Go Gardening Research – Giving Pays Off for Auckland Retailer
Anecdotally the feedback is clear. Go Gardening magazine generates considerable business; readers bring in the magazine and buy from it. We know this. However the hard data has been ‘harder to get’. Recently, an innovative member of our association has delved a little deeper, tracking the actual customer spend of customers receiving Go Gardening.
A target group of customers was invited by email to visit the Garden Centre to ‘pick up’ their personal copy of Go Gardening. Early findings from the study indicate that:
- These customers purchased on average, $609 of Garden Centre products in the calendar month following receipt of Go Gardening.
- They purchased directly from the magazine pages to the value of $16.80 on average per customer
- These customers represented a ‘higher value’ spend per visit of $46-58 compared to target spend of $40.
- As a total purchase value the groups spend increased over the same period of the prior year by a massive $42,000 or 48% in total month spend. The magazine cost relative to this lift was $129.
When considering the cost of the magazine at between 61c-70c per copy, it is clear that the investment in purchasing and utilising Go Gardening as a marketing tool pays financially on all parameters.
More detailed information on outcomes will be released as a special report to our members. For Retailers not utilising Go Gardening, we urge you not to miss out on this tremendous opportunity to profit. To secure future orders of Go Gardening you should contact Belinda at NGINZ ph or talk to Debbie Pascoe for more details and suggestions on profit strategies with Go Gardening.
15-Nov-12
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