Further members wanted for HTA's GIM Retail Map

The HTA is seeking more members to sign up to its Garden Industry Monitor (GIM) Retail Map Initiative, which gives retailers a better idea of their local customer base.

Using data from Experian's Mosaic consumer classification and mapping tool and consumer spending data, the map provides a unique insight into the local consumer market for garden products.

Retailers receive detailed information about where different types of consumers live in relation to their garden centre and which are the most valuable in terms of potential garden spend. This enables retailers to target their marketing campaigns more effectively.

HTA director of commercial services Andrew Maxted said: "The beauty of the GIM Retail Map is that it can be tailored to the specific needs of the individual retailer.

"The first members to use the tool are discovering new insights about their customers and catchments, enabling them to target their campaigns towards lucrative, previously untapped markets."

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