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Garden Centre Marketing

Task

Choice Garden Centres is a buying group of 30 independent garden centres covering areas of the UK from Aberdeen to the Isle of Wight. They needed to raise the profile of the centres and drive sales in the face of declining numbers of horticultural enthusiasts and increased competition from supermarkets and DIY retailers.


Approach

touch put in place a programme, available to all members, including a mix of PR, Direct Marketing, Reward Cards and Point of Sale. This was based on analysis of the synergies between centres and enabled  sophisticated multi-layered marketing programmes to be created extremely cost effectively.


Impact

Reward Card programmes were installed in all centres with expanding databases and significant increases in aquisition, response and profitability.

Centres recognised their key opportunities may not lie in traditional sectors - such as plants - and focussed their in store offerings on their strengths, from Christmas to furniture and food.

The changing demographics were adressed with marketing tactics such as PR and events appealing to younger, family oriented customers.

Production of high cost marketing materials such as directly mailed brochures and reward cards were drastically cut with digital and online communications and coordinated systems.