PROGRAM CARD - B&Q Club / TradePoint

Program name: B&Q Club / TradePoint
Distinction: DIY coupons + B2B under one brand
Brand / operator: B&Q
Family / owner: Kingfisher plc
Industry: DIY and construction
Industry benchmark: no
Market: UK
Related programs: Screwfix Rewards (Kingfisher UK), B&Q counterparts within the Kingfisher group (Castorama FR, Brico Dépôt); TradePoint as a separate B&Q B2B channel
Status: active (B&Q Club and TradePoint); Diamond Card - closed to new members since 03.09.2018, existing members benefit on a limited basis (garden/seasonal products only)
Legal / time status: no restrictions for B&Q Club and TradePoint; Diamond Card closed to registration since 2018-09-03
Launch year: TradePoint: 2010; B&Q Club: no public data on the exact date; Diamond Card: before 2018 (last major change 2018)
Main type: member-benefit
Additional type: B2B (TradePoint - a dedicated channel for construction professionals)
Cost of joining: free (B&Q Club: no fees, no credit card; TradePoint: free, proof of trade activity required)
Channels: in-store (B&Q stores) · online (diy.com, trade-point.co.uk) · app (B&Q app; TradePoint app, launched October 2024)
Reach: no public data (TradePoint: ~22% of B&Q sales in the 2022/23 financial year)

Comparative parameters (estimated ratings)

Implementation difficulty (1-5): 2
Main KPI (impact strength): engagement (medium)

Descriptive sections

0. Summary

B&Q Club is a free coupon-based program for DIY consumers in the United Kingdom, built on personalized discounts emailed after every purchase - with no points system. TradePoint is a parallel, free program for construction professionals, offering a percentage discount on purchases once monthly spending thresholds are reached. Both operate under the B&Q / Kingfisher brand.

1. Objectives and context

B&Q Club aims to increase visit frequency and basket value for individual customers through personalized coupons. TradePoint serves to capture a share of the professional spending wallet of tradespeople and contractors, who account for a significant portion of construction material sales in the UK.

2. Target group

B&Q Club is aimed at individual consumers in the UK interested in DIY, home renovation and gardening, aged 18+. TradePoint is directed exclusively at professionals: contractors, decorators, builders and other trade entities with documented business activity.

3. Architecture and type

B&Q Club (consumer):

Online registration (diy.com/bandqclub or the B&Q app) - email, basic details, marketing consent; immediate confirmation and a £5 off £30 welcome coupon.
On every in-store or online purchase - scanning the digital card (app or email) unlocks a post-purchase coupon sent by email.
Coupons are used on subsequent visits; there is no points system - the reward is a direct amount- or percentage-based discount.

TradePoint (B2B):

Online or in-store registration - proof of trade activity required; the card is free, granted at B&Q's discretion.
Purchases at B&Q or on trade-point.co.uk; the system monitors monthly VAT-inclusive spending.
On reaching the £250/month threshold - a 5% discount is applied automatically for the following 3 months (plus the current month); above £1,000/month - 10% for 3 months. No requalification = dropping one level.

4. Earn & burn mechanics

B&Q Club:

Accrual: no points system - a coupon-based program
Threshold and redemption: £5 off £30 welcome coupon on joining; a coupon after each purchase when the card is scanned (value and threshold variable - set by B&Q and sent by email)
Reward forms: percentage- and amount-based discount coupons (typically 10% or more on selected products; promoted 3-for-2 offers on paint, etc.); 10% off key cutting; discounts on Hertz van hire (£5 annual fee for access to the Hertz system); seasonal birthday offers
Points expiry: not applicable (coupons have their own validity dates set by B&Q)

TradePoint:

Accrual: monthly spending thresholds (VAT-inclusive): £250 → 5% discount; £1,000 → 10% discount
Threshold and redemption: discount applied automatically within 7 days of reaching the threshold; valid for the rest of the current month and the following 3 months; does not apply to the qualifying transaction
Reward forms: percentage discount (5% or 10%) on B&Q/TradePoint purchases; exclusions: delivery, gift cards, clearance items, selected smart home products, supplier-priced products and made-to-measure products
Points expiry: the discount expires after 3 months without requalification; no qualification = dropping one level (from 10% to 5% or from 5% to 0%)

5. Emotional value

B&Q Club builds a bond through practical savings on everyday renovation purchases - with no complicated rules. Communication is simple and digitally accessible, in line with the B&Q brand philosophy: "you can do it." For professionals, TradePoint signals that B&Q treats them as important business partners, not just retail customers.

6. Gamification

TradePoint's threshold-based spending model motivates concentrating purchases in one place (share of wallet) in order to maintain or move up to a higher discount level.
Time-limited coupons in B&Q Club create purchase urgency.
The Diamond Card (closed to new members) historically rewarded the age-based loyalty of the 60+ segment - an element of prestige and brand recognition.

7. Differentiation

In the DIY category, B&Q stands out by splitting its loyalty offer into two separate programs: B&Q Club (consumer, coupon-based, points-free) and TradePoint (professional, threshold-discount based). This simplifies communication for each segment. Abandoning the points model in B&Q Club in favor of direct coupons is rare in the DIY industry - it removes the comprehension barrier for less engaged customers.

8. Data and personalization

B&Q Club requires email registration and basic details, with optional consent for marketing communication; lack of marketing consent limits access to post-purchase coupons.
Coupon personalization based on purchase history and online behavior (diy.com); birthday offers - date-of-birth data.
TradePoint collects business data (proof of trade activity) as well as purchase data for managing discount thresholds.

9. Technology

B&Q app (iOS/Android) with a digital club card, digital receipts and access to coupons.
TradePoint app launched in October 2024 - account management, discount overview, online purchases.
diy.com / trade-point.co.uk platform - two separate portals for each segment.
Integration with external cashback programs (Quidco, TopCashback) available for TradePoint (approx. 4% cashback - outside the terms, via external platforms).

10. Communication and lifecycle

B&Q Club: communication mainly by email (coupons, seasonal offers, birthday); marketing consent required as a condition for full access to benefits.
TradePoint: email + app; notifications on reaching a threshold and the current discount level.
Onboarding: £5 off £30 welcome coupon (B&Q Club) or immediate access to TradePoint pricing after registration.
Retention: TradePoint's threshold mechanism naturally motivates maintaining spending; B&Q Club reactivates through seasonal campaigns and coupons.

11. Conclusion / inspiration for the almanac

Splitting the program into a dedicated consumer channel (coupon-based, zero points) and a B2B channel (threshold-discount based) shows that a single operator can effectively serve two very different loyalty segments without having to build one complicated system. This architecture is worth considering when designing programs for mixed retail (B2C + B2B).

Sources: diy.com/bandqclub; trade-point.co.uk/loyalty; diy.com/faq/b-q-club; insightdiy.co.uk (articles on Diamond Card changes and TradePoint structure); a1retailmagazine.com (TradePoint standalone concept); premierconstructionnews.com (TradePoint App, October 2024)
Terms (link): https://www.diy.com/customer-support/terms-and-conditions-android
Entry compiled on: 2026-06-25

B&Q Club / TradePoint