DIY retailer B&Q has appointed precision marketing agency Rapp to take charge of its loyalty and CRM accounts, as it looks to drive personalised connections with its audience.

Rapp will be tasked with developing a comprehensive CRM and loyalty strategy across the retailer’s trade and consumer base, drawing on customer insight to improve experience for individuals in both groups.

Earlier this year, B&Q marked 40 years of its classic DIY-focused ‘You Can Do It’ slogan with a new spot by creative agencies Uncommon and Dentsu.

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The DIY store’s owner Kingfisher, which owns a range of home improvement brands, suffered a challenging 2024, posting a pre-tax profit that was £190 million below what it had expected.

“Not only is B&Q an iconic, much-loved brand but the teams there are incredibly forward-thinking, brilliant and ambitious. This partnership is about more than just strategy,” said RAPP UK CEO Gabby Ludzker.

“It’s about activating brand growth through precision and empathy, whilst making sure customer data is leveraged at all points,” she continued.

“We are delighted to be joining the B&Q team on their transformation journey and are proud to be working with them to foster loyalty and drive sustainable growth.”