Pets at Home: VIP Club

Together with Pets at Home, we created the first ever loyalty programme that doesn’t put the customer first. VIP (Very Important Pet) loyalty programme, uniquely the pet came first – they are the members, so communications are addressed to them.

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The UK is a nation of animal lovers. To their owners, every pet is a Very Important Pet. That’s why, unsurprisingly, every year over £6bn is spent on pet products – from food and veterinary care to insurance and accessories.

Together with Pets at Home, we created the first ever loyalty programme that doesn’t put the customer first. VIP (Very Important Pet) loyalty programme, uniquely the pet came first – they are the members, so communications are addressed to them.

The company ethos of promoting responsible pet ownership can be found at the heart of all activity. Therefore, in addition to savings for members and seasonal pet advice, we also enabled pet parents to help pets less fortunate than their own through the Lifelines programme. Through this programme, the customers spend gets converted into credit for local and national charities, so they can buy essential items for the pets they care for.

With Pets at Home evolving into a pet care business with the ambition of being the best in the world, the VIP club has been pivotal. Highly loyal retail customers are given rewards that allow them to experience the great service offered by the affiliated veterinary division, and vice versa.

VIP is now the glue that ties all the different business units (stores, vets, groomers and online) together.

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"Together with Havas helia, we have taken the loyalty programmes to another level. Developing truly insight driven creative communications that our customers love."

Gavin Hawthorn, Head of CRM, Pets at Home

The results

As with any loyalty programme, only 10% of the job is done when it’s launched. We needed to grow membership, and quickly – with the help of the store colleagues, we hit 1m members within four months. VIP Pets now has over 16.5m members – making VIP the UK’s largest pet database, generating 68% of store revenue through the VIP scheme.

We have seen YOY growth of 6% amongst loyal customers and a 10% YOY increase in retention of customers. And through the Pets at Home Lifelines programme we have given £10m to local and national charities since launch.

Havas helia

Havas helia is Havas UK's specialist customer engagement 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. We work with some of the largest, most influential and most ambitious brands, including adidas, Tesco, Starbucks, Lloyds Banking Group, Compare the Market, Diageo, Royal Mail, Volvo, Heathrow and GWR. We are committed to building a diverse culture where everybody feels they belong, can be themselves, thrive and grow.

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