Wyevale Garden Centres: Wyvale Garden Centres - Customer Journey
WDMP
Campaign overview
Despite amassing more than three million members The Garden Club, the loyalty club of Wyevale Garden Centres (WGC), was not used to unlock sufficient value or insight.
This campaign overhauled the customer journey to increase average spend, repeat purchases and loyalty. It took a latent marketing asset, turned it into a key revenue driver at the heart of WGC's business and more than doubled its target ROI.
Strategy
The previous loyalty programme used purely transactional based targeting, so the team enhanced this with lifestyle and geodemographic segmentation to...