Pets at Home has appointed a new agency to support its Customer Relationship Management (CRM).
In-housing specialist Oliver has been selected as the retailer’s agency of record for its CRM programme, which includes its eight million-member Pets Club programme.
The agency will be working with Pets at Home to develop retention and loyalty mechanics such as trigger communications based on purchasing behaviour, messages based on the weather, and veterinary reminders about vaccinations. Oliver’s support will include design and delivery of email, app pushes, SMS, and direct mail as well as strategic projects.
The contract will see a number of CRM experts from the agency sitting alongside Pets at Home colleagues in the retailer’s headquarters in Handforth, Cheshire.
Maddy Shaw, marketing director at Pets at Home, said: “We’re moving forward in our aim to deliver the best pet care experience in the world, underpinned by digital transformation. For that, we needed an agency partner to help deliver a market-leading CRM strategy for now and for the future.
“Bringing a partner inside our organisation is a transformative move for us, as data and tech becomes more integral to delivering customer programmes, we need someone that can run side-by-side with us. Oliver offered something unique, embedding into our own team to help challenge us and bring our CRM thinking to the next level. We’re really looking forward to working together to bring an even better service to our customers and their beloved pets.”
