B&Q: Parent Kingfisher aims to develop e-commerce sales at DIY chain

DIY chain B&Q is talking to agencies about an advertising campaign for its online division, B&Q Direct, believed to be worth up to £10m.

Bates UK, B&Q’s agency is expected to be one of the agencies short-listed to handle the brief.

The search is being overseen by Stephen Robertson, the former B&Q marketing director, who was appointed managing director of DIY e-commerce at Kingfisher, B&Q’s parent company (MW June 22), and Phil Walker its marketing manager.

The successful agency will be given a creative brief for the relaunch of B&Q’s online product DIY.com. Robertson declined to say whether the website would be changing its name. Following the relaunch, consumers will be able to buy goods online which they are unable to using the present site.

Robertson says: “We are just seeing what’s going on [in advertising], and what we want to do.”

It is known that B&Q has had initial meetings with some advertising agencies, but no official pitch date has been set. The move is part of an overall shift in strategy at Kingfisher, which aims to develop e-commerce sales in its core markets.

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