Fast-growing pet goods retailer Jollyes is making a strategic move to everyday low pricing (EDLP), re-investing savings currently available to members of its Pet Club loyalty scheme into simple on-shelf pricing.
The move will mean over 3,000 prices will be reduced in its 100-plus stores from today – covering over two-thirds of all the 4,500 core items Jollyes carries in a typical store.
The decision is part of a multi-million-pound investment by the retailer that will mean the lower price displayed on the shelf will be the price customers pay. For example, a 15kg Royal Canin Adult dog food bag moves from an on-shelf price of £64.19 to £50.00, 13% lower than the £57.77 that a Pet Club member would have paid.
Jollyes Pet Club programme will continue to offer points on purchases and 1,000 points can be exchanged for a £2 voucher with additional benefits when its relaunched later in the year alongside a new app.
Chief Executive Joe commented: “We understand how much joy a pet brings to families, but we also know the cost of that commitment is high, especially at a time when household budgets are under pressure from energy bills and mortgage payments.
“That’s why we’re simplifying our prices, so customers won’t need to be a member to get the value that pet parents demand. Being relentless in lowering prices to deliver on our promise to be the best value pet store in town is at the heart of our DNA and the promise we make to our customers.”
Jollyes also revealed today that it saw strong performance over the festive period, with like-for-like sales up 6% during the four weeks to Christmas Eve. Total growth for the same period was 13%, reflecting its expansion programme that saw the opening of stores in 14 new locations during 2024.
Jollyes plans to open five new stores this year and overhaul five sites as it continues its rapid growth.
Wykes concluded: “We’re looking forward to bringing that combination of low prices, service and expertise to even more communities during 2025.”
NAM Implications:
- EDLP on 66% of the offering, resonates..
- With simplicity another plus.
- And no reason to query the deal.
- One to watch…
