Client case study – Garden & Home, retained client

Objectives:
• Creating a competitive marketing strategy
• Brand refresh. Maximise revenue from consumer visits
• Increase new business acquisition and customer retention
Work:
• Competitor research, site visits, current/potential audience analysis, market trends
• Marketing strategy, market proposition
• Market repositioning/brand refresh/comprehensive store layout design and wayfinding signage
• Retail experience synergy across multiple outlets
• Full analysis and reporting
Achievements:
• New brand identity and logo
• Synergy across multiple sites
• Store revamp and layout
• Increased footfall into restaurants
• Repositioning carried through to department buying groups resulting in a more aligned and appealing retail service and merchandise offering
• Became more focused, compelling and profitable to both existing and new audiences

The client is an established garden centre with multiple retail sites across the South West. As with many of their competitors in this sector the retail sites offer much more than simply plants and shrubs and offer a wide range of furniture and good quality restaurant facilities.

WTWS was engaged to look at the marketing strategy for the group as a whole, since the client recognised that their image may have become a little jaded and public awareness of the wide range of products and services on site could be improved.

Through workshops with the client, site visits to the various retail sites and independent  research, WTWS concluded that indeed the brand needed a refresh with new image and logo and that this needed to be carried across all collateral and customer touch-points. The website was functional and we did not recommend budget should be spent in this area but advised that signage and store layout could be improved to ensure visitors were aware of the facilities available and could more easily find where to go.

During the strategic process we were able to clearly identify and profile three new consumer audiences that were both over-indexed in the proximity of each outlet plus importantly, they had a high affinity and propensity to spend for the client’s retail offering.