Leading omnichannel retailer Pets at Home is shortlisted by the DMA within its highly prized 'Media Strategy' category. Building a 1st party driven media strategy is a cornerstone of Pets at Home's success, enabled by AUIDENCES.
Pets at Home is the UK's leading pet care provider, operating an extensive network of 457 pet care centres, 444 veterinary clinics, and a best-in-class digital platform. In their pursuit to become the ultimate 'one-stop-shop' for pet owners, they harnessed insights from across their key services to develop a cutting-edge, data-driven marketing strategy.
To execute their ambitious strategy, Pets at Home leveraged their most valuable asset, their unrivalled proprietary data set. With 7.8m active loyalty club members (Pets Club) and millions of Vet clients, they used insights to implement audience-based strategies and gain a competitive advantage, with privacy and compliance front of mind.
Pets at Home integrated their first-party customer data seamlessly into digital channels with clear objectives.
For data integration, Pets at Home used AUDIENCES, a cloud-native application, to segment and share hashed first-party audiences directly from their data infrastructure to marketing platforms, hence maintaining stringent security and privacy standards. This approach enabled the integration of multiple data sources, including online, app, in-store, and appointment sources.
Pets at Home leveraged actionable insights to optimise their media spend and better serve the needs of pet owners by delivering more personalised content and offers relevant to each individual pet. This led to significant revenue growth by boosting conversion rates and increasing customer value, contributing to Pets at Home’s overall success. Pets at Home increased customer value by personalising ad content dependent on a customer’s pet type and brand preference, average consumer value also increased by 5.7% from 2023 to 2024. These omnichannel data-driven strategies continue to make significant contributions to Pets at Home plc’s overall growth, achieving £1.5bn in the year to March at a 5.1%YoY basis.
Leading advertisers & publishers are already using AUDIENCES to accelerate activation of 1st party data across advertising with zero compromise to privacy or security.
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