Marketing Manager Jon Grøteig Andersen at PetXL
Already after only 1 month of running the new loyalty platform, we see that average sales are significantly higher for members compared to non-members. We also see that recruitment of new members in the store is going very well – above all expectations!

The goal is for the loyalty program to be the “icing on the cake” for our customers

PetXL is a Norwegian retail chain that offers a complete range of equipment and services to pet owners. There are PetXL warehouses in Stavanger, Kristiansand, Tønsberg, Ålesund and Haugesund, “Hund som Hobby” in Trondheim and “Oslo Dyrebutikk” in Oslo, in addition to 3 online stores. The company is growing rapidly and opens new warehouses in Vestby and Skien during 2021/2022. The Diller team interviewed Marketing Manager Jon Grøteig Andersen at PetXL to learn about their experience after starting using the Diller loyalty platform in September 2021.

Why did you start with a loyalty program?

Our main goal was to create a better customer experience. We wanted it to be easier than it was before, when we had paper coupon cards, and we wanted to get closer to our customers. We also wished to make it easier for our employees to have good customer dialogue in the store. With Diller, the customer just enters their phone number at checkout, and employees easily register new members or see purchase history and interests of existing members. It works great and provides a good customer experience.

What made you decide to switch to the Diller platform?

We have known for a long time that it is necessary to have a good loyalty program. We had a program before as well, but Diller has a much better recruitment system, and is very intuitive and easy to use. The old system had no integration to our cash register, so we decided to switch to Diller which is fully integrated with the checkout.

When we investigated whether Diller was right for us, I recognized the same features from loyalty programs I personally am a member of and that I believe are good. Diller has all the features that make me stay loyal to a company or store.

How did you hear about Diller?

We learned about Diller both through our own web searches and via Pål Bakken in ExtendaRetail. They deliver the ExtendaGO POS system that we use. We got a demonstration of Diller and decided to switch to a new loyalty platform and transfer the membership base, so that all existing members had the opportunity to join our new loyalty program.

What kind of results have you seen so far?

Already after only 1 month of running the new platform, we see that average sales are significantly higher for members compared to non-members. We also see that recruitment of new members in the store is going very well – above all expectations!

We started on September 21st 2021, and during the nine days of September we recruited 2080 new members. And to this day, on October 18th, we have recruited 5050 new members in October alone. We estimate that we get more new members in October with Diller than we recruited in total from October 2019 to September 2021. This is possible because it is so easy for employees to handle registration of new members at checkout. Everyone who shops with us gets asked if they want to join the loyalty program, and the employees tells them that they get a 10% welcome coupon, digital coupon cards, and other great benefits as a member.

We experience that sales and margins are higher despite providing an initial 10% discount. The customers tend to put a little extra in the shopping cart to make the most of the discount.

What are your goals for the loyalty program?

We aim to reach 100,000 new members within 1 year – and we believe that is a rather careful estimate. We open new stores in Vestby and Skien over the next few months, so there is potential for a good increase in the membership base.

The goal is for the loyalty program to be the “icing on the cake” for our customers, so that they wish to continue shopping with us.

What will you do going forward to keep the high recruitment rate?

We have several measures in progress. Today we have all employees ask customers at checkout if they want to become a member. Employees inform about the welcome gift of 10%, about digital coupon cards, and that members get offers before others in weekly newsletters. In addition to this, we are going to put up posters with QR codes in the stores, so that customers can register themselves before they get to the cash register. We’re also going to set up displays with member benefits in all of our warehouses, and seeing that some stores and employees are “super recruiters,” we’re also going to share more information between warehouses.

What do you think about the opportunities in segmenting the member base?

We see great potential to use segmentation to benefit our customers. Our customers belong to very different groups, and communicating to for example dog owners is completely different from reptile owners. Member segmentation help us navigate better to make sure we communicate in a good way to all our customers.

Today we divide members into different segments. First of all, we categorize members to their preferred store and what kind of pets they have. Next, we segment on interests, such as hunting, breeding, family with pets, hiking & outdoors, pet shows, agility, or feeding. Diller offers “multi choice” opportunity, which is great, because many multiple pets and interests.

