Pets at Home : Annual Report 2022

We're better with pets.

Pets at Home Group Plc

Annual Report & Accounts 2022

Acquire…

Welcoming a new pet into the family can be a daunting experience, but the colleagues in my local Pets at Home store helped me take

care of everything. 

Jane and Archie

A new member of the family We know getting a new pet can sometimes feel overwhelming, so our Puppy and Kitten clubs are designed to make pet ownership as convenient and affordable as possible. Our free-to-joinclubs provide a programme of expert advice and exclusive offers designed to introduce pet owners to all parts of our ecosystem at the very start of their pet care journey. Customers benefit from an attractive suite of special offers for signing up, including 10% off their first shop, the first month of their subscription for free, and a discount on their first groom.

Helping owners care for their pet from the very beginning Our experienced and passionate colleagues are trained to have insightful conversations with our customers. Many of our larger pet care centres have dedicated consultation areas where our colleagues can offer advice and assess the customers' pet care needs. They can also discuss the merits of joining our loyalty clubs and subscription plans, and personally introduce them to the grooming and veterinary services located in-store.

In this way we are uniquely placed to take care of all of our customers' pet care needs under one roof.

Pets at Home Group Plc  Annual Report & Accounts 2022

Strategic Report	Governance	Financial Statements

Giving pets the best start in life.

01

10%

First-shop discount

when joining Puppy

& Kitten club

48%

Growth in Puppy

• Kitten club sign-ups YoY

20%

Average spend uplift of Puppy & Kitten club members vs non-members

Pets at Home Group Plc  Annual Report & Accounts 2022

02 Deepen…

Providing all of our customers' pet care needs.

I use Pets at Home for everything. It saves me loads of time with everything being under one roof, and I know Bluebell is getting looked after by a name I can trust. 

Mike and Bluebell

A unique pet care ecosystem Introducing VIPs to all parts of our ecosystem is central to our strategy. We know from analysing our VIP database of 7.3m active members that customers who engage with more of our products and services shop with us more frequently and also spend up to 9x more than a store-onlycustomer per year. With only 27% of VIPs currently shopping in-storeand one other channel, this represents a considerable opportunity for us to capture incremental pet care spend over the lifetime of a pet.

The right conversation at the right time

Our deep and actionable data insights allow us to offer personalised solutions and advice to our customers, tailored by pet type, breed and lifestage, and by having the right conversation at the right time, we are successfully transitioning customers across our pet care ecosystem. Our colleagues also play a vital role

in deepening our relationships with our customers, with in-store referrals between our store colleagues, groomers, and vet Partners being a key driver of growth in the proportion of customers shopping across multiple channels.

Pets at Home Group Plc  Annual Report & Accounts 2022

Strategic Report	Governance	Financial Statements

03

27%

Proportion of VIP customers that shop in-store and at least one other channel

9x

Spend uplift of customer shopping all channels vs store-only customer

22%

Growth in VIPs shopping

multiple channels

Pets at Home Group Plc  Annual Report & Accounts 2022