Pets at Home: Very Important Pets Club

Pets at Home, a pet supplies retailer, increased awareness and uptake of its VIP app by relaunching with personalised communications to offer education and humour.

Campaign details

Brand: Pets at HomeAdvertiser: Pets at Home GroupAgency: Go Inspire GroupCountry: UK

Campaign Overview

Clawing in more spend

Pets at Home already had a popular loyalty programme, Very Important Pets (VIP), but wanted to enhance rewards for members – and their furry friends.

Strategy

By the end of 2018 the VIP club was already a huge success with 7.5 million members and more than 24.2 million pets: 50% of the total UK figure.

The strategy was not to instigate radical change but scale-up and optimise an already popular and engaging loyalty...

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