Pets at Home: VIP Club

Rethinking loyalty without providing financial reward.

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Dec 10, 2018

Together, we created the first ever loyalty programme that doesn’t put the customer first.The UK is a nation of animal lovers. In fact, research shows that many owners tell their pets they love them at least twice a day*

*Source: Pets at Home Pet Report 2014

When working with Pets at Home to create their loyalty programme, we wanted to celebrate the unique bond between owners and pets, and to engage with customers on an emotional level. So we decided to put pets at the heart of all communications.

The Very Important Pets (VIP) club loyalty programme collects rich data about owners’ pets – from sign-up to every swipe of the loyalty card. Communications are personalised and addressed to the pet, and include friendly expertise, offers tailored to pet type, and even birthday treats.

This approach has taken Pets at Home from knowing little about their customers to fostering millions of individual and meaningful relationships, while increasing brand love and sales along the way. VIP club has become one of the fastest-growing loyalty schemes in the pet industry. 

An implementation plan was developed to cover all phases of the customer relationship, with particular emphasis on VIP sign up. In addition, there is an ongoing communication plan to provide updates to customers on charitable donations to date, and regular reminders to review (or select if not yet done) their choice of charity. It was found that regular charity review prompt generates greater engagement with charity content (CTR 0.6 vs 0.45), and a higher swipe rate leading to increased average transaction value by 38% (from £15.28 to £21.18).


  • Since its launch in 2012, VIP club now boasts 5 million UK members and this is half of the UK's pet-owning households
  • Currently signing up new members at a rate of one every 23 minutes 
  • VIP club members spend 45% more every time they shop with us than non-members
  • In the 6 months since launch, the app has seen over 80k downloads. 95% of app downloaders have provided extra data on their pet – date of birth, breed etc
  • During 2016, over 100m emails were sent to VIP members – offers, vouchers, rich content – all driven by pet.type and spend value data

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Havas helia

Havas helia is Havas UK's specialist customer engagement and data agency, based out of London and Cirencester. We combine data, technology, strategy and creativity to deliver meaningful engagement between brands and people, across the entire length of the customer journey – from producing a DRTV ad to deploying a marketing automation platform; writing a prospect conversion strategy to penning a shopper engagement plan; or producing direct mail that cuts through to developing a loyalty or reward programme. We work with some of the largest, most influential and most ambitious brands in the world, including adidas, Tesco, Starbucks, Unilever, Diageo, Royal Mail, Volvo, GSK, Heathrow and GWR.

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