Waitrose launches its first ever customer magazine dedicated entirely to gardening

LONDON, 2016-Mar-22 — /EPR Retail News/ — Waitrose aims to build on its growing share of the horticultural market by launching its first ever customer magazine dedicated entirely to gardening.

The 132 page magazine, called Waitrose Garden, is the first issue in a seasonal series, with issue two following later this year. The magazine will be available for free to all myWaitrose members.

Waitrose Garden has been designed to be both inspirational and practical. The main section of the magazine, on glossy paper, features five very different yet equally magnificent gardens. Each of these gardens is accompanied by a shopping spread for customers to recreate the look themselves, with recommendations from the Waitrose specialist online gardening shop, waitrosegarden.com.

The glossy section also includes a comprehensive guide for the avid garden explorer, featuring advice and recommendations from popular writers, editors and presenters. The new Spring issue sees Simon Calder explore the Essex countryside, Julia Bradbury invite readers on a walk through Epping Forest and Waitrose Good Food Guide Editor, Liz Carter, recommend the finest local South East eateries.

The second part of Waitrose Garden, in the centre of the magazine, is a smaller 24 page pull-out edited by the nation’s favourite gardener, Alan Titchmarsh. Alan’s Garden Know-How is the perfect practical guide for any green-fingered Waitrose customer, packed full of expert tips, advice and step-by-step projects to try at home.

Alan Titchmarsh says: ‘I’m thrilled to be a part of the new Waitrose Garden magazine and I can’t wait to share my gardening tips and tricks with Waitrose customers in my Garden Know-How section.’

Waitrose is now a market-leader in producing editorial content for customers across all channels. As well as the new gardening title, Waitrose also produces Waitrose Weekend, a free newspaper with a weekly circulation of nearly 400,000 readers; Waitrose Food, the supermarket’s popular monthly food magazine; and Waitrose TV, the brand’s online television portal, which has proved a powerful way of talking directly to customers in the digital age.

Rupert Thomas, Waitrose Marketing Director, says: ‘We know that gardening is the second most popular pastime for our customers after cooking, so this represents a real opportunity for our brand. Waitrose Garden is full of varied and captivating content, so whether the reader is new to gardening or a long-term enthusiast, we hope that it is a magazine they will enjoy.’

Waitrose has seen a 13% growth in outdoor plants in the past year, with perennials up 40%. Bedding plants, up 24%, have also driven growth in this area, with Geraniums being the top choice for Waitrose customers.

Notes to editors

  • The magazine is free to all myWaitrose members on presentation and scanning of their myWaitrose card, with a cover price of £1.20.
  • The magazine will be available in core branches, Little Waitrose shops and John Lewis Foodhalls (total of 329 branches), but will not be available in Welcome Break, Little Waitrose at Shell and Channel Island shops.
  • Waitrose Garden will continue to be displayed in these branches until it runs out, so we advise customers to pick up a copy whilst they can.

Waitrose – winner of the Best Supermarket1 and Best Food and Grocery Retailer2 awards- currently has 346 shops in England, Scotland, Wales and the Channel Islands, including 60 convenience branches, and another 27 shops at Welcome Break locations. It combines the convenience of a supermarket with the expertise and service of a specialist shop – dedicated to offering quality food that has been responsibly sourced, combined with high standards of customer service.  Waitrose also exports its products to 58 countries worldwide and has seven shops which operate under licence in the Middle East. Waitrose’s omnichannel business includes the online grocery service Waitrose.com, as well as specialsit online shops including waitrosecellar.com for wine and waitrosekitchen.com for cookware, utensils and kithchen gadgets.

¹ Which? Customer Survey
² Verdict Customer Satisfaction Awards

Source: John Lewis Partnership


Elli Share
Press Officer, Corporate
Telephone: 01344 825845
Email: elli.share@waitrose.co.uk

K-Group revamps its customer magazine Pirkka

The K-Group’s customer magazine has been revamped in terms of content as well as appearance. Pirkka and its digital channels are a practical media package making the K-Group customers’ daily lives easier with its content, ideas and tips derived from customer needs and recommendations.

HELSINKI, Finland, 2016-Jan-28 — /EPR Retail News/ — “We have redesigned the Pirkka magazine with respect for its traditions. The function of this over 80-year-old magazine, founded in 1933, has been to tell about smart choices and offer inspiration for a good life. And so it is today,” says Merja Haverinen, Vice President for Group Communications and Editor-in-Chief.

In addition to the magazine, Pirkka Media comprises the digital channels www.pirkka.fi and the most frequently used social media channels. There is active dialogue with customers on the digital channels and interesting topics, tips and ideas are produced for them. The classic Niksi-Pirkka is present in the magazine and on the digital channels. A newsletter announcing the publication of the next issue of the magazine summarizes the key news and reminds the customers about the upcoming issue. The newsletter can be subscribed to at www.pirkka.fi.

Nearly eight million copies of the Pirkka magazine are printed per year and it is a significant employer for the Finnish paper and printing industry. Pirkka is a printed product that carries the Swan label and its paper and printing house meet the Nordic environmental criteria. The paper is manufactured in Finland at the Sappi Kirkniemi Mill. The Pirkka magazine is printed by UPC Print in Vaasa. The publisher of Pirkka Media is A-lehdet Dialogi Oy.

“It’s great to be part of building a new kind of media package. In the new Pirkka desk, we continuously produce contents for all Pirkka Media channels, respond to the readers’ needs and help them make smart choices. In addition to tips and useful information, we also want to inspire readers and offer them interesting reading,” says President and CEO Jyrki Rehumäki of A-lehdet Dialogi.

Free access to a full issue of the Pirkka magazine is available to all on the Pirkka.fi service. Printed copies of the Pirkka magazine are delivered to K-Plussa customer households whose average purchase amount from the K-Group stores over the last 12 months exceeds 250 euros per month.

A Pirkka magazine volume can be redeemed with one thousand K-Plussa points by contacting K-Plussa’s customer services at plussa@kesko.fi or by phoning +358 10 198 604 (Mon-Fri at 8-18, local network charge or mobile network charge). A subscription to the magazine at pirkka@dialogi.fi costs 25 euros. A subscription abroad costs 77 euros.

Further information is available from Merja Haverinen, Vice President, Group Communications, tel. +358 105 322 764.

Kesko is a Finnish listed trading sector company. Kesko operates in the grocery trade, the home improvement and speciality goods trade and the car trade. Its divisions and chains act in close cooperation with retailer entrepreneurs and other partners. In 2014, Kesko’s net sales totalled €9.1 billion and it employed nearly 20,000 people. Kesko has over 1,500 stores engaged in chain operations in Finland, Sweden, Norway, Estonia, Latvia, Lithuania, Russia and Belarus. Kesko’s shares are listed on Nasdaq Helsinki. The company’s domicile and main premises are in Helsinki. Kesko is the most sustainable trading sector company in the world (The Global 100 Most Sustainable Corporations in the World). www.kesko.fi

A-lehdet Dialogi is a subsidiary of A-lehdet Oy and one of Finland’s biggest content marketing and customer communication houses. We engage in B2B and B2C marketing communications in a number of industries. We produce over twenty customer, personnel and stakeholder magazines in digital and print through all channels. Our customer publications reach over three million Finns.

SOURCE: Kesko Corporation