IRAU Quarterly MAY 2023 | Page 49

RETAILER AWARDS

Online Customer Service Initiative of the Year : Pet Circle

Sponsored by Commercetools

I n 2020 , Pet Circle experienced an increase in the number of people seeking vet advice from Pet Circle online . This led to the company launching Vet Squad – a team of vets dedicated to assisting pet owners with advice and guidance .

In the years following , Vet Squad progressed its service by offering 24 / 7 live chat support , with the Vet Squad team expanding from 16 to 30 registered , Australian vets .

It has already had a substantial impact . Pet Circle ’ s head vet , Dr Teagan Lever , noted that the brand interacted with tens of thousands of “ pet parents ” in 2022 , representing a 340 per cent increase , year on year , in customers speaking with the Vet Squad . Demand for this service has remained high following the easing of Covid-19 restrictions , due to the increase in pet ownership and the continuing shortage of veterinarians .

“ Our customers frequently tell us how much they appreciate our free vet services . [ We also ] help to make the selection [ of pet products ] easier by providing product options based on their pets ’ needs or conditions . This gives pet parents confidence when buying a product and that translates into higher overall customer satisfaction and [ Net Promoter Score ],” Lever said .

She added that Pet Circle is always looking for ways to improve and innovate its vet services to help pet owners .

“ One thing that is really important to me about our Vet Squad is that we operate on a pet-first philosophy ; any advice or recommendations we provide are what is in the best interest of the pet , rather than being driven by profit ,” she said .

What the judges said : “ Great initiative ! Going above and beyond expectations and creating a unique proposition .” — Reuben Casey , chief operating officer at Craigmore Sustainables

Loyalty Program / Campaign of the Year : Myer

Sponsored by ChromeOS

A s one of Australia ’ s largest and most well-known retailers , department store Myer has revised its customer experience program for the benefit of the shoppers .

Customer engagement has been one of the key pillars of Myer ’ s successful ‘ customer first plan ’, in which the department store is rethinking almost all aspects of how it operates – including its loyalty program , Myer One .

It ’ s a big job . In 2019 , Myer One sales were declining , new acquisitions had stalled at a rate six times faster than total sales , and members were reporting a lack of recognition and value exchange as major issues . In FY21 , Myer One members were reporting a 23 per cent decline in satisfaction with the program and its offerings .

So , after a comprehensive review of customer feedback , Myer launched its new ‘ customer value management ’ program , with a focus on driving engagement and value for its Myer One member base .

A key part of the new program is a focus on improving the first year of a customer ’ s journey with the brand – and a drive to better understand what each customer wants – in order to better recommend and personalise category and product offerings .

So far , it ’ s been overwhelmingly positive . By using customer data and insights , the business was able to improve Myer One customer spending by 17.1 per cent in FY22 , while boosting its active customer base by 11 per cent . Customer churn rate also fell 24 per cent during the year for new customers , and 10 per cent for existing customers .

Myer ’ s general manager of customer , Rob Pope , said the department store was thrilled to be recognised for delivering the loyalty program of the year .

“ Accelerating and unlocking the value of the Myer One program has been a key strategic pillar [ for us ] with a focus on driving deeper engagement with our seven million plus strong member base ,” he said .

What the judges said : “ Impressive both in the technical scope of the project , and the scale of its success .” — Heather McIlvaine

May 2023 www . insideretail . com . au | 49