Ecommerce Consultant and Growth Strategist for small businesses
07592 629885 | Dominic Smith - Ecommerce Consultant
Notcutts is a well-established UK-based garden center retailer, specializing in a wide range of garden products, plants, home and lifestyle items, and outdoor furniture. Founded in 1897, the company has a long history of serving gardening enthusiasts and homeowners. Notcutts operates both physical stores and an ecommerce platform, offering customers the option to shop online for delivery or collect items in-store. Notcutts is known for its extensive selection of plants, gardening tools, outdoor furniture, landscaping materials, and home and lifestyle products such as indoor decor, seasonal decorations, and gifts.
The company caters to both amateur gardeners and seasoned horticulturists, providing expert advice and high-quality products. In recent years, Notcutts has focused on expanding its online presence and improving its ecommerce capabilities, aiming to make gardening and home shopping more accessible to customers across the UK. With a focus on customer service, quality products, and an enriching garden center experience, Notcutts continues to be a popular destination for garden enthusiasts looking to transform their outdoor spaces.
Notcutts, a well-established chain of garden centers with a £60 million turnover, faced a significant issue with their customer data. While they had 400,000 members in their discount loyalty program, they only had email addresses for 40% of them, meaning 240,000 customers were not receiving communications. Their data capture in-store was outdated, with low staff engagement and no clear motivation for customers to provide their email. This led to a shrinking email database, lower email acquisition rates, and lost revenue opportunities due to a lack of insight into customer behavior.
To address this, the solution involved implementing a simple and engaging strategy: a scratchcard prize draw campaign. Working with ODICCI, I Proposed Notcutts distribute numbered scratchcards at checkout, offering customers a chance to win monthly prizes up to £500. Customers would enter their details on a landing page to check if they won, and in the process, update or provide their email address and Privilege card number. This strategy aimed to both reconnect with existing customers whose email data was missing and acquire new customer data in-store.
The scratchcard prize draw campaign yielded outstanding results, driving significant growth and performance improvements across Notcutts' eCommerce Growth in Email Database. The email database grew by 40%, from 160k to 224k subscribers, directly enhancing Notcutts’ email marketing capabilities. This increased audience size provided a more substantial contact list for future targeted campaigns, promotions, and personalized messaging.
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