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Increasing the value of members with direct mail

Dobbies Garden Centres is a British chain of garden centre's based in Lasswade, Scotland. It is the biggest garden centre operator in the UK, operating over 69 stores. Find out how we're helping maximise revenue per member.

The Brief

Dobbies wanted to drive footfall and trade from those people on their membership database.

The Approach

Dobbies Club is the loyalty scheme for Dobbies. Members visit more frequently and spend more than non-members. Driving frequency is a key objective for the loyalty team.

Dobbies looked at member spend behaviour to segment the data by shopping preference (Garden Centre or Restaurant) and spend level. Members were incentivised with 250 or 500 points reward when they reached a spend threshold.

These points converted to either £2.50 or £5 in their next reward statement with the offer running just before the cut-off date for final points collection.

The Results

  • 21% of members shopped the offer

  • ATV +6% during the offer period

"We're really enjoying our partnership with PK. Together we're working to introduce new ways of reaching our customers across channels. Customer experience is key for us and we're excited to explore new ways to test further improvements."

- Lindsay, Head of Loyalty & Customer Experience - Dobbies Garden Centres


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