Because of the segmentation, we can add many more tailormade member benefits into our program, such as invitation to free dog training for loyal members who have accumulated a certain bonus level.

What vision do you have for PetXL as a company?

We want to be the ultimate destination for pet owners. With us, you get everything you need for your pet, whether it’s products in the store, veterinary services, dog grooming or rehabilitation. All these services and products are to be made available to the pet owners in a simple and intuitive way, so that they get a great overall experience when shopping. With the loyalty program as the “icing on the cake”, it really pays off to shop with us. Loyal customers get great customized benefits and offers. We also want to build communities for like-minded pet owners with common interests.

How important is it that Diller is integrated with the cash register?

That was a decisive factor. It was essential with good integration between the POS and loyalty program. The alternative would be far too cumbersome, and we only want seamless, fully integrated solutions.

What do you think of your collaboration with Diller?

Very good! Knut Ole Hauge in Diller has been extremely good at following us up along the way, and we are very pleased with that.

How did you get started, and what do you envis imagine going forward?

It was important that the loyalty program had good benefits from the start, with a welcome coupon and digital coupon cards for different pet owners. We plan to have bonus points systems and different membership levels coming up, because this will create an even better loyalty program for our members.

Diller is really a marketing platform more than just a loyalty program, and we are very much looking forward to giving our customers great experiences in our stores. Even better segmentation and custom advantages should benefit our members going forward!


Diller®. All you need in a loyalty program – easy, affordable and profitable

The Diller® loyalty platform helps small and medium-sized businesses increase their competitiveness by getting customers to shop more, and more often. This saves costs and increases the lifetime value.

Diller® is a smart solution for companies that do not have a large marketing budgets, but still want to increase sales. Marketing is expensive, and a loyalty program offers huge savings because you do not spend precious funds getting new customers into the store and webshop.

With a good loyalty program, you can convert single sales to repeat sales and get much better customer dialogue.

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"Alle mulige tredjepartskanaler blir mindre og mindre effektive, og vi ser at det er nødvendig fremover å eie dialogen med kunder. Jeg er ikke i tvil om at mye av veksten vår skyldes økt lojalitet fra medlemmer."

Kai Gulbrandsen

Adm.dir. i Princess-kjeden

"Kundeklubb-knappen ligger på forsiden i kassen, så alt går automatisk. Medlemmer våre benytter klippekortene og kupongene, fordi det er så enkelt å bruke. Vi ser at vi har høy omsetning på medlemmer."

Evy Ingebrigtsen

Operations and HR Manager, Baker Brun

"Data er det nye gullet. Det er vesentlig at kjøpsinformasjon og kundedata er fundamentet for alle gode kundedialoger. Å ha kontroll på dette, er etter min mening helt avgjørende."

Pål Wibe

Norway's "Mr Retail" Pål Wibe

"A terrific app that really helps our business to grow together with our customers. Adds value for both us and the customer, a complete customer journey from the physical to the online store."

BMP Paleet

"Thank you very much for the fantastic follow-up when we launched our loyalty program from Diller. You guys made the whole process painless. Looking forward to seeing what we can achieve together. We really recommend Diller AS to anyone that need a loyalty program on the Shopify platform."


"Annonsering må planlegges 2 uker i forkant, men da kan jo kampanjen være helt irrelevant. Med Diller kan vi derimot snu oss rundt på et blunk! Vi kan legge ut en kampanje over natten, for Diller hjelper oss med å få det ut med én gang. Dette er helt uvurderlig for oss."

Tone Tengesdal Stavnheim

Tengesdal Sport

"Great app, easy to customize and simple to use. Customer service is outstanding and helpful. The few times we have had any issues, customer support was very responsive and resolved the issues in minutes! Highly Recommend!"


"Jeg hadde aldri kjøpt et kassesystem uten mulighet for lojalitetsprogram. For meg var det helt vesentlig at det fulgte et godt lojalitetsprogram med i POS."

