About this episode

The episode discusses modern marketing strategies for garden centres, focusing on loyalty data and paid media to enhance customer engagement and sales.

Marketing for garden centres is changing fast. In this Glee 2025 episode of The Underground, Phil Wright and Kate Turner sit down with two specialists to explore how loyalty data and paid media can work together to drive footfall, sales and long-term customer value in the home and garden sector. First up, Vanessa Cranford from Spring Marketing explains why garden centre loyalty schemes should be treated as profit engines, not cost centres. Drawing on two decades of experience and data from over 100 UK sites, she shows how EPOS-linked loyalty programmes can lift average transaction value by around 50%, increase visit frequency and turn your best customers into brand advocates, all while giving you clearer visibility of churn and customer lifetime value. Then, Aaron Rudman-Hawkins from The Evergreen Agency joins Phil to demystify paid search and paid social for home and garden brands. He breaks down when ads work (and when they don’t), why average order value and lifetime value matter so much, and how to think about budgets by working backwards from revenue goals . He also shares how localised search and smart retargeting can help garden centres “win the postcode and win the…

People in this episode

Hosts: Phil Wright, Kate Turner

Guests: Vanessa Cranford, Aaron Rudman-Hawkins

Topics covered

• modern marketing
• garden centres
• loyalty data
• paid media
• customer value
• EPOS-linked loyalty programmes
• localised search

Keywords

• garden centre marketing
• loyalty schemes
• paid search
• customer lifetime value
• transaction value
• retargeting
• footfall

Mentioned in this episode

Organizations: Spring Marketing, The Evergreen Agency

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• Tony Kersey, GIMA & Belle Richardson, Seal Stop: Live from Glee 2025 · November 18, 2025 · 42 min
• Make It Memorable with Paul Pleydell & Barry Knight - Glee 2025 Live · November 12, 2025 · 59 min
• Lee Connelly & Sipcam’s Nigel Thompson on Schools, Greener Gardening, and Innovation · November 6, 2025 · 56 min
• Glee 2025: Live Q&A with Blue Diamond’s Alan Roper · October 28, 2025 · 41 min

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