Squire’s Garden Centres is a successful family-owned horticultural business that serves the local community. There are 16 Squire’s Garden Centres to discover across Surrey, Sussex, Middlesex, West London and Berkshire.

They use a range of advertising channels that include door drop, social and print.

SMART-Insight worked with Squires’ existing customer data to help identify key audiences and geographical areas around each garden centre so that advertising could be targeted with greater suitability than a simple drivetime or distance model.

It was crucial to do this at a local level as key audiences vary considerably between centres close to London versus those in more rural areas.

The information provided has provided a base of data that can be used to plan future activity and will be refreshed on an ongoing basis.