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August 15, 2011 - uber and Your Armitage's: the launch!


uber have reached the super-exciting stage of launching Armitage’s Garden Centre’s brand new customer loyalty programme, Your Armitage’s.

GCA-certified Armitage’s appointed uber to support and guide their loyalty marketing strategy back in the Spring.  Since then, uber have been busy working on this extensive project, putting together something totally bespoke and unique to allow Armitage’s to get personal with their customers.

To get staff members on board, uber held a really fab staff launch event last week, in advance of the customer launch today.  uber MD Sarah Cross explains ‘It’s really crucial to get internal teams fully engaged in the initiative so that they can get customers excited about it.  From today, we’ve put into play a really varied Communications Plan for the first three months of the programme – Armitage’s will be able to start digging down into transactional data to offer their customers super personalised, relevant benefits to appeal to individual customers’

The first step for uber was to undertake a research phase to gauge the attitudes of Armitage’s customers to a loyalty scheme, investigating the best channels for communication, methods they’d like to see to participate in the programme and favoured customer rewards.  The project has also encompassed an extensive technical piece as uber made the recommendation that Armitage’s introduce a CRM (customer relationship management), providing one single view of customer interactions and communications and permitting clear segmentation of consumer groups.

Armitage’s Marketing Director, Jo Dales said ‘We absolutely love our customers at Armitage’s and we realised that to really take the next step in terms of ‘cultivating’ their loyalty, we needed to understand them better so that we could offer them incentives and rewards that are important to them.  I can’t wait until we can really start using ‘Your Armitage’s’ to engage with our loyal following much more closely and make them feel valued, encouraging them to visit us more – this really is the next chapter for Armitage’s’


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