Pets at Home picks Ogilvy One to drive loyalty strategy

Pets at Home has appointed Ogilvy One UK as its customer experience agency to drive the transformation of its nationwide CRM and loyalty strategy, following a five-way competitive pitch.

The remit also covers collaborating with the brand’s other agency partners to engage with customers across the Pets at Home portfolio, including retail, vets and grooming.

At its most recent results, unveiled in August, Pets at Home cited its loyalty scheme, the Pets Club, as one of the key drivers of consumer revenue growth, which had gone up 1.5% to £576.6mn, with a “resilient” start to the year.

There was also higher average customer spending, and a 3% year-over-year increase in active Pets Club members as numbers hit 8 million. Havas CX Helia and VML has both worked on the business, while advertising is run through T&Pm.

Pets at Home marketing director Maddy Shaw said: “Ogilvy One consistently blew us away throughout the pitch. Their understanding of our rational and emotional customer needs and where they can take experience – all underpinned by creativity and technology – led to some of the best creative we’ve seen in a long time.”

Ogilvy One EMEA chief executive Clare Lawson added: “Building meaningful connections with new and existing customers remains a challenge that keeps CEOs awake at night. Pets at Home has one of those unique privileges as a brand – they are the staple of their category and top of mind when consumers think about pet care.

“We are delighted to help Pets at Home drive next generation connections with their customers. The marriage of innovative creative thinking with the power of data from the UK’s number one pet retailer will help us create valuable relationships for the brand, for customers, and for pets.”