Maria Quarnström

Eier, Rilo Zoo

"We recently startet using Diller and are very pleased with the app. It is easy and understandable to use, and it has already generated more customers and sales. What is important to mention is that the customer service is outstanding, and we are getting all the help and support we need! Our contact has been patient and so happy to help and guide in out teams-meetings for the set up :)"


"Great app and customer service! The loyalty features combined with the SMS engine and mail integration towards MailChimp is a winner for me. Thanks to Erik for helping me set everything up!"

Henriks Herre

"Vi er veldig opptatt av kundereisen og har vært på jakt etter et verktøy som kan hjelpe oss med å gi best mulig service til våre kunder. Diller muliggjør dette og er et veldig bra verktøy som er meget godt integrert med Shopify. Vi er helt sikker på at Diller vil bidra til økt kundetilfredsstillelse og kan trygt anbefale Diller. I tillegg til et bra konsept, lever kundeservice opp til sitt eget konsept og gir en strålende veiledning og service."

"Very easy to set up the app. It’s perfect for creating a good-looking loyalty program widget, that is customized to my brand and webshop.   Super friendly and helpful support team! They answer very fast and do everything to help you out.  Great experience so far."

Corado Coffee Roasters

"Med en kundeklubb blir vi mye bedre kjent med kundene og kan lage godt materiell og relevant innhold for dem. Dette er veldig viktig. Vi slipper alle mid season-salg og kan heller belønne dem som velger oss over tid."

Tobias Tjørstad

General Manager, Linestore

"Det var både raskt og enkelt å sette opp lojalitetsprogrammet, og Dillers kundeservice-team er fantastisk. Vi ser frem til å få glede av programmet i tiden fremover, slik at vi kan få enda mer lojale og fornøyde kunder!"

Julia Dyblie

Daglig leder, Milla Web

"Vi ser at snittsalget og marginer er høyere til tross for at vi gir en 10% velkomstrabatt. Man tar jo gjerne med seg litt ekstra i handlevognen for å mest mulig ut av rabatten. Målet er at kundeklubben skal være prikken over i’en for kundene våre, slik at de ønsker å fortsette å handle hos oss."

Jon Grøteig Andersen

Markedssjef i PetXL

"Vi ser gode resultater av lojalitetsprogrammet. De umiddelbare tilbakemeldingene kommer fra ansatte i butikk, som merker at det kommer kunder inn i butikkene bare 5-10 minutter etter at vi sender ut en SMS."

Stine Handley

Administrasjonsleder i Fredrik & Louisa

"Man er jo alltid spent før lansering av et nytt system. Det som umiddelbart kom frem da vi gikk over til en digital kundeklubb, var at det ble svært godt mottatt av butikkene, fordi det er så enkelt i bruk."

Lene Sagenes

Markedsansvarlig, Olivenlunden

"Med kundeklubben har vi fått flere faste kunder som handler oftere. Det betyr godt potensial for mersalg av tilleggsprodukter, og dermed høyere omsetning og bedre marginer. Det er vi veldig godt fornøyde med."

Ida Marie Juliussen

Distriktssjef og markedsansvarlig, Funky Frozen Yogurt

"Vi har sett at det ikke bare er rabatter som tiltrekker seg kunder. For eksempel fungerer det bra når vi sender ut SMS om at nye produkter har kommet fra et av merkene våre. Da øker trafikken til butikken, siden medlemmene gjerne får tidlig produktinformasjon."

Martine Remsøy Romøren

Butikksjef, Lively Home på Fornebu og Røa

"Den store fordelen med kundeklubben er at det blir enkelt å kommunisere med kundene. Vi ser uendelige muligheter med dette i fremtiden og ser frem til å bruke det mer."

Anders Johan Braaten

Daglig leder i butikkjeden Buster Hund og Katt

"Jeg søkte rundt på nettet etter leverandører og fant Diller på den måten. De har alt jeg trenger i et lojalitetsprogram, og for meg var det en ekstra fordel at det er et norsk selskap."

Hans Hvinden

Daglig leder,

"Når kunder handler i butikken, spør vi dem om de vil bli medlemmer og fortelle dem at de får gavesjekker etter et visst forbruk, invitasjoner til arrangementer og andre fordeler. Ingen sier nei!"

Heidi Andersen

Butikksjef, Coco Skien