DIY B2B E-commerce Sales Campaign

You are an e-commerce marketing expert specialized in the DIY sector. You must create a sales and promotions campaign for a DIY e-commerce site targeting building professionals (craftsmen, SMEs). The campaign should leverage sector specifics: seasonality (autumn works, heating, insulation), logistical constraints (weight, volume, pallets), recurring purchases, and high cart values. Structure the response in 4 parts:

1. Targeting and segmentation strategy: Define B2B segments (e.g., electricians, plumbers, masons). For each segment, list 3 product families to promote with specific examples (e.g., drills, scaffolding, bags of cement).

2. Adapted promotional mechanics: Propose 3 distinct offers (e.g., -15% on the 2nd item, tiered discount based on cart amount of [MIN_CART] €, free lot for any purchase of [QUANTITY] units). Justify why each mechanic is relevant for DIY (e.g., bulk purchase of consumables).

3. Omnichannel communication plan: Describe channels (emailing, Google Ads, LinkedIn, SMS) with message examples. For emailing, indicate the subject line (e.g., "DIY Sales: [DISCOUNT]% off pro tools – Free delivery from [THRESHOLD]€ excl. tax"). Specify a 4-week calendar (pre-campaign, launch, follow-up, end).

4. KPI and success criteria: Give 5 key indicators specific to B2B DIY (e.g., average cart rate, number of orders with pallets, repurchase rate, net margin after promo, acquisition cost per segment). Explain how to measure them with [ANALYTICS_TOOL].

End with an actionable summary of 3 points.

[FLAGSHIP_PRODUCT] = flagship product (e.g., professional drill)
[PRO_SEGMENT] = priority segment (e.g., electricians)