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Garden centres 'could benefit from loyalty schemes'
3 Jan 2012

Independent garden centre owners could benefit from introducing loyalty schemes to reward regular customers.

Doug Bantivoglio from payment processing firm the Ohana Companies told US publication Garden Center magazine that this is an extremely popular marketing method that is rewarding for both consumers and retailers.

He explained that by collecting and analysing point of sale data whenever contactless smart cards are scanned, it is possible to understand buyer behaviour and target additional products to customers.

"This allows the consumer to be rewarded with items that are more in line with their desires or needs," Mr Bantivoglio commented.

For example, if a person has bought two rose bushes, they may be interested in money-off coupons for fertiliser, which will drive them back to the same garden centre to purchase them.

Mr Bantivoglio said this will improve marketing activity in the long term, making it more efficient.

Earlier this month, the Imperatives for Customer Loyalty study found 77 per cent of Britons are members of at least one loyalty scheme, TalkingRetail.com reported.