Pets At Home.

VIP Rewards Club: Award-winning loyalty programme multichannel CRM

Ambition
Ambition
Strategy
Strategy
Results
Results

Ambition.

  • Grow member spend and loyalty
  • Grow membership and motivate members to provide more data about their pets 
  • Grow multi-channel and service partition
  • Drive greater differentiation through expertise and empathy

Strategy.

  • Design, build, launch and ongoing operation of loyalty club launched in August 2012
  • Ongoing analysis, bespoke segmentation, and campaign selections for multichannel CRM
  • Outsourced customer service contact centre processing applications, membership queries and complaints
  • Tailored targeting, messaging and personalisation strategies delivered based on segmentation
  • Award-winning highly personalised bi-monthly customer reward mailing

Results.

  • Personalised imagery, text and offers by pet type extended to pet breed where details provided by member
  • Types and numbers of offers, the frequency, the strength, even the voucher background colour and size personalised to member preference
  • Every element of personalisation tested and optimised vs control to prove the value to customers.
  • CRM is now driving >£32m in incremental sales measured vs control: 5% of the group revenue
  • >65% customer response rate to the reward mailing
  • 1.1m new members recruited over 12 months (now 8.6m members)
  • VIP customers with +10.4% Retention YoY driven by CRM activity – growing loyalty

LET US INSPIRE YOU.

OUR AWARDS

We deliver award-winning campaigns for the UK’s biggest brands

OUR AWARDS

We deliver award-winning campaigns for the UK’s biggest brands