The British Home Enhancement Trade Association (BHETA)’s direct marketing campaign has seen another high opening and click-through rate for the second communication in the series.
The campaign targets 600 of the UK’s top retail buyers across the home enhancement spectrum. It aims to highlight potential new products which might not have been presented to retailers through conventional buying channels.
The campaign consists of three e-flyer communications, each focused on the output of 12 different BHETA members. The most recent mailer achieved a 39% opening rate which, BHETA says, is well above the average for a communication of this type and a 7.4% click-through rate to details for its Meet The Buyer initiative, forums and BHETA members’ new products.
Retailers who accessed the information included B&Q, Homebase, Mitre 10 (New Zealand), Tile Giant, Brewers, Kingfisher Global, Clas Ohlson, Dobbies, Screwfix, Travis Perkins. Bunnings (Australia), Wolseley Group, Wickes, Woodies (Ireland), Topps Tiles, Castorama (Poland), Asda, Toolstation, TradePoint and Selco.
BHETA chairman David Smyth said: “BHETA’s reputation for bringing together manufacturers, distributors and retailers at its Meet The Buyer events and networking forums is second to none, with all parties confirming the benefits. The mailing campaign appears to be equally popular.”
He added: “In 2016 BHETA will be launching its new Retailer Zone – a fully fledged search mechanic for buyers to use when sourcing new products and promotional ideas.”