Chepstow Garden Centre is an independent, family run garden centre business with stores in Chepstow, South Gloucestershire and Gloucester. They approached us to help re-brand their existing ‘Gardener’s Club’ loyalty scheme, re-engaging with registered customers and encouraging new customers to join. They also wanted a communication strategy and plan for their loyalty scheme, tempting customers to visit their stores more often and drive sales.
Our approach to this project was to first gain insight into existing and potential loyalty scheme customers – it was important for us to learn what they knew about the scheme, and how they were using it, as well as their views of competitor garden centres. In order to gain this information, we ran online surveys (including non-loyalty customers), as well as small focus groups with registered customers and staff, we also tested some initial creative concepts for the Gardener’s Club brand.
We developed the ‘Friendly. Independent. Local.’ strapline which summarised their key proposition and differentiated Chepstow Garden Centres from their main, larger franchise run competitor, Wyvale Garden Centres. The watercolour and illustrative style reflected this core proposition, also allowing for a consistent approach to their point of sale signage and branding in-store.
One key finding from the research was that many customers were not aware of the loyalty scheme or its benefits. With this in mind we developed a range of marketing materials to promote the scheme via posters to be placed in-store and email communication – with a ‘Did you know?’ campaign to raise awareness of the benefits of being part of the Gardener’s Club. We also developed a range of Point-of-Sale (POS) signage and branded materials templates to be used to promote the loyalty scheme in-store and in external advertising.
We are currently rolling out the loyalty scheme new brand and communication at this stage, but so far the client has reported more customers have joined the scheme, and their internal staff have also approved the new look and feel of materials.