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Pets at Home starts customer insight programme


A two-year customer feedback initiative entitled ‘Fish 4 Opinion’ has just been launched by pets retailer Pets at Home.

Run by customer insight agency SMG, the scheme will look to ask the retailer’s customer base how best to improve its consumer experience.

Receipts issued in-store will list details of how to complete the online survey, with a monthly prize draw of £200 worth of Pets at Home vouchers available to those who respond.

David Poole, retail operations manager, Pets at Home, comments, “At Pets at Home we pride ourselves on the service we offer and our understanding of pets - 93 per cent of our colleagues are pet owners.

“We are now excited to add another dimension to our customer understanding through the change to continuous customer data capture, which will provide real insight from real customers. This will enable us to deliver even higher levels of service.”

Pets at Home launched its first click and collect website last year using BT Expedite’s integrated store multichannel solution.

The company also operates over 210 stores across the UK and will hope that this latest initiative will help improve both its bricks and mortar and online operations.

Jeremy Michael, Managing Director of SMG UK, said: “The adoption of our personalised programme highlights Pets at Home’s forward thinking when approaching customer insight and the positive move away from more restrictive results often experienced in schemes such as mystery shoppers.

“The initiative offers a wider and better understanding of the Pets at Home customer by capturing continuous customer data.

“As all results are tied back to the financial performance, Pets at Home can be sure that the information provided can be used for tangible business improvement and customer service delivery.”

Published on Monday 04 April by Editorial Assistant

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