VIP Rewards Club:

Award-winning loyalty programme & multichannel CRM.

Ambition.

• 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

Strategy.

• 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

Results.

• 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