Pets at Home boosts loyalty programme
Tuesday July 1 2014
The pet care retailer is going digital with its loyalty scheme and integrating its online and in-store experiences
The UK’s largest pet chain Pets at Home has rolled out a new transaction software platform across all of its UK outlets and online which supports real-time multichannel digital offers, payments and rewards.
The upgrade includes the digitisation of redemption offerings within the retailer’s existing VIP (Very Important Pets) programme as well as the implementation of a deliver-to-store service, which allows Pets at Home customers to opt to collect a product in-store when shopping online.
Pets at Home provides pet food, pet-related products and accessories, along with tips and advice to keep pets healthy and happy through its more than 350 stores across the UK.
“The launch of our new digital platform will allow us to provide our customers with an improved shopping experience connecting our online and in-store offerings,” said Gavin Hawthorn, head of VIP at Pets at Home. “This will mean that we can track shopper behaviour and ensure that our customers are getting the best possible service as well as offers that are truly relevant to them and their pets.”
Pets at Home launched its VIP programme in November 2012 and the implementation of the Eagle Eye AIR platform allows the retailer to enhance its current loyalty programme. Pets at Home can create specific groups and tiers of targeting, test offers and track or change them accordingly.
Replacing paper and plastic
The retailer can also identify which offers are most successful and can report back on redemption rates. By replacing paper coupons and plastic gift cards, Pets at Home hopes to reduce operational costs and eliminate fraud whilst using the customer insight to target their customers with personalised offers to increase loyalty and footfall in the store.
The new platform also allows online orders that are delivered and collected from store to be tracked. When an order is delivered to store, a staff member can scan the parcel’s delivery token which automates a SMS to be sent straight to the customer to notify them that their delivery is ready for pick up. Once in store, the customer presents the SMS barcode at the point of sale and in turn collects their delivery.