Enhancing customer welcome journeys 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 improve the welcome journey of those signing up to their membership club.

The brief

To nurture Dobbies Club Plus members through their welcome journey. Embedding the range of benefits available to them and incentivising future visits.

The approach

New Club Plus members join a 30-day welcome journey that uses a mixture of email and Direct Mail to build engagement and encourage that crucial next store visit.

Members receive 4 emails and 1 DM through their first 30 days including an incentive for their first purchase in the restaurant.

During this time they are held out from receiving any other contact to ensure the focus remains on embedding the range of benefits and services available to them.

Club Plus members are predominantly female and aged 55+

The results

  • >10% redemption of offer from Direct Mailing

We’re really enjoying our partnership with PK. Together we’re working to introduce new ways of reaching our customers across channel. 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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