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Notcutts garden centres aims to nurture growth with customer loyalty tools from BT

Notcutts is working with BT Expedite to implement a new loyalty, CRM and clienteling solution. As part of the new initiative, the garden and outdoor specialist is bringing its outsourced loyalty solution in house. This means Notcutts will be able to drive more responsive and proactive services to its customer base, through improved customer insight.

Notcutts has been running an industry-leading loyalty programme, the Sage Privilege Club, for over four years and it currently has over 125,000 members. The new BT Expedite solution will build on the success of the existing programme and enable Notcutts to make the most of its advanced loyalty insight, segmentation and personalisation to further delight customers.

Marketing Director, Minnie Moll said: “At Notcutts we want to put the customer at the heart of our business. Customer data is a real competitive advantage and this will give us even more customer understanding and insight, and enable us to make communications more relevant and personalised.  Having this tool in house will give my team great control and flexibility.

Notcutts are also planning to roll out BT Expedite’s intuitive clienteling tool – which generates a complete view of customer behaviour to help Customer Services manage queries and follow-ups more efficiently.

Loyalty Marketing Manager Graham Perryman said: ‘It makes perfect sense for our customer service team to work directly from the CRM loyalty solution, so that they have real-time access to single customer view and, as it should be, their customer contact history is also part of the SCV so that we can all benefit from understanding the customer better, whatever the touchpoint.”

To help create this seamless experience, Notcutts will be implementing the following components from BT Expedite:

  • CRM loyalty solution

Multichannel customer database, data hygiene tools, customer insight, campaign manager, data analysis, clienteling and contact manager, loyalty points tools

  • Clienteling

Intuitive tablet and pc web browser tool that puts customer information at the fingertips of those who have to provide a personalised service to customers

  • Professional services

To help deliver the complete solution

  • Marketing services

To help Notcutts become self-sufficient with the tool and to leverage BT Expedite’s heritage in the retail sector

IT Director Jason Moon said: “After a review of the market, BT Expedite’s retail CRM solution shone through. We currently partner with BT in the areas of merchandising and e-commerce and we’re looking forward to working closely with the CRM team and implementing our next phase of loyalty.

Tanya Bowen, Director, CRM Loyalty and Clienteling, BT Expedite said: “We’re delighted to partner with Notcutts who are already a valued customer at BT. Notcutts Garden Centres are known for great service and the personal touch and, of course, have a popular loyalty programme today. We have a team of great specialists and the tools to help Notcutts achieve their next phase of customer insight and personalised loyalty.”