The Pets at Home loyalty scheme needed to: celebrate owners' unique relationship with their pets and deliver against challenging incremental revenue targets.
Pets are as different and diverse as their owners, so the loyalty programme was highly tailored and delivered relevant content. Mail was segmented to communicate the bond with their animal and personalised with pet names and tailored content.
As a results 88% of members have swiped their VIP card at checkout. Average transaction values are 37% higher than for non-members and boosted those spending by 20%.
Source: Pets At Home - DMA Award Winner Gold 2013
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