Once signed up to the scheme, dubbed the Very Important Pets (VIP) Club, customers collect points, called VIP Lifelines. These can then be redeemed by animal charities to provide essential supplies.
Pets at Home hired Havas EHS in August to handle its CRM account (it was rebranded from EHS 4D last month); GI Insight is hosting the CRM system.
Customers pick which charity they would like to partner with online and will be able to choose between the Dogs Trust, RSPCA, SSPCA, Cats Protection, Blue Cross and Retired Greyhound Trust, along with several charities based within a 12 mile radius of their local store.
As a club member, customers will be able to access a string of benefits for their own pets as well as helping animals.
Members will receive a 10% discount welcome voucher on their next purchase as well as a list of exclusive offers on food, toys, accessories, Groom Room services and Companion Care vets.
Pets at Home commercial director Peter Pritchard said: “We have a very loyal customer base and we wanted to reward their ‘VIPs’ along with pets in our customers’ communities that need some extra support.
“Every year, thousands of pets end up homeless through no fault of their own. Thanks to the tireless work of rescue and rehoming centres across the UK, many of these animals are given a new life in the loving home they deserve.
“These centres are almost completely reliant on donations and public support and customers collecting VIP Lifelines in store will be a great help in securing the future of vulnerable pets in need.”
Pritchard added: “Members will receive exclusive product and service discounts, but this will be based on customers’ preferences to make sure we’re supporting them with relevant offers for their own VIPs.”
EHS 4D scoops Pets at Home CRM
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