Helping shoppers make better-informed purchasing starts with stocking shelves with reputable companies and making sure the sales staff is armed with intelligent product insights. “While there are some pet owners who simply like the idea of providing natural alternatives for their pet's needs, others are very concerned with each and every ingredient in the products and what the ingredients will do for their pet," said Joe Zuccarello, national accounts sales manager, Tropiclean. “Education and complete understanding of what is in the products and how this will affect their pets are this type of customer’s primary concern."
Added Ken Hahn, manager of the Planet Dog Company Store: “It’s important to be able to explain how a particular product can benefit a customer, how it works, how it will improve the well-being of a companion animal and to place it in the hands of the customer."
Retailers can also help their shoppers by discussing precise needs before promoting a certain product. “Speaking with the customer about specifics, such as the breed, size and life stage of their new dog or cat, and even the customer’s lifestyle, will help retailers form the ideal recommendation for the customer," said Mark Shuster, vice president of marketing for WellPet. “The retailer could even include a brief article in their newsletter or advertisement about the importance of considering the specific nutritional needs and size of the breed, from super-sized puppies to small and mini breeds, when choosing their food."
If a staff member has a pet similar to a shopper, Larry Plesent, founder of Vermont Soap Organics, encouraged them to share experiences. “Put testimonials on your products—from staff and from customers. This involves your regulars in the store process building loyalty and word-of-mouth advertising."