Loyalty the Garden Centre Way: Data-Driven, Not Cold-Hearted.

In a sector rooted in enjoyment, trust, and community, rewarding loyalty should feel exactly that – a reward. Loyalty pricing has become commonplace in UK supermarkets, with members paying less than non-members on thousands of products. While this approach drives what I’ve defined as the “Three S’s of Active Loyalty” (sign-ups, scan rate and sales) it has also sparked debate around fairness and transparency for customers, especially non-members who continue to play an important contribution in the business as well. Interestingly, loyalty pricing hasn’t significantly reshaped shopping patterns as most people still shop at three different supermarkets regularly. For garden centres, I feel there is a more natural, customer-friendly alternative: using your loyalty programme to deliver targeted coupons and rewards instead of blunt price splits. This approach keeps the benefits of loyalty without the awkwardness of “you pay this, they pay that”.

Visible member-only pricing can feel divisive. Two customers at the same till, buying the same plant, paying different prices – yes, it can be effective, but it isn’t always right for a business trying to build trust and long-term loyalty with all customers. By contrast, coupons delivered via your loyalty programme feel like a reward, not a rule. They say: “We value you”, rather than “You didn’t sign up.”

Point of sale can deliver the same commercial impact as member-only pricing, without the negative side effects. A message like “Download our Rewards App and receive £3 off a rose plant this month” achieves exactly what a lower member price would in driving immediate behaviour but it does so through reward, not restriction. Customers don’t feel penalised for not being a member; they feel invited to join. It creates a positive first interaction with your loyalty programme, removes friction from sign-up, and builds goodwill from the very start.

The price on the shelf stays the same. The loyalty benefit is added gently at the till.

Why This Works So Well for Garden Centres

Garden centres are experience-led destinations. Customers visit for inspiration, advice and enjoyment – not just to chase the lowest price. Coupon-led loyalty fits this environment perfectly. It feels generous, not transactional as receiving a voucher feels like a gift. It creates positive emotion and goodwill and it can drive exploration with a coupon for houseplants, outdoor living or gifts encouraging customers to browse new areas and increase dwell time. It also protects premium perception, and you avoid constantly marking down plants, furniture, or gifts, which can erode brand value over time.

It’s smarter use of data, without the discomfort as your loyalty programme already holds valuable insight of what customers buy, when they visit, and what categories they love. Using this to send relevant coupons allows your garden centre brand to be helpful and personal, rather than intrusive or overly commercial.

Research in grocery shows many shoppers are uneasy about non-members paying more. In garden centres where many customers are older this sensitivity is even more important and coupons solve this elegantly as they can be delivered by email, app, printed vouchers at the till. Staff can easily explain them and no customer leaves your garden centre feeling disadvantaged for not being a member. Everyone pays the same price, but some customers simply receive a thank-you reward.

Rather than defaulting to hard-edged ‘members pay less’ pricing, why not consider using coupons delivered through your loyalty programme instead? It’s a softer, more inclusive way to reward loyalty through ’surprise & delight’, protect your brand and margins and encourage profitable behaviour. Instead of ‘members pay less’, think ‘members get rewarded.’