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Pets Place, the largest pet store chain in the Netherlands, partnered with Loyyo to develop an innovative loyalty program that demonstrates the power of data and payment-linked technology in achieving hyper-personalization.
By integrating Loyyo’s payment-linked data via Worldline and later Adyen, combined with their own data through Loyyo’s dashboard, Pets Place gained comprehensive insights into both customers and their pets. This approach led to a groundbreaking transformation of their loyalty strategy, making it more data-driven and customer-centric than ever before.
+1500 points 
The challenge
Pets Place, struggled to understand customer behavior. With only 70,000 loyalty members, they lacked insight into overall customer frequency, recency, and lifetime value. They also had no visibility into non-member transactions and missed out on key product data, like identifying customers who consistently bought puppy food for over 8 months.
01.
Customer Insights
By integrating Loyyo’s payment-linked data via Adyen with their own data through Loyyo’s dashboard, Pets Place gained complete visibility into customer behavior, including non-members and missed loyalty card scans. This allowed them to accurately assess customer frequency, recency, and lifetime value, providing a holistic view of their entire customer base.
02.
Product lifetime & customers
Loyyo’s data revealed valuable product-specific insights, such as identifying over 30,000 customers purchasing puppy food for more than eight months. This data enabled Pets Place and their suppliers to predict lifecycle transitions and strategically adjust marketing efforts, resulting in better-targeted promotions and improved customer engagement.
03.
Elevating CLV
With these enriched insights, Pets Place was able to significantly boost supplier marketing budgets by offering more precise and actionable information. By understanding the lifecycle and purchasing habits of their customers, Pets Place positioned itself as a data-driven partner, helping suppliers optimize their marketing strategies and maximize Customer Lifetime Value.
04.
From points to Membership
Pets Place discovered that their existing loyalty program did not match customer needs—only 23% of their top 1,000 customers were loyalty members. Realizing the need for a deeper connection, they transformed their program into a paid membership model. The impact was remarkable: 68% of the top 1,000 customers are now premium members, demonstrating how the new approach better aligns with customer expectations and behavior.
Gold Dutch Interactive Awards Winner!
We are thrilled to announce that Loyyo took home the prestigious Gold DIA Award in the Data category for this use case!
Out of hundreds of entries and competing against top-tier finalists like New York Pizza and Rijkswaterstaat, the expert jury chose our case with Pets Place: ‘From anonymous transactions to hyper-personalization’.
The Emerce Dutch Interactive Awards (DIA) are the ultimate recognition for the very best interactive and digital work in the Netherlands, focusing on innovation, creativity, and real business impact.
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