skip to main content
Find Insight DIY on
* * *


B&Q introduces new technology to track purchasers

DIY and garden retailer B&Q is introducing new tracking technology to help it understand how exactly its customers make the journey to buying from its website.

The company is using TagMan campaign tracking technology in order to trace third party tracking tags from across its marketing channels. Using this, B&Q aims to follow the route that customers take, whether they come direct to the site, or through natural or paid search, affiliate links, display campaigns or price comparison shopping channels.

That will have knock-on effects for the way the retailer distributes its marketing spend and awards commission.

Richard Wilson, sales and operations manager at B&Q Direct, said: “We will be able to start awarding credit and commission based on best click model, meaning that we can attribute the credit depending on how highly a channel ranks as a driver of unique sales.

“This is a much more common sense approach and helps us to control budgets.”

Jon Baron, general manager at TagMan, said: “By using a best-click model B&Q will gain a much clearer understanding of the role different online channels play in a sale and start to reward them accordingly.”

Source : Chloe Rigby - Internet Retailing

20 September 2010
view more UK DIY News

Insight provides a host of information I need on many of our company’s largest customers. I use this information regularly with my team, both at a local level as well as with our other international operations. It’s extremely useful when sharing market intelligence information with our corporate office.

Paul Boyce - European CEO, QEP Ltd.

Don't miss out on all the latest, breaking news from the DIY industry