One of the fastest growing loyalty clubs earns nearly £700,000 for animal charities.
Pets at Home is this week celebrating its two millionth member to its VIP (Very Important Pets) club, the customer loyalty scheme it launched just 16 months ago. One of the key benefits of the club is its magazine, My VIP, which is produced by John Brown. It is now the biggest circulating magazine debut from July to December 2013 and already the 14th highest-circulating magazine title in the UK.
The VIP club enables shoppers to convert the points they receive into much-needed support for a local or national animal charity of their choice, and has so far seen nearly £700,000 donated.
Charities which have benefited from the support include the Dogs Trust, RSPCA, SSPCA, Cats Protection, Blue Cross and Retired Greyhound Trust.
Every time a VIP club member swipes their card when making a purchase in store, they collect points, called VIP Lifelines, which the charities can redeem against essential supplies such as food and bedding.
Gavin Hawthorn, head of CRM at Pets at Home, said: “Two million members is a huge milestone for us and is a far greater achievement that we had imagined after only 18 months. Thanks to our VIP club members, we have been able to donate nearly £700,000 to deserving animal charities who rely solely on donations and the public support of others. We hope our help will secure the future of many homeless pets in recuse and rehoming centres around the country.
Commenting on the club's magazine, he said "My VIP is truly unique in its breadth of content which we feel is like no other in the sector. As well as helping existing members get more for their pets, highlighting the benefits to charities of our VIP members earning lifelines and being a source of exclusive offers, My VIP does a fantastic job of helping recruit new sign ups to the VIP club.
Between them, the VIP club members are the proud owners of nearly seven and a half million pets, including more than 1.8 million dogs, 1.3 million cats, 2.5 million fish, 429,000 birds, 233 reptiles, 838,000 small animals and 126,000 horses.
By joining the VIP Club, customers receive a string of benefits for their own pets as well as helping their chosen charity. This includes a 10% discount welcome voucher as well as a list of exclusive, personalised offers on food, toys, accessories, Groom Room services and Companion Care vets. In addition, they receive My VIP magazine, quarterly newsletters with useful information and advice specific to the pet they own.