Thetford Garden Centre's positive experience with Garden Centre Magazine
As Garden Centre Magazine continues to grow in prominence across UK garden centres, the team takes the opportunity to catch up with an existing satisfied customer – Thetford Garden Centre. Julian Chittock, Operations Director, shares his thoughts on the experience of stocking and distributing the magazine within their store.
A legacy of growth and excellence
Thetford Garden Centre, a well-established name in the gardening community, has been serving customers for 43 years. Originally a small nursery, the centre has blossomed into a comprehensive garden centre and coffee shop, now employing approximately 90 staff members. With an extensive range of plants, garden furniture, machinery, gifts, and more, Thetford stands as a prominent hub for gardening enthusiasts in the region.
Understanding Thetford's core customers
Julian highlights that Thetford’s core customer base is largely made up of ABC1 individuals, with a significant portion being retirees. Families and dog owners also make up a large part of their customer profile. This diverse mix ensures the garden centre caters to a wide variety of needs, from gardening essentials to leisure and outdoor products.
The decision to stock Garden Centre Magazine
Thetford Garden Centre introduced Garden Centre Magazine approximately 18 months ago. Julian mentions that the decision to offer the magazine to their customers had always been on the cards, and they finally made it happen. The magazine’s reputation, along with its high-quality content, made it an easy choice for the garden centre to stock.
Customer response and feedback
Since introducing the magazine, Thetford Garden Centre has received overwhelmingly positive feedback. Julian notes that customers often express their appreciation for the magazine either in the restaurant or at the customer service desk. The magazine has proven popular with a wide segment of their audience, with no particular group being more inclined to take a copy than another.
Business impact and benefits
While it’s difficult to measure exact business outcomes directly linked to stocking the magazine, Julian believes it has contributed positively to the store’s atmosphere. The magazine’s presence encourages visitors to stay longer, flipping through the pages while enjoying a coffee or browsing the products. Customers are often exposed to new products and information they may not have been aware of, complementing Thetford’s offerings and enhancing the customer experience.
Stocking and displaying the Magazine
Julian reveals that stocking and displaying the magazine in-store is a seamless process. The garden centre has set up stands in several high-traffic areas, including near the main door, the coffee shop waiting area, and in the gifts section. The magazine’s popularity means the stands are quickly emptied, often needing to be replenished to meet demand.
Efficient supply and distribution
Julian also commends the reliability of the supply and distribution process. He praises John and Amy, the distribution team, for their professionalism and the smooth, hassle-free experience of dealing with them. It’s clear that excellent customer service extends beyond the garden centre’s own team to the partners they work with.
Aligning with Thetford's brand and customer experience
Garden Centre Magazine aligns perfectly with Thetford Garden Centre’s brand values. The magazine’s informative, beautifully designed content provides clear and concise information that resonates with their customers. It reflects the trends and values of Thetford’s clientele, making it a natural fit in their store.
Encouraging other garden centres to get onboard
When asked about advice for other garden centres considering stocking the magazine, Julian’s message is simple: “Do it! It’s well worth it. It’s all good publicity.” With its engaging content and positive customer response, Garden Centre Magazine offers garden centres a valuable tool to enhance their customer offering.
A no-risk, high-reward opportunity for garden centres
With zero financial commitment required, GCM represents a hassle-free, high-impact marketing solution. By participating, your garden centre gains a professionally produced, high-quality magazine that serves as both a sales tool and a relationship builder within your local community.
For more information on how your garden centre can get involved and join the likes of New Leaf Plant Centre, Old Railway Line, Grove Nurseries, Monkton Elm, Polhill, Planters and many others who already benefit from the inclusion of the Garden Centre Magazine within their centre, please contact the GCM’s Business Development Director, Trish Nicholson by emailing patricia@yhgmedia.co.uk
For more information visit www.gardencentremagazine.com