From our archive. This is a historical record. Product availability and contact details may have changed.
In 2011 Armitage's Garden Centres began developing a customer loyalty programme designed to reward their customers with a range of unique benefits and offers through the 'Your Armitage's' loyalty card.
Initially the company's goals were to develop a database of loyal customers and create a system that allowed them to analyse and mine data in order to create clever, behavioural based marketing campaigns. In devising the customer loyalty strategy Armitage's were advised that they would need to integrate a customer relationship management (CRM) system into their existing electronic point of sale (EPOS) database.
'datacpr advised us from the outset that the benefits of data would become more evident once we were using the CRM system. They were right!
We now know we can be smarter in our use of data – we want to analyse customer buying patterns, consider ranking customers according to different variants – be more sophisticated with the wealth of data we now hold. We also want to see how this data could benefit other areas of the business such as buying. The possibilities are far reaching.'
Jo Dales, Marketing Manager at Armitage's