Pets at Home is celebrating winning a prestigious award this week for its VIP (Very Important Pets) club.

Beating off stiff competition from brands such as Jaeger, Topaz Energy and Sure, Dove, Vaseline and Sainsbury’s, Pets at Home took home the accolade for ‘Best Loyalty Programme of the Year’ award in the retail (non-food) category at the Loyalty Awards.

Created by Loyalty Magazine, the Loyalty Awards celebrate excellence, innovation and best practice in the loyalty industry across Europe, the Middle East and Africa.

Launched in November 2012, Pets at Home’s VIP club has quickly become one of the UK’s fastest growing loyalty programmes, gaining more than 2 million members in just over 18 months. It has already been hailed as the ‘Best Loyalty Programme’ at the Direct Marketing Awards in December last year.

The VIP club offers its members the usual loyalty rewards but, unusually, also delivers rewards to their nominated animal charities, both local and national. Every time a VIP club member swipes their card when making a purchase in store, they collect points, which can then be converted into VIP Lifelines for an animal charity of their choice.

More than £1 million has been donated to a wide range of animal charities, including the Dogs Trust, RSPCA, SSPCA, Cats Protection, Blue Cross and Retired Greyhound Trust.

The Judges said: “Pets at Home is doing this with total conviction, which is reflected in the store and by the colleagues. While loyalty is built in because it is about pets, the team understands how to communicate with people.”

Gavin Hawthorn, Head of Customer Relationship Management at Pets at Home, said: “We’re incredibly proud to win ‘Best Loyalty Programme of the Year’ at the Loyalty Awards. It’s a real triumph for us and one we couldn’t have achieved without the loyal nature of our customers.

“Our customers are passionate about pets and the VIP club helps them to give vital support to those pets who need it most. The Lifelines our members earn provide help with crucial costs such as food and vet bills at more than 500 charities across the country. As our membership grows, so does the level of support we can give to animals all over the UK which is something we’re very excited about.”

Between them, the VIP club members are the proud owners of nearly 8 million pets, including more than 2 million dogs, 1.4 million cats, 2.7 million fish, 461,000 birds, 251,000 reptiles, 902,000 small animals and 135,000 horses.

By joining the VIP Club, customers receive a string of benefits for their own pets as well as helping their chosen charity. This includes a 10% discount welcome voucher and free quarterly My VIP magazines  as well as a list of exclusive, personalised offers on food, toys, accessories, Groom Room services and Companion Care vets. In addition, they receive quarterly newsletters with useful information and advice specific to the pet they own.


For more information please contact Pets at Home PR team on 0161 236 2277 or

Notes to Editors

Pets at Home offers great products, tips and advice to keep your pet happy and healthy.  From specialist pet food to toys and training aids, there is everything a pet owner could wish for and more.

There are more than 370 Pets at Home stores across the UK. Log onto to find your nearest store and for further information

Pets at Home are proud winners of The Sunday Times Top 25 Best Big Companies to Work for in 2013.

Date: 16 June 2014