Why Print Still Matters in Garden Retail – Nick Trachillis, The Garden Centre Magazine

At a time when so much marketing is measured in clicks, what can a physical magazine still offer garden centres, suppliers and their customers?
In this episode of The Underground, Phil and Kate are joined by Nick Trachillis, director of The Garden Centre Magazine.
Nick explains how the business creates bespoke magazines for garden centres across the UK, free to both the centre and its customers and funded by national and local advertisers. They discuss the importance of useful editorial content, how to balance the needs of readers and advertisers, and why a magazine taken home can continue working long after a customer has left the garden centre.
The conversation also covers the challenge of measuring print advertising, the value of loyal local audiences, the role of cafés and restaurants in increasing dwell time, and how print and digital can work alongside each other.
Nick also shares the family story behind the business, its long-standing support for Greenfingers Charity, and his belief in natural growth, strong relationships and creating a workplace people genuinely enjoy being part of.
A warm and practical conversation for garden centre owners, suppliers, marketers and anyone interested in customer communication across the garden retail sector.