The British Home Enhancement Trade Association (BHETA)’s direct marketing campaign which targets 600 of the UK’s top retail buyers across the home enhancement to home and garden improvement spectrum,  has seen another high opening and click through rate for the second communication in the series.

The most recent mailer achieved a 39% opening rate, which is well above the average for a communication of this nature and a 7.4% click through rate to MTB details, 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.

 The aim of the campaign is 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 focussing on the output of 12 different BHETA members.

Commenting on the retailer campaign, BHETA’s Chairman, David Smyth explained, “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 and 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. 

“This retail mailing campaign focusses product innovations, established brands, own label solutions and new players in the market that BHETA is confident will add value to the market.”

Supplier companies interested in getting involved should contact Sally Hawkins on sh@bheta.co.uk or 0121 237 1130 in the first instance.