Home improvement retailer B&Q will offer its customers a range of rewards when they shop online.

Through a new partnership with brand partnership technology provider BrandSwap, customers will receive rewards from companies including Apple, Sky and car insurance firm The AA.

Shoppers will receive recommended rewards in real time based on their purchase, for example if they are buying kitchen-related products they will be able to redeem offers from Pact Coffee.

B&Q said it will create tailored retail media opportunities, allowing advertisers to target shoppers purchasing in specific categories and locations through the platform.

"At B&Q, we're committed to giving home improvers the choice and convenience they deserve,” said Chris Webb, head of retail media at B&Q. "By working with a select group of advertisers, we're providing customers with relevant offers across categories like food, travel, and entertainment — helping them make the most of their home and garden."

In February, B&Q announced it had expanded its delivery partnership with Deliveroo, adding five larger format London-based stores to the existing service across several B&Q Local sites.

The service will give customers in the larger London shops access to a range of over 9,500 products, with products including a larger selection of paint brands, gardening, storage, and home furnishing products among others than its B&Q Local stores.

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