Bunnings targets schools and community groups
Bunnings is attempting to win over schools, community groups and even hotel chains as loyal customers, with sales from its trade business, to those groups, growing faster than to builders after the housing market slowdown, according to a recent Sydney Morning Herald Report.
It seems the Big Box is making its trade and commercial business a bigger focus of late, as it looks for growth outside the DIY market, which it already dominates.
Bunnings’ General Manager of Commercial, Rod Caust, said in the report, that businesses and organisations were the customer segments with the best prospect for growth over the next 12 months.
“We have always had those customers but for us it is about taking a higher level of interest in the customer,” Mr Caust said.
Bunnings has developed a dedicated team to servicing customers, such as schools, childcare groups, aged care organisations, insurance companies, and facilities management providers, and signing them up as trade customers through its PowerPass Program. The program allows tradies to scan each item they need with the PowerPass app and then finalise the purchase in the Bunnings app. The program also gives users access to trade prices while allowing the Big Box to target users with offers and services to encourage repeat buying.
Businesses and organisations currently make up about 20 per cent of Bunnings’ commercial sales, and Mr Caust said they were growing as fast as trade and faster than builders were. Bunnings now has 700,000 members signed up to its Powerpass trade program, which is growing at about 10 to 15 per cent a year, according to the report.