Sowing the seeds for long-term loyalty growth, with Dobbies Club data.

Go Inspire Group

Client: Dobbies Garden Centres Limited

---- The Challenge? ----

• Drive measurable, tangible growth in ROI and incremental revenue. • Show contribution of free benefits to frequency, additional revenue and ACV through analysis of Club data. ---- The Outcome? ---- A true breakthrough with data delivered a hyper-personalised Dobbies Club experience for every member. Putting data at the centre of decision making meant a 199% YoY increase in incremental revenue and 215% ROI (vs a benchmark of 80%), were just two of the year’s obliterated KPIs! Built on the foundations of unique segmentation, usage cluster, key category analysis and discount optimisation strategies, this new tailored approach also delivered: • SCR £6.92:1 vs Benchmark £5:1 • EBIT 32% vs Benchmark 20% • 17% Increase in average frequency of visits • 10% Increase in Average Customer Value (ACV) • 15% increase in customers scoring 9/10 on NPS