BHETA initiates retailer campaign

BHETA has launched a direct marketing campaign aimed at 600 of the UK’s top retail buyers across the home enhancement to home and garden improvement spectrum. The aim of the campaign is to highlight potential new products which might not have been presented to retailers through conventional buying channels.

The first part of the campaign which hit recipients’ inboxes a fortnight 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’s Chairman, David Smyth explained, “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 and BHETA will be following through on this is 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 focussing on the output of 12 different BHETA members.

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

Source: BHETA