Notcutts: Customer relationship marketing

This case study describes how Notcutts, a UK garden centre retail chain, introduced a loyalty programme to generate incremental revenue.

Notcutts: Customer relationship marketing

babyGRAND Marketing and Coniak

Executive summary

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.

This paper...

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