The Huddersfield-based garden centre company attributes 50 per cent of its weekly transactions to members of Your Armitage’s, which was created by loyalty and customer relationship management (CRM) consultancy Uber
Uber has created a community-based loyalty programme which gives members access to exclusive discounts in their local area, complementing these benefits with targeted offers and benefits at the garden centres and offering personal rewards which are relevant for each consumer. They plan "more advanced segmentation" in year two.
Uber managing director Sarah Cross said: "Armitage’s Garden Centres has been a really exciting brand to work with over the last 18 months as they’ve been around for so long and are well known in the area. It was clear to see that we had a well established base of brand devotees when we kicked off with a customer research project back in April 2011; this has made the process of orientating the business even more around the customer through Your Armitage’s fabulously rewarding.
Armitage’s Garden Centres managing director Will Armitage said: "Going through the recent data analysis process confirmed our thoughts around how successful the programme has been so early in its operation.
Uber’s expertise has allowed us to create a loyalty programme in which our customers are really engaged and this has been proven by consistently higher average spends from Your Armitage’s members alongside impressive levels of revenue associated with programme campaigns."