Pets at Home: VIP club

Pet supplies retailer Pets at Home enhanced its VIP loyalty club to deliver more personalised content and strengthen its relationship with per owners in the UK.

Campaign background

Pets at Home had established their VIP loyalty club back in 2012, but members wanted more.

Enriching customer and pet data, the brand set about putting a deeply personalised membership in their pockets.

Strategy

To support the Pets at Home vision of being the best pet store in the world, the brand launched the VIP loyalty club in 2012.

Research conducted in 2015 highlighted that members were keen for their VIP benefits to be more offer-led, more personalised and more relevant. The data Pets at Home's scheme had gathered also showed that members who accessed multiple services were...

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