Waitrose Garden is aiming to increase its share in the horticultural industry by launching its first customer magazine devoted exclusively to gardening.
Waitrose Garden issue of a seasonal magazine
Issue two will follow later in the year. All myWaitrose members will receive the magazine free of charge.
The Waitrose Garden was designed to be both inspiring and practical. On glossy paper, the main section features five gardens that are equally stunning. Each garden is accompanied with a shopping spread that allows customers to recreate the look, as well as recommendations from Waitrose’s online specialist gardening shop waitrosegarden.com.
This glossy section includes advice and recommendations from renowned writers, editors, and presenters. Simon Calder and Julia Bradbury take readers on a walking tour through Epping Forest, while Liz Carter, Waitrose Good Food Guide Editor recommends the best South East restaurants.
The magazine’s second section, Waitrose Garden, is the 24 page pull-out that Alan Titchmarsh, the nation’s favorite gardener, has created. Alan’s Garden Know-How, a practical guide that is packed with expert tips, advice, and steps-by-step projects, is the ideal resource for green-fingered Waitrose customers.
Alan Titchmarsh states: “I am thrilled to be part of the Waitrose Garden magazine. I can’t wait share my gardening tips with Waitrose customers through my Garden Know-How section.
Waitrose is now the market leader in providing editorial content to customers on all channels. Waitrose produces Waitrose Weekend, a weekly newspaper that is free to nearly 400,000 subscribers; Waitrose Food, Waitrose’s monthly food magazine; Waitrose TV, Waitrose’s online television platform, which has proven to be a powerful tool for communicating directly with customers in the digital age.
Rupert Thomas is Waitrose’s Marketing Director. He says, “We know gardening is the second most loved pastime of our customers after cooking. So this presents a real opportunity to our brand.” We hope Waitrose Garden will be a magazine that readers enjoy, no matter if they are new to gardening or an avid gardener.
Waitrose has experienced a 13% increase in outdoor plants over the past year. Perennials have increased 40%. This area has also seen a 24% increase in bedding plants. Waitrose customers are the most loyal to Geraniums.
Waitrose launches a magazine for customers about gardening
Waitrose, a supermarket chain, aims to increase its share in the horticultural industry by launching its first customer magazine devoted exclusively to gardening.
The first issue of the seasonal series ‘Waitrose Garden,’ which will be published in spring 2016, is available. Issue two will follow later in the year. All myWaitrose loyalty program members will receive the 132-page magazine free of charge upon presentation and scanning their myWaitrose cards. The cover price is PS1.20.