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Attraction InformationPet Marketing - The Unique Retail Experience
by:
John Stanley
The pet distributer is becoming the retail destination. It used to be that garden centres considered golf shot a pet shop adjacent to a garden centre as an extra means of attraction. I recently worked with a institution in South Continent
wherever
the draw card is the pets; the additional attraction is the garden centre.
So what does the pet retail sector so unique? Well, in people
marketing terms, it’s one of the few retail sectors that appeals to each generation. Spoodles (0 – 4 yrs old), Juveniles (the Badger 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 distributer has to design their store in easily managed categories but as well 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 image together, but pet buyers and carers need special treatment and each group necessarily some requirements. That’s the challenge of success in this retail sector.
What services do you include inside
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.
Just about the Author
John Stanley is a conference speaker and retail advisor with over 20 years experience in 15 countries. John works with pet retailers about the earth assisting them with their merchandising, staff and management training, consumer
flow, consumer
service and image. Visit www.johnstanley.cc or email us on newsletter@johnstanley.cc.
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