Petworld: 9 in 10 Members Redeem Rewards | Eber × Dotdigital

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Case Study · Pet Retail · Ireland

9 in 10 Petworld members have redeemed a reward — because now they can see what they've earned.

Petworld is where Irish pet owners have shopped for years, with 13+ stores in the Horkans Group family, plus a growing online shop. Their customers were already loyal. The trouble was, that loyalty lived on paper stamp cards and in staff memory, and nobody could see it.

loyalty members on one profile

growing +7.0% year on year

91.8%

of members have redeemed at least once

not signed up and forgotten, actively redeeming

60%+

of Christmas rewards redeemed within two weeks

when members can see a reward, they act on it

Curious how this would look for your brand?

Learn more about Eber Skip to the takeaways ↓

Loyalty you could lose in a coat pocket.

Before this program, Petworld's loyalty ran on paper stamp cards. Five stamps out of nine, if you could still find the card. Rewards were earned, then quietly forgotten. And the pet food brands funding those rewards had no way to see any of it happening.

The loyalty was real. It just wasn't visible, not to customers, not to Petworld, not to the brands on the shelf.

Then

PETWORLD REWARDS

5 of 9 (if you can still find the card)

→

Now

Petworld Rewards app — live points and stamp card tracking

Buy once. Earn twice.

With Eber, Petworld didn't just digitise the stamp card. It built something a paper card never could. Buy Brand A, collect a Brand A stamp. Buy Brand B, collect a Brand B stamp. And every purchase, whatever the brand, still earns Petworld points on top. One purchase, several currencies, one customer profile.

Behind it sits a catalogue worth coming back for: 75+ rewards in store, 50+ online, and 50+ earned through stamps.

One Purchase at Petworld

in-store or online

↓

Brand A Stamp Card

Buy 9, get the 10th free

Brand B Stamp Card

Each brand tracks its own progress

Petworld Points

+ pts

Earned on every purchase, every brand

All tracked simultaneously, on one customer profile.

Here's the honest part: the more loyalty tracks you run at once, the more ways there are to confuse a customer. Which meant the messaging had to work harder than the mechanics.

A reward nobody hears about might as well not exist.

Every update had to know which card, which progress, which customer. None of it matters if the SMS never arrives, or arrives looking like spam. That's where Dotdigital came in, solving both the delivery and trust challenge:

A registered sender ID carriers recognise as Petworld, not a random number
Network-level authentication, approved market by market
Infrastructure that's ready beyond Ireland, across the UK and Southeast Asia, as Petworld grows

Dotdigital's reliable SMS infrastructure helped turn reward messages into meaningful customer engagement. When customers can see what they've earned, they act on it, and that's the 60%+ festive redemption in the numbers above.

PETWORLD now

You've earned a reward! Tap to redeem your next treat before it expires. 🐶

Delivered

“It allows us to personalise and leverage this loyalty information into our communication because that just makes it more effective. Customers value getting information related to them.”

Karan LathiaGroup Marketing & E-commerce Manager, Petworld

Don't take our word for it.

This is Petworld's actual member portal, running live on this page, not a mockup. Tap through the rewards, browse the stamp cards, explore the tiers. Everything a Petworld customer sees, you can see too.

Open the Full App Browse Rewards

Live portal, powered by Eber.

What Petworld does next.

The Christmas campaign proved the model moves fast. Most of it redeemed inside two weeks. Now the same system is set up to carry Petworld further: deeper brand partnerships inside the stamp program, richer personalisation from the loyalty data, and messaging infrastructure already approved for markets beyond Ireland.

One note on the numbers, because you'd ask: all figures reflect Eber platform data for Petworld's loyalty program across Ireland in 2025, measured at the member level, not survey estimates.

Five moves worth stealing.

You don't need Petworld's catalogue to use Petworld's thinking. Everything below is copyable this quarter, whatever you sell, no download, no form, it's all right here.

Start them mid-way, not at zero

Onboarding

Give new members a welcome balance worth about a third of your cheapest reward, and say the whole deal in a two-line message. The first purchase then finishes something already begun. Petworld starts everyone 1,000 points in, and most new members buy within the month.

Make the habit the reward

Repeat purchase

On anything replenishable, buy-nine-get-the-tenth-free beats a discount: the reward is the product itself, so redeeming reinforces the habit instead of eroding your price. Run one card per product line, and let brands fund their own. Petworld's suppliers pay for several of theirs.

Design the path to purchase three

Conversion

One purchase is a trial; three is a customer. Lay three offers that unlock one after another (strong, small, strong), and judge the whole thing on how many reach the third. Petworld runs this supplier-funded: the brand pays for the offers, Petworld keeps the regular.

Give big balances somewhere to go

Redemption

Points nobody spends are debt on your books and a shrug in your customer's mind. Twice a year, open a short, dated window of top-priced rewards. Petworld's Christmas window was mostly redeemed inside two weeks. The deadline did the urgency work.

Win the till before anything else

Operations

Loyalty programs don't die in the app; they die in the queue. Petworld wired every reward straight into the register. A member taps redeem and the till simply knows. No codes read aloud, no manager called over, no ceiling on the whole program.

One note on the numbers, as ever: every figure above reflects measured, member-level Eber platform data from Petworld's program, not estimates.

One program. Two platforms. No seams.

Petworld's loyalty engine runs on Eber; every message it sends runs on Dotdigital. The member never sees where one ends and the other begins, which is exactly the point of the partnership.

Meet Eber.

The loyalty engine behind this story: points, stamp cards, tiers, and rewards on one customer profile, wired into the till at every store.

Learn more at eber.co

or write to marketing@eber.co

Meet Dotdigital.

The messaging platform that makes every one of those moments land: authenticated SMS, email, and marketing automation across global markets.

Learn more at dotdigital.com

Petworld's messaging runs on Dotdigital

Figures reflect Eber platform data for Petworld's loyalty program across Ireland, 2025. Messaging infrastructure and delivery for this program is powered by Dotdigital.

Published by Eber × Dotdigital — the partnership behind Petworld's loyalty program