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Pet
Retailing - The Unique Retail Experience
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by:
John Stanley
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The
pet retailer is becoming the retail destination. It used to be that
garden centres considered putting a pet shop adjacent to a garden
centre as an extra means of attraction. I recently worked with a
company in South Africa where the draw card is the pets; the added
attraction is the garden centre.
So what makes the pet retail sector so unique? Well, in generational
marketing terms, it’s one of the few retail sectors that appeals to
each generation. Spoodles (0 – 4 yrs old), Juveniles (the Pester Power
group, 5 – 14 yrs old), Generation Y (15 – 24 years old), Generation X
(25 – 34 years old) , The Jones’ Generation (35 – 44 years old) , Baby
Boomers (45 – 59 years old) and Greying Tigers (60 years and older) are
all fascinated by pets.
That causes a retail challenge as the pet retailer has to design their
store in easily managed categories but also to appeal to each
generation.
This is unique in retailing, but get it right and you have a formula
for success.
Most retailers only have to concentrate on one or two generations and
put the picture together, but pet buyers and carers need special
treatment and each group needs different requirements. That’s the
challenge of success in this retail sector.
What services do you include within the retail sector, i.e. veterinary
services, grooming services and care talks. Plus, what services do you
provide to get customers to linger longer, i.e. café, restaurant, pet
shows etc.
This is a retail sector that is growing and therefore innovation is
inevitable.
About the Author
John Stanley is a conference speaker and retail
consultant with over 20 years experience in 15 countries. John works
with pet retailers around the world assisting them with their
merchandising, staff and management training, customer flow, customer
service and image. Visit www.johnstanley.cc or email us on
newsletter@johnstanley.cc.
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