E.H. Williams Group loyalty scheme sign ups exceed expectations
The E.H. Williams group has two garden centres, Burleydam Garden Centre in the Wirral and Gateacre Garden Centre in Merseyside and has developed a loyalty programme designed to surprise, treat and reward their customers across both sites.
The owners Adrian and Sally Cornelissen worked closely with datacpr to develop a bespoke CRM system which would allow member information to be captured quickly and efficiently by the back office team at both centres. With seamless integration between the centres’ existing EPOS system Vector and the CRM database, the E.H. Williams Group can gain a comprehensive understanding of their customers including their buying behaviour, redemption history and lifestyle information.
Richard Landy, the founder and director at datacpr commented on the importance of developing an engaging loyalty programme:
‘Seasons is a loyalty scheme that offers Burleydam and Gateacre customers instant gratification unlike some of the points driven programmes out there. The high value rewards and benefits have been instrumental in the success of the CRM database, encouraging customers to sign up and share their data.’
datacpr’s CRM system offers garden centres the flexibility to adapt the database to accommodate personalised questions about customer lifestyle and preferences so that a truly distinctive reward programme can be created. Garden centres can also develop unique customer segmentation to create that all important competitive edge in a market that is coping with the challenges of an uncertain climate.
Within just two months of the launch E.H. Williams has doubled their customer database in size with no sign of this slowing any time soon.
Added 2nd April 2013