PETS AT HOME LOYALTY PROGRAMME REFRESHVIP club access all areas
Putting all things pets in the hands and hearts of faithful owners.
The brief
Pets at Home’s VIP (Very Important Pet) club had millions of loyal members, but the members wanted more and Pets at Home wanted more members. The challenge was to build an app and put the club in owners’ pockets.
And we had a second goal – to increase uptake of add-on services including vets, insurance, grooming, lost pet locating.
The insight
Having access to 15m VIPs’ data (and their owners’) gave us a leading advantage in understanding their shopping habits and tailoring our messaging.
The solution
As copy brand guardian and lead writer on the new app and its Find My VIP service, I helped to create an app offering that spoke to the hearts of owners and clearly conveyed member rewards for all Pets at Home services.
We created a streamlined hub, incorporating membership card, vouchers, expert advice and the latest Pets news – everything owners needed to give their pet a healthy happy life.
Gradual data capture at app onboarding meant we would be able to personalise and tailor our comms in more nuanced ways than ever before.
The results
VIP members up 163k
16.3m pets in total
50% of UK pet homes are members making it the UK’s richest database
4% increase in VIP card swipes
7% increase in Groom Room use by members
5.5% increase in veterinary service use by members
10% increase in insurance uptake by members
DMAs Silver Best Use of Mobile and Bronze Best Loyalty Programme
