Creating a successful rewards club, engaging Pets at Home customers, delivering incremental revenue and gathering vital business insight.
“The VIP – Very Important Pets Club – launch was extremely important. We value our customers and their pets and know that a well executed rewards club will deliver many benefits. Go Inspire Insight supported us with their knowledge and expertise and helped make sure the launch was a great success.”
Gavin Hawthorn, Group Director, Relationship Marketing, Pets at Home
Pets at Home are the leading pet care retailer in the UK with over 300 stores nationwide, leading the way in pet products and pet nourishment. To reward their growing base of loyal customers, Pets at Home decided to launch a loyalty club. They wanted to tailor their communications to their customers, improve customer engagement and stand out against the competition. Pets at Home decided to work with Go Inspire Insight, part of Go Inspire, to give them a fully managed service for all the requirements.
To ensure the club was successful, Go Inspire Insight worked with Pets at Home to create a single customer view database with a CRM system at its core. Customer and pet information is captured and held and then linked to customer transactions and campaign responses. An emotional benefit was important. Customer spending at Pets at Home earns points. These points are called Lifelines and directly benefit the customer’s chosen animal charity. The points are collated and once a quarter are turned into money-off gift cards which are given to the chosen charities. These charities can then exchange the gift cards for food, bedding, and anything else they need from Pets at Home, leaving them to spend other donations on core charitable work.
The programme was launched in-store and online. In-store included roadshows with stands and balloons, displays on the terminals and dedicated Pets at Home colleagues encouraging registration. The animal charities that had been approached prior to the launch also got involved, raising the profile of the programme with their fund-raisers and donors. This gave Pets at Home 2 million additional social media alerts. Customers can register in-store and online through a microsite, created and designed by the Go Inspire Insight team, which requests pet details and selection of preferred animal charity. Customers who had responded previously to email communications were sent an invitation email and subsequent emails thanking the customer for registration and offering further exclusive offers. Registered customers receive a Welcome Pack containing a thank you and a personalised plastic card and key fob.
Pets at Home were thrilled with the results. They are now operating a successful rewards club which is engaging their customers, delivering incremental revenue and gathering vital business insight. In the first five weeks Pets at Home achieved 48% of their target for the whole year and achieved strong incremental revenue. Their customer engagement continues to improve with NPS score showing 7% higher from VIP than non-VIP members and members spending an average of 20% more per transaction. A total of 300+ stores are operating the programme and Pets at Home recruited and engaged 350+ local and national pet charities who are now beneficiaries of VIP Lifelines.
The VIP Club has previously been highly commended at the Loyalty Awards for Best New Loyalty Programme of the Year and in 2016 won the ‘Best Loyalty Programme of the Year’ award in the retail (non-food) sector.