BHETA retailer campaign starts on a high
BHETA has kicked off its 2017 retail engagement campaign with an international direct marketing initiative aimed at 600 of the top buyers from across the home and garden improvement sector in markets including the UK, USA, Australia, the Netherlands and France.
The initiative, which launched in mid-January, achieved an impressive 41.5% response rate. It is the first of three e-flyer communications which will take place in 2017, each featuring new products from up to 12 BHETA members, which might not be presented to retailers through conventional buying channels.
Retailer buyers who responded to this first stage of the campaign included B&Q, Homebase, Wickes, Bunnings, Decco, Kingfisher plc, Screwfix, TradePoint, Bathstore, Topps Tiles, Bradfords, Castorama, Tile Mountain, Travis Perkins, ManoMano, Koctas, Mitre 10 (New Zealand), Amazon, Woodies, Selco, Taskers, Wren Kitchens, Home Retail Group, Brewers, Toolstation, Tile Giant, Obi and Wesfarmers.
BHETA members such as Velcro, Faithfull Tools, VegTrug, William-Armes and Whatnot had products featured in the January 2017 e-flyer. Supplier companies interested in getting involved in the next two should contact Sally Hawkins on firstname.lastname@example.org or 0121 237 1130 in the first instance.
Commenting on the campaign’s success so far, BHETA’s DIY and Garden Director, Paul Grinsell said, “BHETA has become very well known for bringing together manufacturers, distributors and retailers at its Meet The Buyer events and networking forums. Feedback from all parties confirms that these initiatives are equally as helpful to retailers as they are to suppliers, so this is a great way to extend the principle internationally through EDM. I’m delighted that we’ve got off to such a positive start.”