Pets at Home is barking loud about its Very Important Pet loyalty scheme after revealing its has raised £5m worth of funding to support animal charities across the UK through its Lifelines programme.
The VIP club, which launched in 2012, enables customer to collect points either instore, at the vets or in a Groom Room salon, which are then converted into “VIP Lifelines” for a pet charity of their choice. Club members are also entitled to discounts and special offers.
Customers pick which charity they would like to partner with online and can 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.
Havas Helia – the agency behind Tesco Clubcard – runs the programme, which is hosted by GI Insight.
To celebrate reaching the £5m mark, Pets at Home has hosted a ‘Hi-5’ celebration event for Lifeline charities at many of its 420 stores. Each of the celebration events was themed around colleagues and customers giving each other and their pets a big ‘Hi-5’ as a well done for the fundraising success.
Pets at Home director of CRM Gavin Hawthorn said: “Our VIP club has been a tremendous success and we’re truly proud of the amazing amount of support the Lifelines scheme has given to animal charities across the country.”
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