There has never been a more important time for those in the pet industry to stand up and stand out. The minute you hang up your shingle, you are telling the world that you're one of the best. Your expertise and knowledge about the types of pets you work with is the primary reason people will come to you. You are the pet professional.
Being a pet professional is no easy task. It involves hours of research and study, as well as hands on work with the animals themselves. It also involves knowledge of all products commercially available for each group of animals.
For the small business, combining animal expertise and in-depth product knowledge with all the other hats you wear is an incredible undertaking. But the rewards are equally incredible — you will build a loyal customer base.
Larger pet store chains and mass merchants use pricing and extensive advertising to increase their advantage. For pricing they will often use things like "price loss leaders." These are common or popular items they will deeply discount and prominently display to give the impression that they are a less expensive pet supply outlet. With advertising, they have the budget to continuously reach across broad territories.
Suppliers for large-scale merchants provide a wide variety of products, nicely packaged and with an SKU. Large retailers need to be able to purchase in mass quantities so they can provide the same product offerings across all their stores.
Those same commercial items are available to small businesses as well, though often at a higher price point due to smaller quantities being purchased. Ultimately every pet retailer — large and small — offers the same basic products.
To compete and be prosperous, small pet businesses need to build customer loyalty. As a small retailer, you can't compete on price and may not have the reach through advertising. But you are in the most advantageous position to capitalize on professionalism and diversity.
Product diversity and unique display
Your strengths start with product diversity and unique displays. These are the two things that offer intrigue and entertainment to the consumer. They are also two important elements that you can manipulate to stand out from your competition.
When attending trade shows, you will be attracted to the well-laid-out, exciting displays of the larger vendors. Be sure to pay close attention to what they offer. These vendors will be the suppliers for many of your basic products.
Make sure you also visit the many small booths. These folks will offer a barrage of unique products. There are a number of small suppliers who will travel to your store with unique items as well. Aquarium rocks, driftwoods for the terrarium, Manzanita and hardwood perches, and suppliers of bird cages are just a few types of wholesalers that will come by.
To find quality and/or unique domestic and exotic pets, visit breeder shows. Small breeders of various types of critters will also stop by your store. Make sure you carefully qualify any of these suppliers and their offerings, no matter where you find them. You want to be certain that you are not only getting excellent animals, but that they are properly bred and cared for.
Diverse high-quality products and animals are the items that can take your in-store offerings to an individual and unique level that won't be found anywhere else.
Professionalism and personalized attention
Your best strengths are in your professionalism. Quality displays and diverse products are fundamental in setting the stage for the pet professional. Offering personalized attention and having a strong animal knowledge however, are what build confidence in the consumer.
Position yourself as the pet professional to each and every visitor. Evaluate the individual needs of all customers by discussing their particular pets with them. Then offer the best solutions to satisfy their needs, both behavior-wise and product-wise.
This professional approach will provide your customers with an incomparable shopping experience, which in turn will energize your retail position. New visitors will not only be entertained and intrigued, but will also gain a sense of confidence and satisfaction in shopping with you, and they will return.
Offering diversity and unique displays will intrigue and entertain all visitors. But ultimately, as the pet professional, you stand above the crowd in your knowledge and experience. For this your customers will be loyal and return. A loyal customer base will allow you to compete against the pricing tactics and broad advertising campaigns of larger retailers.
Use each of these fundamental elements to keep repeat customers confident and happy, entice new visitors to return and ultimately to help your pet business prosper.
