Jollyes is poised to become the UK’s leading ‘value pet superstore’ under CEO Joe Wykes’ ambitious plans.
- Wykes focuses on expanding and refurbishing stores, revamping loyalty programs, and enhancing product ranges.
- The strategic use of UK census data guides Jollyes in choosing optimal store locations with a focus on retail parks.
- A shift from live animal sales to product rationalisation marks a major ethical and operational change for Jollyes.
- Embracing e-commerce is crucial, as Wykes aims to balance brick-and-mortar growth with online opportunities.
Jollyes, under the leadership of CEO Joe Wykes, is gearing up to transform itself into the UK’s preeminent ‘value pet superstore’. With backing from TDR Capital, the company is on a mission to enhance its market presence through strategic expansion and product portfolio diversification. As Wykes notes, the focus is on ‘attacking the market’ in a significant way, reflecting a proactive stance towards growth and innovation.
Key priorities for Wykes include expanding Jollyes’ store footprint, revitalising existing outlets, overhauling the loyalty scheme, and refining the product mix. The company opened its 106th store in York, featuring diverse offerings such as pet food, general merchandise, and even a community vet clinic. The store’s location strategy is informed by UK census data, focusing on areas with high pet ownership potential, which often coincide with regions featuring retail parks and major discount stores like Aldi and Lidl.
Wykes has also initiated a decisive shift in operational policies by discontinuing in-store live animal sales. This move, driven by ethical considerations and operational efficiencies, allows Jollyes to allocate more space and resources towards providing greater value for its customers. By phasing out these sales, Jollyes aims to streamline operations and focus on categories that enhance customer satisfaction and store efficiency.
On the digital front, Jollyes acknowledges the slow growth of its e-commerce operations, currently constituting a mere 1% of sales. Yet, the company recognises the burgeoning digital pet market as a substantial opportunity. While currently achieving better results in physical stores, Jollyes plans to harmonise brick-and-mortar expansion with enhanced e-commerce offerings, including services like click and collect and delivery.
Strengthening customer loyalty is a pivotal aspect of Wykes’ strategy. The Pet Club loyalty scheme, encompassing about 1.1 million members, is set for significant enhancements. Wykes intends to shift towards a more shelf-focused pricing strategy, introducing clearer discounts similar to those seen with major supermarket loyalty programs. This transition, driven partly by TDR Capital’s influence, aims to declutter pricing communications and better meet customer expectations.
Jollyes’ strategic focus under Joe Wykes aims at bolstering its position as a top-tier value pet retailer in the UK, blending physical growth with digital innovation.
