Hageland is building a successful loyalty program

Hageland is a garden center chain in Norway, with 104 branches nationwide. Each garden center has its own charm and expertise and is handled by independent plant and flower professionals. But all garden centers have two things in common: good product quality and strong customer focus. Hageland knows that knowledge, competence, advice, and guidance are key to lush gardens – and happy shoppers.

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Some of the results

200 000
more members in 6 months
10%
revenue growth compared to last year
35%
increase in purchases (member vs. non-member)

Time to get personal

Before Voyado, Hageland couldn’t do much more than offer discounts to their customers. But they had a vision. They wanted to communicate more personally and effectively with their audience, and to do this, they needed knowledge about the people shopping with them. With Voyado’s CXP solution and Oculos as a partner, building and developing the strategy around the new concept, Hageland has gone from a traditional customer club to a loyalty program with a reward program. This means that they can collect, quality-assure, and utilize all customer data in one place. And thanks to that – personalize and automate customer communication in several channels.

“We use data and analysis in a completely different way than before. Now we can evaluate messages in email and SMS, and make relevant decisions based on facts and insights,” says Øyvind Krohn, General Manager at Hageland.

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"We use data and analysis in a completely different way than before. Now we can evaluate messages in email and SMS, and make relevant decisions based on facts and insights."

Øyvind Krohn, General Manager at Hageland

When customers become loyal

At the beginning of 2021, Hageland had 350 000 members in their customer club. Since introducing the loyalty program Mitt Hageland in May 2021, they have recruited 200 000 new, active members! And with more loyal customers come more sales.

The member sales have increased from 10 to 60 percent after introducing the reward program, and on average, loyalty members shop for 35 percent more than non-members,” says Øyvind Krohn.

So, what’s the success factor behind Hageland’s loyalty concept that they’ve created in close collaboration with Oculos? First of all, it’s easy to become a member since the recruitment is done smoothly via a payment terminal or SMS. The loyal customers then get reward points with every purchase (plus a variable, campaign-based bonus). Twice a year, the reward vouchers are sent out by email and so far, Hageland has seen that the vouchers have over 50 percent conversion after the first reward period. This shows that members of the loyalty concept “Mitt Hageland”, understand the value of being loyal. And more benefits will come.

”For 2022, we will create even more value for the customers. We will introduce reward points for performed activities, like sharing content on social media. If you, for example, cut the hedge and send in a picture, you will get extra points,” says Øyvind Krohn.

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"The member sales have increased from 10 to 60 percent after introducing the reward program, and on average, loyalty members shop for 35 percent more than non-members."

Øyvind Krohn, General Manager at Hageland

Better experience, greater growth

Thanks to Voyado, Hageland has all its customer data in one, easy-to-use platform. And thanks to the strategic minds at Oculos that helped implement the reward program, they can send targeted advice and inspiration to customers – which creates a desire to buy. They can also steer traffic to specific periods during the year, which makes it easier to coordinate and plan upcoming campaigns and activities.

“Compared to last year, we can see a big difference in revenue with a 10 percent growth. We’re definitely satisfied!” says Øyvind Krohn.

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