B&Q's Trade offer made strong demands on B&Q to review its Trade marketing strategy to move the business forward. The Solution A brand focused database driven relationship-marketing approach. We strengthened the B&Q Trade brand identity and repositioned the brand. A much harder, no nonsense and visually striking ID was developed, with the positioning that B&Q Warehouse Trade Means Business. Icons were developed to visually represent each of the key services for Trade customers, and the copy tone was adapted to "speak the language of the Trade". A dialogue-based relationship marketing approach was then taken, increasing the relevance of all communications to the customer base. All strategies for communications with customers were overhauled, refining the targeting and proposition most appropriately to the key Trade segments at every touch-point within the contact strategy - including recruitment, welcome stage, in-store communications, statement, ongoing dialogue and tactical direct communications. The Result The results were dramatic with all previous KPI's out-performed.

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