Pets at Home has expanded their business model to become a "one-stop shop" for pet care needs by offering grooming services, vet services, and a VIP loyalty program in addition to their original pet supplies. They aim to use customer data and personalized offers to improve the customer experience across their retail and vet businesses. Jollyes focuses on ethics and strict supplier guidelines, donating carrier bag funds to animal charities. GJL Animal Feeds offers a wide range of feeds for all types of animals through delivery and bulk purchasing, serving as a "one-stop shop" for farmers and owners of multiple pets.

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Providing the platform for
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2. Pets at home sell 50% of all pet services in the UK, having started off as a pet shop selling
food, toys, bedding etc. they have now started moving into the market of ‘the groom room’
which is their pet haircut service, and ‘vets for pets’ which is their vet service. This has
benefitted them greatly and it has made them a ‘one stop shop’ for all pet needs.
Pets at home have also started a VIP service where when people sign up, they
receive vouchers for services and products, and in return a percentage of the money they
spend in-store goes to the selection of charities that they help.
By offering these services they can encourage people to use a range of their services,
for example, when someone buys a rabbit, they get a voucher for money off vaccinations for
that rabbit which encourages them to use that service. If they then find tat service easy and
good value for money, they will keep using that service.
Becoming the best pet care business in the world
Bring the pet experience to life
 Launch new formats and right size our store network
 Put our pets centre stage in-store
 Digitalise our business and become the specialist market leader for online pet care
 Keep prices competitive every day, with cheaper prices for our loyal customers
 Grow private labels to 50% of our sales
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3. Use data and VIP to better serve customers
 Connect our data across the retail and vet businesses
 Personalise customer experience and offers
 Give colleagues information to better serve customers at point of sale
 Utilise data across the business to drive strategic decision making and automation
Set our people free to serve
 Give our highly trained colleagues more time with customers
 Build the systems to enable our strategy and reduce overheads across the business
 Ensure we are building the right teams with the capability and skills to deliver our plan
50% of sales from pet services
 Develop our stores of tomorrow, with more space dedicated to pet care and services
 Extend our subscription expertise into pet care plans
 Recalibrate our First Opinion vet business and realise free cashflow growth
 Grow our Specialist Referral business through existing and new hospitals
Above shows Pets at homes business model, including their aims for the business, and how
they will achieve this. It also shows how they are using the VIP service to benefit both the
customer and the business and other types of customer service they will offer in-store and
online to stand out from their competitors.
Pets at homes’ business plan works for them as they are becoming a ‘one stop shop’
for all pet needs, this is an ongoing project with lots of different sectors being set up and
improved at different times.
Jollyes pet store focus largely on ethics and are very strict on their rules and policies such as
the Modern Slavery Act 2015, they have taken steps in all of their stores in order to make
sure that they abide by the set of guidelines that the Act states.
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4. Jollyes are also strict on their suppliers, this is monitored by their guidelines…
1. Wherever possible, Jollyes will use suppliers with industry accreditation
2. Wherever possible, we build and develop long standing relationships with national &
local suppliers and make clear expectations of our business behaviour
3. Where we use national or international supply chains, our point of contact is always
with a UK company and we expect these entities to have sustainable anti-slavery and
human trafficking policies & processes.
Jollyes use the money that is spent on 5p carrier bags to donate to animal charities in the
UK.
Jollyes business plan works for them because they are branded as a budget pet supplier
which appeals to people looking for good value for money. Jollyes tends to sell a lot of
medium and low budget feeds for animals like whiskas, pedigree, bakers, etc. These are all
common pet foods, whereas pets at home tends to sell a lot more higher quality products
like wainwrights, James Wellbeloved , core, Etc.
GJL Animal Feeds focus mainly on supplying good quality feeds for all types on animal. This
is known as a ‘one stop shop’ for all animal feeds and is very popular due to this feature,
most large pet stores don’t cater for farm animals’ horses, as well as farm shops don’t
always cater for pets like dogs and cats. By having all types of animal feeds in one place
people only have to make one trip for all the pets they have.
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5. GJL also deliver locally which is great when buying in bulk, the average bag of horse
feed weighs around 20kg and is normally bought a few at a time. A normal sized car would
struggle with the extra weight, it is also more convenient because people can order their
feed and have it delivered to where they keep their animals or at home.
GJL have a large range of feedsforpetsandlivestockandofferagreatdeliveryservice whichis
perfectforbusyfarmersand people withmultiple petsasthey are able tobuy theirfeedsinbulk.
GJL also have a huge range of offersontheirproductsandare continuingtohave discountoncertain
brandsand typesof food.Thisencouragescustomerstobuymore feedwhichgoeswell withthe
deliveryservice.