Pets At Home
Make sure your VIP doesn’t go hungry
Pets At Home is a British retailer of pet supplies, founded in 1991. They had recently undertaken a significant rebrand, and required a fresh-minded approach to their email marketing. Personalisation of the user experience was a key part of their new strategy, and email was an important channel for their VIP (Very Important Pets) members scheme, allowing them to engage with repeat buyers. However, despite being personal by nature, EDM content often feels generic and doesn’t speak to the recipient’s needs and interests - leading to the user hitting the ‘unsubscribe’ button. EDM was an important channel to put their brand value of 'personalisation' into action.
Client
Pets At Home
Services
UXR EDM
Media
Illustrator
Build personalisation into emails, as a core pillar of the new brand strategy Establish multiple routes for the recipient to complete their transaction Promote and work together with the Pets At Home VIP membership scheme
Given the new brand strategy, it was an important moment to really establish the new brand language, and I worked to put it into action through consistent and confident application. The brief also gave me the opportunity to deep-dive into their user’s goals, drivers, and pain points, using qualitative interviews and user narratives, to inform the design approach. Using user research methods, including interviews and user journey mapping, I identified pain points to help emails translate into real purchases. By adapting the messaging and including more ways to redeem codes and complete purchases, I put the customer in the driving seat and built and empathetic language for the brand.
