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Garden Spender Portfolio

Understanding and classifying garden consumers

Grey gardeners

The Garden Spender portfolio is a set of resources. It comes in three parts which help businesses to:

  • Segment and describe households into nine different types of 'Garden Spender'
  • Target high spending garden spender types whose garden needs suit your strengths
  • Promote to your target garden spenders at discounted rates


1. Our Garden Spender Segmentation classifies UK households into nine different 'Garden Spenders'.  There's a Garden Spender Profile describing each segment and a user guide full of ideas for using it to improve your business. Check them out and make sure you know your Gardening Elders from your Al Fresco Aspirations!

2. Our Garden Spender Location Report maps an area around a garden centre. It shows attractive post codes to target with promotions, whether that be areas with lots of a target customer, high spend on a given garden category, or concentrations of your existing customers.

3. Our Garden Spender Direct marketing services offer HTA members significantly discounted rates on promotional activities such as door drop marketing. Our latest agreement is for savings of 10 to 15% on door drop promotions with TNT Post.

Linking the Garden Spender segments to Mosaic
Each of the nine Garden Spender types is made up of a grouping of the 67 Mosaic types who are similar to each other in their attitudes and spending on gardens. HTA members can obtain a list of which Mosaic types correspond to the different Garden Spender segments. This will enable the segmentation to be used for targeting promotional activities, database profiling, and other similar activities. To request this information, please email quoting your HTA membership number.


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Last updated: 20/02/2012 17:19

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