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Pets at Home uses Eagle Eye for multichannel customer engagement platform

Wednesday June 18, 2014 at 5:14pm
Pets at Home, the UK’s leading pet care retailer, today launched a new digital customer engagement platform provided by Eagle Eye, which will be available across all of its UK outlets and online. Pets at Home is using Eagle Eye’s core services to enable multichannel customer engagement and to enhance its current loyalty scheme so it can offer customers an integrated online and in store solution. This includes digitising redemption offerings within Pets at Home successful VIP (Very Important Pets) programme, as well as implementing a deliver-to-store service which allows Pets at Home customers to opt to collect a product in store when shopping online. Pets at Home launched its VIP programme in November 2012, working with GI Insight to run successful segmentation marketing campaigns. By using Eagle Eye AIR, the retailer can enhance its current loyalty programme by enabling specific groups and tiers of targeting to be created, allowing for offers to be tested, tracked and changed accordingly. It lets Pets at Home identify which offers are most successful what redemption rates are. By replacing the original paper coupons and plastic gift cards, Pets at Home will also reduce operational costs and eliminate fraud, whilst collecting customer data allowing them to target their shoppers with personalised offers, so increasing loyalty and footfall. Eagle Eye is a UK leader in digital consumer engagement. Its multi-patented transaction software platform supports real-time multi-channel digital offers, payments and rewards. Eagle Eye is fully integrated into the existing Point of Sale systems provided by BT Expedite. The Eagle Eye AIR platform also tracks online orders which are delivered to store for collection. When a customer’s order is received in store, staff can scan the parcel’s delivery token which automatically generates an SMS to the customer notifying them that their delivery is ready for pick up. Once in store the customer presents the SMS barcode at the point of sale and collects their delivery. Gavin Hawthorn, head of VIP at Pets at Home, says: “The launch of our new digital platform from Eagle Eye will allow us to provide our customers with an improved shopping experience connecting our online and in-store offerings. This will mean that we can track shopper behaviour and ensure that our customers are getting the best possible service as well as offers that are truly relevant to them and their pets.” Eagle Eye clients include Aurora Fashion, Gondola Group, JD Fashion, Ladbrokes, Marks & Spencer, Mitchells & Butlers, Orange Wednesdays, Tragus, Tesco and Thomas Pink.
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