BHETA initiates retailer campaign

The British Home Enhancement Trade Association (BHETA) has launched a direct marketing campaign aimed at 600 of the UK’s top retail buyers across the home enhancement spectrum.

The aim of the push is to highlight potential new products that may not have been presented to retailers through conventional buying channels. The first part of the campaign, which hit recipients’ inboxes three weeks ago, has already yielded a 43% open rate and 7.9% click through, with the majority of interest being focused on Meet The Buyer events.

Commenting on this latest retail initiative, BHETA chairman David Smyth (pictured) 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. BHETA will be following through on this in 2016 with the launch of its Retailer Zone: a fully fledged search mechanic which helps buyers find products more easily. 

“This Autumn, in the run-up to that launch, we are looking to give retailers a ‘taster’ of this new service by contacting them with some initial examples of the kind of exciting product innovations, established brands, own-label solutions and new players in the market that BHETA is confident will add value to the market. I’m delighted that the campaign has got off to such a positive start.”

The 2015 retailer campaign consists of three e-flyer communications, each focused on the output of 12 different BHETA members.

Supplier companies interested in getting involved should contact Sally Hawkins on or 0121 237 1130 in the first instance.


BHETA chairman David Smyth

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