Pets Place | CRM strategy en customer loyalty programma in omni-channel retail


Pets Place, a consumer retail chain with some 190 physical stores, was facing increasing competition from online pure players, capable of quoting lower prices as a result of bulk procurement ordering. They needed a strategy and program to stay competitive.


Developing their customer intimacy strategy

For IJsvogel Retail, who own the retail brands Pets Place and Boerenbond, I developed the customer intimacy a.k.a. CRM strategy. Competition is fierce with some huge online-only players cutting away a substantial size of the market, being able to quote lower prices as a consequence of bulk procurement deals. With ‘always nearby’ and ‘the best advice’ as some of the brand values I developed an omnichannel strategy with a mobile loyalty app being the connection between the physical stores and their webshops.

Implementation of their loyalty program

With the customer promises and loyalty program business rules defined, the customer journey mapped and the features of the mobile loyalty app’s MVP set, we designed and built their loyalty programs infrastructure. Based on purchase and brand engagement behavior members of the program get relevant content for their specific pets pushed via the webshop, loyalty app, email newsletter, and promotional email. Members are able to convert loyalty points, collected via in-store and webshop purchases and responses to promotions, into vouchers that may be redeemed in the webshop’s check-out process as well as via the loyalty app in-stores.

Creating a 360-degree view of their customers

The heart of the loyalty program is a customer data platform (CDP) that captures data from the marketing automation platform, the loyalty app, the webshop, and the cash register system to create a single customer view. Profile data is continuously deduplicated, harmonized and enriched, giving Pets Place and Boerenbond the disposal of always up-to-date customer information.

Omnichannel campaigning

This infrastructure allows for omnichannel campaigning, taking into account channels of preference of individual customers. The CDP triggers next-best actions, thus improving the chance of purchases or customer actions. The CDP’s dashboard creates transparency in defined KPIs on a total customer base, customer segment, and individual customer level.


  • Net program throughput time for strategy and loyalty program implementation of 10 months.
  • Loyalty program stimulating VIP Club members to engage with the Pets Place brand and rewarding them upon their actions.
  • Mobile loyalty app bridging the gap between the webshop and physical stores, creating an omnichannel customer experience.
  • 162,000 VIP Club member registrations in year one of the program, an overscore of 38% versus target.
  • An increase of 66% in cash receipt amounts in program year one.


  • Digital disruption
  • Digital transformation
  • Marketing strategy
  • CRM
  • Loyalty marketing
  • Omnichannel marketing
  • Customer experience management
  • E-commerce
  • Service design
  • Marketing Automation
  • Big data/artificial intelligence

Operating territory

The Netherlands