Ryan CheyneRyan CheynePeople DirectorPeople Director

@ryskicheyne

Colleagues, Customers, Cats and Canines

THE REAL V.I.Ps

Pets at HomePets at Home

More than just a shop!More than just a shop!

Think SimpleThink Simple

Our ValuesOur Values

Clarity of PurposeClarity of Purpose

Sales and LfLSales 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 NosEBITDA 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 What Makes Pets at Home Special?Special?

A Simple EquationA Simple Equation

Engaged VIP

Colleagues

Loyal VIP Customers

Sales, Profit and Growth

How do we do it?How do we do it?

• We recruit the right people• We bust a gut to train them• We reward and recognise their

efforts

Quiz!Quiz!

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

a) 38%

b) 58%

c) 78%d) 108%

VIPS StayVIPS 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 EngagedVIPS are Engaged

66%73%

89% 90% 90% 93%

0%

20%

40%

60%

80%

100%

2007 2008 2009 2010 2011 2012Colleague Engagement

CTO v EngagementCTO v Engagement

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

100%

ColleagueEngagementColleagueTurnover

Customer VIPSCustomer VIPS

Fish 4 OpinionFish 4 Opinion

High NPS = Higher High NPS = Higher SpendSpend

As Colleague Engagement As Colleague Engagement Increases, so Does Customer Increases, so Does Customer

LoyaltyLoyalty

88% 96% 99%

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

Average Score:

Range of Scores:

Net

Pro

mote

r Sco

re

Top Drivers of LoyaltyTop Drivers of Loyalty

Pet Care Knowledge Also Pet Care Knowledge Also Increases as Colleagues Increases as Colleagues Become More EngagedBecome 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?And That’s Important?

4% increase

And Add in Colleague And Add in Colleague Friendliness?Friendliness?

6% increase

A Simple EquationA Simple Equation

Engaged VIP

Colleagues

Loyal VIP Customers

Sales, Profit and Growth

and there’s more…and there’s more…

Getting to know our Getting to know our customer VIPScustomer VIPS

QuizQuiz

A – Goldie x

B – CHARLIE

C – Derek x

D – Nemo x

Quiz - Popular Pet Quiz - Popular Pet name?name?

A – Goldie

B - CHARLIE

C – Derek

D - Nemo

Colleague VIP + Customer Colleague VIP + Customer VIPVIP

This stuff is not just for This stuff is not just for retailretail

Best Companies ListsBest Companies Lists

WL GorePenta ConsultingAdmiral GroupVirgin MoneyRoyal College of NursingRobert Half Int.PwCPenna PLC

Michael PageKPMGGoldman SachsAmerican Express UKAllianz Global AssistanceAdobe Systems

It’s all About the PeopleIt’s all About the People

Engaged Colleagues

Loyal Customers

Sales, Profit and Growth

Questions?Questions?