Pets at Home has announced the expansion of its ‘Easy Repeat’ subscription service to stores across the UK.

Easy Repeat already exists as an online subscription service for essential items, enabling customers to receive regular orders of pet products.

As part of the expansion, employees at stores can now set up subscriptions using three steps on handheld devices and the customer's Pets Club loyalty scheme details.

Pets at Home said that the new service combines in-store expertise, including nutrition consultations and help understanding a pet’s play preference, with the existing subscription service.

It added that its combination of in-store and online services demonstrates how it is “continuing to evolve [its] omnichannel offering.”

“Launching Easy Repeat as an in-store as well as online service is a really exciting moment for us at Pets,” said Pets at Home chief consumer officer Kathryn Imire. “Customer feedback is clear: people appreciate the service they receive from our expert colleagues and genuinely love coming into our stores.”

Imire added that the move marks a “huge moment” in the retailer’s journey towards building a “world-class petcare platform as an omnichannel pet care provider” by linking online services to the expertise of colleagues in store.

Last year, the retailer launched a new digital platform that spans its in-store and online touchpoints, whilst also becoming an early adopter of Microsoft’s groundbreaking generative AI (genAI) agents.

Its latest technology investments form part of its digital transformation plans, which at its core looks to master the omnichannel experience across its e-commerce site, 450 stores, 450 partner vet practices, and pet grooming services.

Pets at Home chief information officer (CIO) William Hewish told Retail Systems earlier this month that the company has also been piloting a veterinary digital assistant in wider trials, which it is about to start rolling out.

The move forms part of the retailer's wider omnichannel strategy which involves integrating the vet side of the business.

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