At Pet Supermarket the loyalty goal goes way beyond doling out points

At Pet Supermarket the loyalty goal goes way beyond doling out points

Pet Supermarket has updated its loyalty program to provide greater value to its 1.8 million members. The focus is on delivering a more meaningful and personalized experience.

| by Judy Mottl — Editor, RetailCustomerExperience.com & RewardsThatMatter.com

When it comes to a loyalty program, today’s consumer isn’t looking for reward points, they’re looking for exclusive offers and an emotional connection to a brand.

In fact, 71% of consumers are more loyal to brands offering that exclusive offer and 73% are more emotionally connected when they receive an exclusive offer.

Making that consumer connection is critical for any retailer given increased competition, especially within the pet care industry.

Not only are there powerhouse pet care retailers battling for consumer hearts, but there is growing competition from leading brands outside of the pet care realm, such as Walmart which recently announced five more veterinary and grooming centers in a quest to become a dominant destination for pet owners. Last May Walmart’s Walmart+ membership program launched a pet telehealth benefit in collaboration with Pawp.

The consumer loyalty trends, as well as market competition, all played a role in Pet Supermarket updating its loyalty program this fall to include exclusive perks and enhance the pet-parenting experience for its 1.8 million loyalty members

But there were also several other factors as well, according to Laurie Efman, director, customer relationship management at Pet Supermarket.

Loyalty goes way beyond a transactional approach

“Our recent program updates align with the evolving landscape of legacy points-based programs, ensuring they are optimized to meet modern customer needs. We focused not only on the value we deliver to all members but, more importantly, on how we can provide even greater value to our most loyal pet parents,” Efman said in an email interview with RetailCustomerExperience.com.

“We understand that loyalty goes beyond a simple transactional points system. These updates will enable Pet Supermarket to better cater to our most engaged and dedicated members, delivering a more meaningful and personalized experience.”

Pet Supermarket’s updated loyalty program, called VIP Rewards, now offers significant upgrades.

Upon signup members get 15% off their next purchase and every 150 points earns a $5 reward (one dollar spent equals one point.) If a member creates a pet profile they earn 10 points and their pet receives an exclusive surprise if their birthday is included in the profile. Members also earn points by making a donation to local pet charities as well as dog wash rewards (buy six, get one free).

The extra benefits and perks to the loyalty program were designed after extensive research and insights from store associates, said Efman.

“At the core of our strategy is the customer. Every decision we make is rooted in two key objectives: 1) removing friction to create a seamless shopping experience, and 2) enhancing enjoyment to make every interaction with our brand more rewarding,” she said, adding “the ultimate goal is to foster what we call ‘loyalty beyond reason,’ where customers not only choose to shop with us but also become passionate advocates for our brand.”

Why loyalty programs matter

While a great product, or in the case of pet care, a great experience is the top reason consumers love a brand, loyalty programs and experience still have the top impact on whether a consumer keeps doing business with the brand, according to the 2024 Loyalty Barometer Report from Merkle, a customer experience management provider.

At Pet Supermarket, the loyalty program is “absolutely critical,” to quest to retain its fans and cultivate new customer relationships.

“With VIP Rewards members driving more than 85% of our sales, their experience is central to everything we do,” said Elman.

“They aren’t just participants in a program — they are the core of our business. Ensuring their journey is seamless, rewarding, and personalized is a top priority, as their loyalty is fundamental to our success.”

Tips for crafting a loyalty program

The key element in developing a loyalty program that meets the customer’s needs as well as a retailer’s growth goals, is making sure the focus is on the customer.

“For retailers looking to launch or enhance a loyalty program, my advice is to let customer insights be your guide,” said Elfman.

Consumers are expecting the baseline — discounts and savings — but a brand needs to go much further in creating the necessary emotional connection, said Elman, describing discounts as the table stakes in today’s market.

Simply, success lies in digging deeper, she said.

“True loyalty is built by delivering value in ways that resonate uniquely with your customers. The secret is uncovering what sets your brand apart and leveraging those differentiators to create meaningful, personalized value that keeps customers coming back.”

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