Hobbycraft is building its customer database as it prepares for a big personalised marketing push next year.

The arts and crafts specialist, which has traditionally kept marketing to a minimum, is focusing on recruiting members to its Hobbycraft Club, offering customers promotions, to build a database of customers for a loyalty scheme before a marketing drive next year.

Hobbycraft currently has around 200,000 members signed up and plans to have 1 million members in 12 months’ time.

“We’re trying to build critical mass for a high-level marketing strategy,” says chief executive Catriona Marshall. “It will really facilitate personalised shopping,”

Marshall said the scheme, which currently engages with customers by email, could eventually lead to a card-based offer.

“With our size of basket it doesn’t lead towards a points system,” she said. “I have great admiration for Pets at Home’s loyalty scheme and I would want something that was uniquely Hobbycraft.”

Marshall added that Hobbycraft has now finished its systems overhaul and is focusing on opening up its distribution centre so that all stock there can supply online orders and stores. “This will really accelerate growth,” she added.

Hobbycraft will also relaunch its website as a responsive site by the end of August.