Ryan Cheyne People Director

@ryskicheyne

Colleagues, Customers, Cats

and Canines

THE REAL V.I.Ps

Pets at Home

More than just a shop!

Think Simple

Our Values

Clarity of Purpose

Sales and LfL

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%

9.00%

10.00%

0

100

200

300

400

500

600

700

FY7 FY8 FY9 FY10 FY11 FY12

Sales

LFL

EBITDA and Store Nos

0

50

100

150

200

250

300

350

400

0

20

40

60

80

100

120

FY7 FY8 FY9 FY10 FY11 FY12

EBITDA Store Numbers

What Makes Pets at Home Special?

A Simple Equation

Engaged

VIP

Colleagues

Loyal VIP

Customers

Sales, Profit

and Growth

How do we do it?

• We recruit the right people

• We bust a gut to train them

• We reward and recognise their efforts

Quiz!

Before we treated Colleagues like VIPs, what was our LTO?

a) 38%

b) 58%

c) 78%

d) 108%

VIPS Stay

78%

62%

55%

46%

40%

27%

19% 17% 16.5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

2004 2005 2006 2007 2008 2009 2010 2011 2012

Colleague Turnover

VIPS are Engaged

66%73%

89% 90% 90% 93%

0%

20%

40%

60%

80%

100%

2007 2008 2009 2010 2011 2012

Colleague Engagement

CTO v Engagement

0%10%20%30%40%50%60%70%80%90%

100%

ColleagueEngagement

ColleagueTurnover

Customer VIPS

Fish 4 Opinion

High NPS = Higher Spend

As Colleague Engagement Increases, so Does Customer

Loyalty

88% 96% 99%

78% - 92% 93% - 98% 98% - 100%

Average Score:

Range of Scores:

Net

Pro

mote

r Sco

re

Top Drivers of Loyalty

Pet Care Knowledge Also Increases as Colleagues Become

More Engaged

88% 96% 99%

78% - 92% 93% - 98% 98% - 100%

Colle

ague P

et

Care

Know

ledge

Average Score:

Range of Scores:

And That’s Important?

4% increase

And Add in Colleague Friendliness?

6% increase

A Simple Equation

Engaged

VIP

Colleagues

Loyal VIP

Customers

Sales, Profit

and Growth

and there’s more…

Getting to know our customer VIPS

Quiz

A – Goldie x

B – CHARLIE

C – Derek x

D – Nemo x

Quiz - Popular Pet name?

A – Goldie

B - CHARLIE

C – Derek

D - Nemo

Colleague VIP + Customer VIP

This stuff is not just for retail

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WL Gore

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PwC

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KPMG

Goldman Sachs

American Express UK

Allianz Global Assistance

Adobe Systems

It’s all About the People

Engaged

Colleagues

Loyal

Customers

Sales, Profit

and Growth

Questions?