Rebranding is a possibility for The Garden Centre Group, admits marketing director
The Garden Centre Group's marketing director Sarah Fuller has admitted to GTN Xtra that the senior management team is seriously considering a rebranding of the company, and hasn't ruled out the possibility of using either Wyevale, Blooms or Garden & Leisure for its corporate identity in future.
"Yes, we are looking at the branding of the company," said Sarah. "We've got a portfolio of strong brands within the group and we've been looking at how we're going to use them.
"We're getting close to a decision and we'll be in a better position to talk about our plans later in the summer.
"We're looking to create an experience for customers that is famous for inspiring people and helping them to really enjoy their gardens."
One of the biggest success stories for TGCG over the past few years has been the dramatic growth of its Gardening Club. And there are plans to increase the 2.5 million membership, said Sarah.
“The Gardening Club has been a massive success. Our customers rate the scheme really highly – it’s up there with some of the big high-street schemes.
“We’ve been focusing on using the understanding we have of our customers from what they are putting in their baskets to try to meet their needs better.
“We are looking at other enhancements we can add to the scheme – and it will all be about adding to the great experience, making them feel special and rewarded. We are trialling some free tea and coffee offers as a way to add extra benefits that people can enjoy in the centre."
The full exclusive interview with Sarah and TGCG CEO Kevin Bradshaw can be found in the July issue of Garden Trade News.
Recruitment drive for the Gardening Club at BBC Gardeners' World Live.
"Yes, we are looking at the branding of the company," said Sarah. "We've got a portfolio of strong brands within the group and we've been looking at how we're going to use them.
