Garden Centre does up loyalty club

Garden Centre does up loyalty clubThe Garden Centre Group, the 140-chain network of outlets beloved of green-fingered gardeners nationwide, has initiated a major overhaul of its Garden Club loyalty scheme in preparation for a rebrand back to Wyevale Garden Centres.
Former Disney marketer Adrian Robertson has been the interim head of CRM at the company since September last year. He has already hired The Gig at DST (formerly Lateral Group) as the firm’s new loyalty scheme provider to manage the points based programme – which has 2.5 million members – delivering annual savings of £200,000.
In addition, WDMP has been appointed CRM agency to drive the annual strategy and deliver campaign creative.
Robertson has also overseen the creation of a single customer view and a move to a new email platform, allowing real time triggered campaigns through Adestra.
And this week the company has appointed John Townshend’s agency Now, as part of plans to give it a stronger national identity. Now has been tasked with creating the new brand identity, as well as devising a strategic positioning and retail communications.
Sarah Fuller, the Garden Centre Group’s marketing director, said: “Our ambition is to make our brand synonymous with the joys of the garden, as well as a place where anyone can come to find help, ideas and inspiration.”
The company was known as Wyevale Garden centres until 2009, when it was rebranded as Garden Centre Group.

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2 Comments on "Garden Centre does up loyalty club"

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