Homebase is ramping up its direct marketing as it becomes the first DIY chain to join loyalty programme Nectar.

The retailer has scrapped its existing Spend and Save programme as a result of customer research.

Homebase marketing and strategy director Ajay Kavan said the shift gives the retailer scope for “significant direct marketing, with access to 50 per cent of UK households and a source of customer insight”.

Homebase this month ditched its quarterly customer magazine, Homebase Ideas.

Kavan added: “We’re trying to find marketing channels which deliver the best returns. It’s a very tough retail environment.”