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Toolstation launches loyalty club; profile on UK Top500 leading retailer


Toolstation has announced the launch of a new loyalty programme, the Toolstation Club, designed to reward its trade and DIY customers who regularly buy tools and accessories from its range of over 25,000 products.

To celebrate the launch of the programme, the leading retailer is offering customers who sign up 5% off all orders alongside exclusive discounts, deals, and prize giveaways.

Upon completion of the first month, customers that spend £75 or more each month afterwards will continue to benefit from the 5% discount. They will also be eligible for future prize draws, product deals, discounts and competitions throughout the year once they become a Toolstation Club member.

Chris Other, customer director at Toolstation, said: “As one of Britain’s fastest growing suppliers of tools, accessories and building supplies we see it as our duty to support tradespeople and DIYers with convenience and an accessible range of thousands of products. The Toolstation Club has been built to help strengthen our commitment to offering the best value possible to our customers.”

Toolstation sits in the RetailX UKTop500 Leading category. As part of the report, an exclusive company profile looked at how Toolstation focuses on putting mobility and speed at the heart of its customer experience.

Its iOS app enables shoppers to find and buy products quickly, whether scanning a QR code to buy online or in-store, buying from the product listing page, or showing how many items are in stock at the local store, with directions for collection.

Toolstation, which started out 20 years ago in a converted petrol station in Bristol, is now part of the listed £5bn Travis Perkins builders merchant group, where it operates alongside specialist trade suppliers Keyline, BSS and CCF.

In 2021, Toolstation turned over £761mn, 20% up on the previous year through a network of 530 branches in the UK and 123 in Europe. Adjusted operating profits grew by 175% to £22mn. UK operating profits grew by 75% to £42mn, from £24mn a year earlier, in a year in which demand was high for both DIY and trade products. Its latest figures show profitability was hit in a “challenging” year of inflation-driven rising costs.

In the year to 31 December 2022, Toolstation revenues of £775m were 1.9% higher than the previous year, but it made an adjusted operating loss of £9m (-140.9%). The loss reflects its European operations. Its UK adjusted operating profit halved to £21m. 

Visitors to the Toolstation website can choose to search a range of 25,000 items, or navigate to the product they want to buy, filtering by price, brand, height and other technical specifications to find the right item. From the product category page, visitors can check availability for delivery or collection and click straight through to buy using either option. Delivery is free on orders of more than £25. 

On the product details page, website visitors can see a choice of images and product videos, alongside reviews and star ratings, technical specifications and expected delivery times. Starrated recommendations for both complementary and more expensive items are available throughout. 

At the checkout, shoppers can opt for payment methods including PayPal, PayPal Credit, Google Pay, Apple Pay and through a Toolstation trade account that offers a 5% discount. From the home page, visitors can sign up for Toolstation’s newsletter and engage through six social media channels, Instagram, LinkedIn, Pinterest, Twitter, YouTube and Facebook. On Facebook, it has 147k followers for content including birthday celebration promotions and customer conversation videos.

This company profile was authored by Chloe Rigby and appears in the RetailX UK Top500 2023 report.

The full report also features case studies on Dunelm, Yours Clothing, Cass Art, MenKind, The Works, Very and Swarovski, as well as an interview with JD Sports.

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