Frosts

FROSTS GARDEN CENTRES – SUCCESSFUL GARDENING CLUB DRIVES SALES

SUCCESSFUL LOYALTY PROGRAMME DELIVERS 20% OF SALES

Frosts Garden centreFrosts, a successful garden centre business, has used Futura to run its POS and merchandising system for over 12 years. They quickly established a successful gardening club offering members discounts, details of events and special offers by capturing customer data at the till.

After buying the membership pack, customers receive a Gardening Club card and a selection of discount vouchers. These, when scanned, show the sales assistant they’re a Gardening Club member, and Futura automatically applies the discount.

CRM

Frosts recently re-branded their Gardening Club, advertised it more heavily in store and turned the welcome pack into a “gift package” with new collateral. As exporting the addresses from the customer database is so simple, it enables them to send regular direct mail letters and emails to each member telling them of offers, talks and events to drive interest.

80% RISE IN GARDEN CLUB MEMBERSHIP

This attention to detail has seen an 80% increase in membership – important because members’ sales now account for 20% of total sales. The maintenance and running of the loyalty Club however, costs less than 0.1% of annual sales to run.


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