Jollyes said that its made a major strategic move to ensure all its customers benefit from its low prices, re-investing savings that are currently exclusive to Pet Club members – and more – into simple on-shelf pricing.
The move, which reverses the trend of retailers restricting savings to their loyalty card members, will mean over 3,000 prices will be reduced in its 100-plus stores , 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 value investment that will mean the lower price displayed at the shelf will be the price customers pay, underlining its commitment to be the best value pet destination in town.
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 at the till.
Jollyes confirmed a strong performance in the run-up to Christmas. The retailer had its biggest-ever trading day in its history on December 23, when it served over 42,000 owners and and generated like-for-like sales growth of 6% for the four weeks to Christmas Eve.
Jollyes has confirmed the locations of its next five new locations as well as plans to overhaul five more stores as it continues its rapid growth.
As exclusively reported in the January issue of OvertheCounter, Jollyes will open new stores in Pontefract, West Yorkshire, and Chichester, West Sussex, in March, followed in the first half of the year by a new store in Swansea and the relocation of one of its oldest stores in Perth to brand new premises in the town. Jollyes will also open a store in Chesterfield, Derbyshire.
Jollyes said that its early 2025 plans also include expansion and overhauls for existing top performing stores in Selby, North Yorkshire, Waterlooville, Hampshire, Sheffield, South Yorkshire, Harlow, Essex, and Keighley, West Yorkshire.
Jollyes also plans to bring its innovative ‘Wash & Go’ dog-wash booths which for just £5 can provide a full clean-up for mucky pups without the hassle of messing up a home bathroom, to five more stores.
In the coming months they will launch in Colchester, Bolton, Selby, Harlow and Plymouth with existing Wash & Go units at Scunthorpe, Enfield, Newport (Isle of Wight), Totton and Waterlooville receiving upgrades to new units.
Jollyes chief executive officer Joe Wykes said: “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. We’re looking forward to bringing that combination of low prices, service and expertise to even more communities during 2025.”
