2017 Bronze Best Loyalty or CRM Programme

Havas helia Cirencester

Client: Pets at Home

VIP club

Campaign overview

Pets at Home had established their VIP loyalty club back in 2012, but members wanted more.

Enriching customer and pet data, the brand set about putting a deeply personalised membership in their pockets.

Strategy

To support the Pets at Home vision of being the best pet store in the world, the brand launched the VIP loyalty club in 2012.

Research conducted in 2015 highlighted that members were keen for their VIP benefits to be more offer-led, more personalised and more relevant. The data Pets at Home’s scheme had gathered also showed that members who accessed multiple services were more likely to remain a part of the VIP club.

Havas helia Cirencester would focus on three key areas: promoting VIP exclusive services and leveraging them to retain members, enriching customer and pet data to actively build their collection of secondary data, and using this enriched data to deliver more personalised value-added content.

All in aid of strengthening the relationship between pet, member and Pets at Home.

Creativity

Havas helia Cirencester launched a new app for members, enabling them to put their VIP membership in their pockets.

The app even enhances animal welfare, by allowing members to collect points for their chosen animal charities. It also delivers offers, expert advice and tips tailored to a member's specific pet type.

Alongside the app, the team launched the new 'Golden Paws' puppy initiative, to incentivise responsible puppy ownership. As well as 'Pet Perks'; giving members the choice of what brands they would like to receive offers from.

'Find My VIP', an innovative new, app-based lost pet finding service was launched as an exclusive to VIP members.

Lastly, Subscribe and 'Save Flea' gives members a VIP-exclusive service that delivers flea treatments to a member's front door, in exactly the right dose, at the right time.

Results

VIP app members are up to 163,000.

Secondary data capture from this group is at 89%, compared to 35% within the rest of the database.

11.9% of app owners are registered as new VIP members, with its broad offering making it an excellent acquisition tool.

There are now over six million VIP members and 16.5 million pets on the Pets at Home database, making it the richest pet database in the UK.

Over 50% of UK pet households are signed up with a new member joining every 23 seconds.

Team

Jon McWee (Experience Lead) Havas helia Cirencester - Stuart Morris (Digital Team Leader) Havas helia Cirencester - Aaron Miller (Senior Designer) Havas helia Cirencester - Mark Chater (Associate Creative Director) Havas helia Cirencester - Mike Watson (Creative Director) Havas helia Cirencester - Rachel Hudson (Senior Art Director) Havas helia Cirencester - Ruan Milborrow (Senior Copywriter) Havas helia Cirencester - Danielle Bailey (Senior Copywriter) Havas helia Cirencester - Matt Watson (Project Manager) Havas helia Cirencester - Matthew Fitzsimons (Head of Planning) Havas helia Cirencester - Fiona Craig (Planning Director) Havas helia Cirencester - Rhiannon Bull (Planner) Havas helia Cirencester - Ben Braiden (Managing Partner) Havas helia Cirencester - Siyana Hirani (Account Director) Havas helia Cirencester - Helen Goodwin (Account Director) Havas helia Cirencester - Harriet Lake (Senior Account Manager) Havas helia Cirencester - Vicky Bowden (Senior Account Manager) Havas helia Cirencester - Rhian Dunham (Senior Account Manager) Havas helia Cirencester - Chris Sansom (Account Manager) Havas helia Cirencester - Karl Atkinson (Commercial Manager) Pets at Home - Jessica Rose (CRM Manager) Pets at Home - Gavin Hawthorn (Head of CRM) Pets at Home - Naomi Robertson (CRM Executive) Pets at Home - Kate Richards (CRM Executive) Pets at Home - Richard Gallagher (Email Developer) Pets at Home - Jayce Child (CRM & Trading Analyst) Pets at Home - Julie Henderson (Commercial Finance) Pets at Home - Liam McCullough (Lifelines Partnership Manager) Pets at Home - Amy Spratt (CRM Partnership) Executive Pets at Home - Sarah Woodward (CRM Business Development Manager) Pets at Home - Becky Thomas (Senior Data Engineer) Havas helia Cirencester

Contributors

GI Solutions (Data Selections)