Gary Brooks
Creative Consultant
Copywriter
Creative Director
Wyevale Garden Centres.
CRM Programme.
DMA Awards 2015
Best CRM journey - Gold
Wyevale Garden Centres had 10m names on its customer database (generated by their loyalty scheme ‘The Gardening Club’
Each member received exactly the same range of communications, regardless of their purchase behaviour.
Within 12 months we had completely remodelled the customer journey, developed a fresh visual language and TOV for the brand.
Segmentation: Transactional, geodemographic and behavioural segmentation revealed three audience cohorts – Leisure & Discovery, Focused Favourites and committed Gardeners.
Welcome: We implemented a welcome programme that included a roll-fold mailing featuring a garden planner and a series of trigger-based emails.
Nurture: A monthly email, ‘Cuttings’ provided gardening advice and tips to members. We relaunched ‘The Garden Club’ scheme, refocusing on the benefits and in line with our insights.
The narrative and modular structure of the template was highly effective even when flicked and scanned. It also allowed the content to be scaled quickly and easily as last minute attentions and changes were common.
Unfortuantely emails only look really great when viewed in their natural environment...
Grow: Moving from a single offer approach, we tailored messages and promotions which were aligned to specific segments to optimise sales.
Insight: We also launched ‘The Great British Garden Survey’ to gain deeper insights on the nation’s gardeners. We discovered that members wanted to be inspired and not just sold to. It received over 80,000 responses – making it the nation’s largest garden survey.
A piece of pro-active work - first 'wearable tech' loyalty programme. This unique range of gardening equipment rewards members for time spent working in their garden.