Pets at Home Unveils “Pets Club Pricing” in Bold Move toward Member-Only Deals

Introduction: Big Changes for the UK's Biggest Pet Retailer

In a major shift that could reshape how British pet parents shop, Pets at Home has rebranded its promotional discounts as “Pets Club Pricing,”—signalling the beginning of a move toward exclusive member-only pricing, Retail Week reports.

This change isn’t just a branding tweak. It marks a strategic pivot toward loyalty-driven retailing, where deeper savings and tailored offers will soon be available only to registered members of its Pets Club.

But what does this mean for everyday customers? And why is one of the UK’s most trusted pet brands making this move now?

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What Is “Pets Club Pricing”?

“Pets Club Pricing” replaces traditional public promotions with exclusive prices available only to Pets at Home loyalty programme members—the VIP Pets Club.

If you're already a member, this means:

• You’ll get special pricing on select products, both in-store and online
• Discounts may be personalised based on your purchase habits
• These prices may not be visible or available to non-members

It’s a model similar to what we’ve seen from retailers like Tesco’s Clubcard Prices, and it positions Pets at Home to reward loyalty while collecting deeper customer insights.

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Why the Shift?

In a challenging retail climate where consumers are hunting for value, brands are leaning into loyalty as a business asset.

Pets at Home’s CEO Lyssa McGowan has previously hinted at plans to double down on customer engagement and grow the services side of the business (think grooming, vet care, insurance).

By adopting member-only pricing, Pets at Home can:

• Encourage customer sign-ups to its loyalty programme
• Drive repeat purchases
• Personalise marketing based on customer data and pet profiles

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What Does This Mean for Customers?

Here’s how the move might affect your next shopping trip:

Customer Type	Experience Now	Future Impact
Non-members	See full retail price	May lose access to discounts
Existing Pets Club members	Access lower prices	More perks and tailored deals
New customers	Need to sign up	Must join to unlock savings

Signing up remains free and simple, and the app also offers benefits like pet birthday treats, vet reminders, and points tracking.

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Reactions from Shoppers and Analysts

Initial public reaction has been mixed:

“I don’t mind signing up, but I hope they don’t make everything locked behind a login,” said Emily, a dog owner in Manchester.

“This is smart retailing,” noted Sarah Bentley, a consumer analyst. “Pets at Home isn’t just selling products—they’re building lifetime relationships.”

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A Broader Retail Trend?

Pets at Home isn’t alone. Across the UK and globally, membership-based pricing models are taking over:

• Tesco Clubcard Prices
• Amazon Prime-exclusive deals
  Boots Advantage pricing

This shift reflects a bigger trend: retailers are offering better value in exchange for data and loyalty. For shoppers, this often results in more tailored experiences but less transparency on shelf prices.

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Final Thoughts: A Tail-Wagging Transformation?

For loyal customers of Pets at Home, “Pets Club Pricing” could mean better, more relevant offers. But for the casual or one-time shopper, the pressure to register is growing.

The silver lining? If you love your pet (and who doesn’t), signing up may be worth the small effort for savings that could quickly add up.

As Pets at Home continues to invest in its services and ecosystem, this pricing shakeup is likely just the beginning.