Rather than relying on traditional points and discounts, the brand introduced a loyalty programme built around ‘belly rubs’, creating a more engaging and on-brand experience for pet owners. Customers earn rewards not only through purchases, but also through actions like completing pet profiles and interacting with the brand.

That data layer is key. By capturing information on breed, preferences and dietary needs, the brand is able to deliver more targeted recommendations and drive repeat purchase through relevance, not incentives alone.

The programme, called Loyalty Lion, also integrates its sustainability mission, allowing customers to redeem rewards for actions such as planting trees or donating meals to shelter dogs. This has helped strengthen emotional connection and brand affinity in a crowded market.

The results highlight the impact of getting loyalty right

• Nearly 50% of revenue now comes from loyalty members
• Customers who redeem rewards spend 15x more than non-members
• Redeeming customers place 3.8x more orders

It is a strong example of how pet brands can move beyond discount-led retention and build loyalty that drives both frequency and lifetime value by tapping into an emotional response of belly rubs.

For more information visit https://loyaltylion.com/customers/edgard-cooper