Improving value for customers
In 2009 the UK Garden Centre Retail market was characterised at a chain level by undifferentiated retailers.
Coupled with this, the sector operates on a low frequency of visits across the year compared to other retail sectors, and generally the location of the Garden Centre plays a big role in the decision of which one to visit.
Notcutts Garden Centre Group decided that it wanted to provide its customers with a compelling reason to shop with them more often, and to gain a bigger share of their wallet.
Transforming the business
This paper tells the story of the CRM scheme that helped transform Notcutts’ business, and how by the end of 2012 it had converted 1 in 5 of its customers to be part of a new club, which has generated £2.5m in membership fees alone.
Judges' comments
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