Generation Fido: Why Pet Parents need loyalty clubs

With the soaring cost of living in the UK, many young people are skipping babies altogether and opting for something fluffier. Pets. But it’s not just about the money – pets offer love and companionship without the sleepless nights or endless nappies. They fit into busy lives, bring plenty of joy, and won’t throw tantrums in the supermarket.

Meet ‘Generation Fido’, the devoted ‘dog mums’ and ‘cat dads’ treating their pets like children. 

Why Pet Parents are the new power consumers

If you’ve ever scrolled Instagram, you’ll know that Pet Parents love their fur babies. But it’s not all cute selfies and #doglife posts. They’re spending, too – in a big way. The UK pet care market is worth over £8.2 billion, with Millennials and Gen Z driving this surge. They want organic food, cute accessories, and top-notch insurance for their beloved pets.

But just like human parents, pet parents need guidance, reassurance, and connection. Research shows pets can suffer when their owners feel overwhelmed or under-informed. That’s where brands can make a difference, offering loyalty clubs and CRM programmes to support these pet parents every step of the way.

Lessons from Asda Baby & Toddler Club

At Ingage Content, we know how to build loyalty programmes that work. With a background in running successful loyalty clubs for Tesco and Boots, we launched Asda Baby & Toddler Club two years ago. The club combines expert advice, personalised communications, and exclusive benefits to create a space where parents feel supported. Here’s what we’ve learned:

1. It’s all about the content

Parents ­– whether of babies or puppies – love well-timed, relevant advice. For baby clubs, it’s about weaning tips or teething remedies. For pet clubs, it could be housetraining hacks, nutrition advice, or how to keep your rescue dog calm during fireworks.

The key is to blend the fun (think: Top 5 Games to Play with Your Cat) with the practical (How to Spot Signs of Pet Obesity). Partnering with experts adds credibility, while influencers and real-life pet owners make the content relatable and shareable.

2. Reward their loyalty

Money-saving is a major motivator for joining any club, and pet parents are no different. Offer discounts on essentials like food, accessories, and flea treatments, and you’ll win their loyalty. 

Subscription services are also worth considering. In the baby world, nappy subscriptions ensure busy parents never get caught short, while curated boxes packed with treats, toys, and toiletries bring a bit of excitement to your doorstep each month.

In the pet world, Butternut Box has nailed it with luxury dog food deliveries. It’s convenient, personalised, and keeps pet parents hooked with clever branding and fresh, human-taste-tested meals.

It’s easy to see why a pet club offering monthly treat boxes, tailored to a pet’s breed, age, and dietary needs, would have both owners and their furry friends feeling paws-itive!

3. Personalisation is everything

The numbers don’t lie – personalised content can boost engagement by up to 80%. Pet parents appreciate a personal touch, so why not greet them (and their furry friends) by name? Knowing their pet’s date of birth opens up opportunities for tailored content, cute birthday emails or exclusive treats. 

The VIP Club from Pets at Home really taps into personalisation, offering special treats and tailored-to-your-pet offers that make you feel valued. Members get weekly emails that track their puppy or kitten’s development – just like the baby updates new parents look forward to each week. With these personal touches, Pets at Home not only builds loyalty but also strengthens its reputation as a brand that cares about its customers.

Similarly, Petplan’s personalised Valentine’s Day email (see snippet below) sparks curiosity about whether our office dog Delilah really loves us, and makes us feel all warm and fuzzy!

And by asking pet owners about their preferences – like fitness, health, or fun – you can make your content even more relevant.

What makes a great pet loyalty programme?

To successfully engage customers, a loyalty programme needs to tick these boxes:

• Saves me money: Discounts, loyalty points, and perks for frequent buyers.

• Treats my pet: Gifts, freebies, or surprise packages to make their pets feel special.

• Supports good causes: Donations to animal charities or sponsorships for rescue centres.

• Inspires me: Fun ideas for bonding with pets, like games, recipes, or training tips.

• Keeps me informed: Updates on the latest products and trends.

• Supports my pet’s health: Advice on nutrition, exercise, and wellbeing.

• Builds community: Give me a place to connect with other pet owners, whether it’s on social media or online forums, or through meet-ups.

The opportunity for brands

Pet loyalty programmes aren’t just a nice-to-have – they’re a golden opportunity to connect with a growing audience of pet parents who are loyal, engaged, and eager for support. They also give brands access to valuable insights about consumer behaviour, from favourite products to seasonal spending trends.

Clubs with a loyal membership offer additional opportunities to bring in relevant advertising partners.  For instance, if you are a food subscription service, a pet insurance company would be interested in promoting its offering.  This can generate significant revenue that will help support the cost of running the Club.

At Ingage, we’re ready to help brands unlock the potential of this growing market, and to generate revenue from partnerships.  Our experience with parenting programmes like Asda Baby & Toddler Club has shown us what it takes to create loyalty schemes that resonate with people. With the right mix of content, personalisation, and rewards, we can help you turn pet parents into lifelong customers – and generate a healthy ROI. 

Let’s make your pet club ‘pawsome’!

If you’re ready to create a pet loyalty programme that wows your customers and wins their loyalty, we’d love to help. Whether you’re after tailored content, a full CRM strategy, or just some inspiration, get in touch with us here: hello@ingagecontent.com