According to Retail Week, Pets at Home has reported like-for-like growth of 4.1% in its first quarter after building on momentum created by its VIP Club loyalty programme.
Total revenues grew by 10.4% during the 16 weeks to July 17 to £210.8m with growth driven by new store openings and improving revenues across its food, accessories and services offers.
Nick Wood, chief executive officer, said: “Our differentiated offering in the pet retail market, an increasingly seamless approach to omni-channel, and growing customer participation and engagement in our VIP loyalty programme continues to drive strong returns.”
Membership of its VIP Club loyalty programme grew by 400,000 for the 16 weeks to July 17 to take membership to 2.4m members.
The card is now used during transactions involving 57% of store revenues, up from 52% during the final quarter of its last financial year.
SG-retail were part of the team that helped to design the loyalty programme.
Services revenue from its veterinary practices joint venture and Groom Rooms pet grooming salons surged by 27.3% to £18.3m.
During the quarter Pets at Home opened 10 new stores, 16 new veterinary practices and 19 Groom Rooms, which included 10 veterinary practices and nine Groom Rooms being retrofitted to existing stores.
In the update, Pets at Home reveals its ‘deliver to store’ service is expected to be fully operational across its entire store portfolio by the end of August.
Pets at Home also highlighted its return to national TV advertising, which involved clips crowd sourced from its customers.