Driving footfall and boosting sales for the Tillington Group of garden centres at key points during the retail year
Scattered around the UK, each of the 11 independent garden centres in the Tillington Group has a distinct character and target customer. Beautiful Gardens magazine is their most important joint marketing project, kicking off the gardening season in spring, and personalisation is key.
Since 2003, we have been designing a bespoke publication for each centre by complementing a raft of common content with regional pages and an individual cover. That’s 22 different versions in all.
And although Beautiful Gardens has a print run of 4.6 million, it’s far from mass-market. Customers regard it as an annual treat that’s truly local. They can’t get enough of the inspiring, helpful content – which is why we’re publishing our first summer edition for 2016.
The run-up to Christmas has become an increasingly important period for garden centres, as they transform into sparkling leisure destinations - adding attractions such as Santa’s grottos, ice-rinks and even real reindeer. Customers should want to stay all day.
The Tillington Group wanted to grow the success of their annual spring magazine with a festive version showcasing everything from illuminated wall canvases to novelty jumpers, and promoting each garden centre as a one-stop shop for all the family.
Now Beautiful Christmas has become a tradition itself, showing significant sales uplift for featured items and delighting customers with its eclectic selection of seasonal goodies they just can’t live without.