The British Home Enhancement Trade Association (BHETA) has launched a direct marketing campaign aimed at 600 of the UK's top home improvement and garden retail buyers.
The aim is to highlight new products which might not have been presented to retailers through conventional buying channels.

The first part of the campaign has already yielded a 43% open rate and 7.9% click-through, with most interest being focused on Meet the Buyer events.

"BHETA has become very well known for bringing together manufacturers, distributors and retailers at its Meet the Buyer events and networking forums," said BHETA chairman David Smyth. "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 in 2016 with the launch of its Retailer Zone - a fully-fledged search mechanic which helps buyers find products more easily."

He went on: "This autumn, in the run-up to that launch, we're 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.