Wyevale Garden Centres' website click-through rate has risen from 1.7 per cent to 8.8 per cent this year and now records an above industry-average performance. Wyevale used Lyris ListManager to focus on improved design, content, testing, messaging and emails focused on content geared towards the interests of each recipient. Head of e-commerce Alex Palmer said: "Lyris ListManager and the strategic advice Lyris provides on an ongoing basis has enabled us to identify and respond to the specific interests and preferences of each of our email subscribers."
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Can other garden centres learn from Petersham Nurseries and the fusion of retail elements in its new Covent Garden outlet?
Consolidation is stretching across the nursery and retail horticulture sectors, with Dutch corporate finance company Oaklins saying the horticulture market is now going through another wave of consolidation.
There are 11,700 electric car-charging points across the UK but only eight at garden centres, so more can be done to take the opportunity in garden retail.
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