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Vanessa's Musings: Membership is Vanity, Active Members are Sanity, and Customer Lifetime Value is King

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We’ve all heard garden centre owners (and/or their marketing teams) celebrating the “big numbers” of their membership programmes. Thousands of sign-ups, mailing list growth, the headline figure of members on the books.


Impressive? Yes. Valuable? Not really.


The truth is: membership numbers alone don’t tell the story. In fact, they can distract from the real value. Behind in those numbers lie very different cohorts:


  • Members who transact regularly.

  • Members who never transact.

  • Discount hunters.

  • Onboarders who are yet to engage.

  • Lapsing and churned members.

  • High spenders vs. low spenders.

  • Frequent visitors vs. one-off voucher redeemers.


At Spring, we’ve spent 20 years making sense of this complexity. We’ve built models that go beyond vanity metrics and show what really matters: the health of your membership programme and how to grow customer lifetime value (CLV).


Why does this matter? Because not all members are equal. The ones who already bring profit can bring you more, if you know how to engage them. And the right strategy can reduce churn, activate disengaged members, and turn discount junkies into loyal spenders.


We work with garden centres that want to move beyond “How many members do we have?” to “What value are our members bringing, and how can we increase it?” It’s about understanding:


  • Which members make you money.

  • What keeps them engaged.

  • How to encourage them to spend more — beyond simply redeeming a voucher.

 

Over the coming weeks, the Spring Team will be delivering exclusively to our clients the customer lifetime value (CLV) models we’ve developed for garden centres, tailored uniquely to each client’s year-to-date performance. These bespoke reports combine intuitive membership analysis, psychology, transactional data, and tactics we’ve refined over the past 20 years, all designed to elevate strategy and unlock true customer value.


If you want to uncover the real profit drivers in your membership programme and unlock more lifetime value of your customers, now is the perfect time to get in touch and be part of the conversation and benchmarks!

 
 
 

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