Award-winning pet superstore Jollyes has made a major strategic move to ensure all its customers benefit from its low prices, re-investing savings that are currently exclusive to Pet Club members – and more – into simple on-shelf pricing.
The move, which reverses the trend of retailers restricting savings to their loyalty card members, will mean over 3,000 prices will be reduced in its 100-plus stores from this morning – covering over two thirds of all the 4,500 core items Jollyes carries in a typical store.
The decision is part of a multi-million-pound value investment that will mean the lower price displayed at the shelf will be the price customers pay, underlining its commitment to be the best value pet destination in town.
From Wagg to Whiskas, Butchers to Bonios, Royal Canin to Harringtons, Jollyes customers can take advantage of its new simple approach to pricing.
For example, a 15kg Royal Canin Adult dog food bag moves from an on-shelf price of £64.19 to £50.00, 13 per cent lower than the £57.77 that a Pet Club member would have paid at the till.
Likewise for cat lovers, a 3kg bag of dry chicken Purina One will move from an on-shelf price of £15.00 to £13.00, almost 10 per cent lower than the £14.39 price that a Pet Club member would have paid with their till discount.
Jollyes Pet Club programme will continue to offer points on purchases and 1,000 points can be exchanged for a £2 voucher with additional benefits when relaunched later in the year alongside a new app.
Christmas Trading
Alongside the store opening programme, Jollyes today confirmed a strong performance in the run up to Christmas.
It had its biggest-ever trading day in its history on 23 December, serving over 42,000 pet parents and generated like-for-like sales growth of six per cent for the four weeks to Christmas Eve.
Total growth for the same four-week period was 13 per cent, reflecting Jollyes’ new store opening programme that saw it open its doors in 14 new locations during 2024.
Jollyes also continued to strengthen its Trustpilot scores over the Christmas period, it now has over 80,000 reviews posted online with over 87 per cent at a five-star level.
New Stores & Refurbishments
Jollyes also confirmed the locations of its next five new locations as well as plans to overhaul five more stores as it continues its rapid growth.
In March it will open new stores in Pontefract (West Yorkshire) and Chichester (West Sussex), followed in the first half of the year by new stores in Swansea(Glamorgan) and Chesterfield (Derbyshire) and the relocation of one of its oldest stores in Perth to brand new premises in the town.
All five new locations will provide pet parents access to Jollyes’ raw food frozen ‘shop-in-shop’ and community pet clinics which will offer unbeatable prices for essential vet services such as microchipping and vaccinations.
Its early 2025 plans also include expansion and overhauls for existing top performing stores in Selby (North Yorkshire), Waterlooville (Hampshire), Sheffield(South Yorkshire), Harlow (Essex) and Keighley (West Yorkshire).
Selby, Sheffield, Harlow and Keighley will get new community pet clinic rooms and there’ll be new or extended raw frozen pet food sections in Waterlooville, Selby, Sheffield and Keighley.
Jollyes also plans to bring its innovative ‘Wash & Go’ dog-wash booths which for just £5.00 can provide a full clean-up for mucky pups without the hassle of messing up a home bathroom, to five more stores.
In the coming months they will launch in Colchester, Bolton, Selby, Harlow and Plymouth with existing Wash & Go units at Scunthorpe, Enfield, Newport(Isle of Wight), Totton and Waterlooville receiving upgrades to new units.
Value Investment & Community Pet Clinics
Jollyes move to lower over 3,000 prices is part of its long-term plan to underline its position as the price-leader in a specialist sector that’s traditionally been uncompetitive because there’s very little opportunity for pet parents to shop around.
What’s more its move into community pet clinics, which now feature in most of its locations, bring significant value in a sector that’s currently being investigated by the government to address any competition concerns that keep vet prices too high.
The move to simple low pricing also extends to its community pet clinics which will see vaccinations reduced from a Pet Club-only price of £44 to £39 – an important move which widens the price gap on key services between Jollyes and traditional vets.
People Investment
This month also sees the launch of new benefits for its 1,250 colleagues as it looks to attract the best talent to join its teams.
Jollyes’ colleagues will be entitled to enhanced paid maternity leave of six months, up from six weeks, while paid paternity leave will double to four weeks, up from two weeks.
And as it knows that there are many roads to becoming a parent, from this month its team can take advantage of fertility leave for two days of each IVF cycle, alongside neonatal leave and baby loss leave.
In 2025 Jollyes is teaming up with a number of organisations to help broaden the range of people who have the chance to build a career at the retailer.
That includes over-50’s recruitment platform Rest Less, Fair Chance Business Alliance, which specialises in securing roles for people with criminal records and joining the Armed Forces Covenant that will guarantee any ex-servicemen and women an interview on applying for a role.
Chief executive officer Joe Wykes said: “We understand how much joy a pet brings to families, but we also know the cost of that commitment is high, especially at a time when household budgets are under pressure from energy bills and mortgage payments.
“That’s why we’re simplifying our prices, so customers won’t need to be a member to get the value that pet parents demand.
“Being relentless in lowering prices to deliver on our promise to be the best value pet store in town is at the heart of our DNA and the promise we make to our customers.
“We’re looking forward to bringing that combination of low prices, service and expertise to even more communities during 2025.”
