PetSmart updates loyalty program

PetSmart is responding to customer requests for a redesigned loyalty offering.

The pet supplies and services retailer is launching its new Treats Rewards loyalty program, an upgrade of its previously existing loyalty offering with more than 67 million members. PetSmart says the upgraded program provides members with a more personalized and simplified shopping experience.

According to PetSmart, the updated program came as a direct result of its customers saying they were looking for a simplified, easy to understand loyalty offering tiered benefits that further rewarded them for their loyalty and redemption options that seamlessly integrated into their shopping experience. 

PetSmart says 93% of its purchases are connected to a Treats Rewards account. The revamped, free to join program includes features such as:

• New tiers: Member (annual spend up to $499), Bestie (annual spend $500-$999), and Very Important Pet Parent (VIPP – annual spend of $1,000 or more) tiers offer graduated ways to earn based on how much members spend.
• More personalized perks: All members will get hyper-personalized offers and activations, plus current program benefits such as early access to sales and new products, members-only in-store pricing, a free gift on their pet’s “gotcha day” or birthday.
• Special service benefits: Members will be rewarded for engaging in services with a new salon reward certificates program, savings on “Doggie Day Camp” and more.
• Rewards for giving back: All member donations to PetSmart Charities will be met with double Treats Rewards points, rewarding members for giving to charities.

In addition, customers will receive 1,000 points for completing their Treats Rewards membership profile, with $2 in savings to redeem for every 1,000 points earned. Members also have access to special in-store pricing and receive free shipping on select online orders of $49 or more.  

Other benefits include earning 10 points per $1 spent on merchandise and  service, with additional tier bonuses when members reach Bestie & VIPP status.

According to the American Customer Satisfaction Index (ACSI) Retail and Consumer Shipping Study 2023-2024, PetSmart tied with five other brands for third place in the specialty retailer category with a score of 80 out of 100, unchanged from its previous ACSI score.