Campaign objective:
This garden centre needed to get customers into the plant area and spending!!
Campaign structure:
Created a one-off weekend offer of £5 off a £30 spend (which was the average transaction value for Aprils with “normal seasonal weather” at this garden centre). An email newsletter with the offer went out to a database of 9000+ customers and vouchers were printed and distributed to every customer purchasing in the coffee shop for the 3-day promotion:
Campaign results:
484 customers used a voucher equating a 5% redemption
Total spend after discount recorded ATV increase of £5 on normal average spend in April from email customers coming into the store specifically.
Total spend after discount recorded ATV increase of £7.50 to normal average spend in April from café customers receiving a voucher when instore.
Return on investment - much needed uplift in ATV performance for a reactive campaign to offset adverse seasonal weather on the bottom line.