Can pets assist with customer loyalty?

Just ask BJ’s Wholesale Club.

BJ’s Wholesale Club expanded its Berkley Jensen pet assortment line with additional dog treats, dry dog food, and wet cat food options that are grain-free with zero filler or preservatives.

Not only has this initiative helped carve out a name for BJs in the pet category while driving loyalty with shoppers who want to buy high-quality food at a low price, but BJs is also delivering convenience to customers who consider BJs their one-stop shop for all family groceries and needs–now including their pets.

BJ’s Wholesale Club is the leading membership warehouse club on the East Coast with 215 club locations and 132 gas stations across 16 states. Based on BJ’s unmatched value and quality of products, 20 percent of BJs members shop more than once a week and save $500 a year.

Bonnie Volpe, vice president of food, sundries, and beverages at BJ’s Wholesale Club, talked to Loyalty360 about the expanded pet assortment line.

“Pets are an important part of the family, which is why BJ’s Wholesale Club stocks a wide array of pet food and accessories at a great value,” Volpe explained. “Our expanded assortment enhances loyalty by helping members find the leading pet food brands and varieties that meet both their pet’s individual needs and their budgets.”

What’s more, Volpe said that, since BJ’s expanded its pet assortment line, officials have seen a change in customer behavior.

“We’re seeing more members shop our pet category since we provide a one-stop shopping destination for all their family’s needs, everything from stock-up items to fresh produce to pet food and treats,” Volpe explained. “We’ve also seen more members turn to our exclusive Berkley Jensen brand for dog, cat, and bird food options. This exclusive line provides the nutrition pet needs to help live a long, healthy life at an unmatched value.”

Customer loyalty means many things at BJ’s Wholesale Club.

“Our members stock up, and are often choosing between BJ’s and supermarkets,” Volpe said. “These are savvy, price-sensitive shoppers. They enjoy finding great value. Our members are loyal because of our commitment to providing unmatched value and outstanding quality. We continue to sharpen our assortment, which gives these smart saving families everything they need without compromising on quality, value, or fun. I am most proud of the effort made to develop an exclusive line of pet foods and treats under the Berkley Jensen brand. We developed a line of true super premium pet foods and treats that matched or exceeded the quality of the very best pet products available through pet stores, while still providing our members with the unparalleled value that they have come to expect.”

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