Pets at Home
VIP Club.

A store with various products.

VIP Rewards Club:

Award-winning loyalty programme & multichannel CRM.



  • 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


  • 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


  • 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

Your contacts

A man with a beard named Ben Snutch is standing in front of a blue background.

Ben Snutch

Chief Customer Officer

Dimitri Kyprianou

Dimitri Kyprianou

Group Managing Director

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