B&Q launches 'most aggressive' price campaign yet

The retailer has slashed prices on kitchen, bedroom and bathroom items and has also introduced a four-year interest free credit deal to help customers spread the cost their purchases.

B&Q is running the sale over a longer period of time than ever before, launching on 16 December 2011 until the beginning of March with prices designed to be the lowest in the market.

The investment by owner Kingsfisher is backed by a £5.5m marketing campaign which includes the retailer’s biggest ever digital spend and a new TV and press ad campaign.

B&Q chief executive Martyn Phillips told Retail Week that the winter Sale is “the most aggressive price-led campaign we’ve done”.

Phillips said the Sale aims to be more transparent on its pricing. “Rather than have to have a degree in maths to see what the price is, what you see is what you get,” he said.

He added the retailer is trying to change consumer behaviour with the timing of the Sale. “Customers think January is the time to buy, we’re trying to change that,” he said.

The TV ad, entitled Memories Are Made of This and soundtracked by Dean Martin, will debut on December 15.

The retailer said the promotional campaign “completely removes all the jargon and caveats to give customers a straightforward, clear, unbeatable value message”.

Ian Herrett, B&Q’s business development director, said: “Cash strapped times call for creative customer driven campaigns.  We recognise that customers have got less money in their pockets yet they still want to add value to their homes.

“We’re on a mission to help customers improve their homes; offering kitchens and bathrooms at industry beating prices over a longer period of time and a four year interest free credit just made it easier than ever.”

Research by B&Q shows that 76% of homeowners said that value for money is the most important factor to them when choosing a new kitchen.