40% Email Database
Increase with an
In-Store Scratchcard
240,000 loyalty members with no email address on file. A simple, scalable scratchcard prize draw at checkout grew Notcutts' email database 40% — from 160k to 224k subscribers — unlocking digital marketing at scale.
About Notcutts
Notcutts is a well-established UK-based garden centre retailer, specialising 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 across the UK.
Despite a loyal customer base and strong in-store presence, Notcutts faced a significant digital growth barrier. While the loyalty programme had 400,000 members, only 40% had email addresses on file — leaving 240,000 customers completely uncontactable through digital channels.
240,000 Loyal Customers — Completely Unreachable Digitally
In-store data capture was outdated, inconsistent and had low staff engagement — with no clear incentive for customers to provide their information. Without accurate, actionable customer data, the marketing team struggled to measure engagement, optimise campaigns or make data-driven decisions.
The result was a shrinking email database, declining digital acquisition rates, and lost revenue potential. For a business aiming to grow its ecommerce channel, this lack of insight into customer behaviour represented a critical commercial bottleneck — one that needed a simple, scalable solution.
A Prize Draw That Did the Work for Them
I implemented a high-engagement, low-friction data capture strategy using a scratchcard prize draw campaign — designed to be easy for staff to run and genuinely motivating for customers to participate.
Scratchcards were distributed at the point of purchase — giving customers a chance to win monthly prizes up to £500. The mechanic was simple, familiar and created immediate engagement at the moment of transaction.
Customers entered their details on a dedicated landing page to claim their prize entry — updating or providing their email address and Privilege card number in a single, frictionless step.
The approach simultaneously re-engaged dormant loyalty members and acquired email addresses from customers who had never provided one — while being straightforward for staff to execute at scale across all stores.
A Data Gap Turned into a Growth Lever
The email database grew 40% — from 160,000 to 224,000 subscribers — directly improving digital marketing reach and enabling targeted campaigns, promotions and personalised messaging at scale.
64,000 previously uncontactable loyalty members were brought into the digital marketing programme — customers who had already demonstrated loyalty through the in-store programme but had been invisible to digital campaigns.
The initiative strengthened the foundation for ongoing ecommerce growth — with richer customer insights feeding segmentation, retention strategies and revenue-driving campaigns for the long term.
Ready to Start Growing?
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