Get 100% of People to See 100% of Your Pet Products

Written by John Stanley


Continued from page 1

The pet industry is a linger longer retail sector and therefore consumer space is especially critical.

What is called “the personal bubble” or “buttbrush” by Paco Underhill, varies from country to country. Australians needrepparttar largest personal space, whilst Indonesians requirerepparttar 150168 least personal space. The Brits require more thanrepparttar 150169 French and so it goes on.

In an article like this, I can only apply general rules.

As a general rule, 60% of your retail floor space should be allocated to consumers and 40% to product. As you tightenrepparttar 150170 consumer space by placing more stock onrepparttar 150171 floor, your result is consumers will see less stock.

I recently worked with a client where we removed 20% ofrepparttar 150172 stock to getrepparttar 150173 consumer: product ratio correct.

When we had completedrepparttar 150174 exercise, we surveyed their customers. The biggest response was a ‘congratulation’ on extendingrepparttar 150175 product range. It was just that customers could now seerepparttar 150176 product.

It’s Notrepparttar 150177 Product; It’srepparttar 150178 Category Placement

One ofrepparttar 150179 keys to success is called ‘bounce merchandising’. Inrepparttar 150180 supermarket industry they strategically placerepparttar 150181 toilet paper, coffee, bread, sugar and cheese to ensure that you visit all parts ofrepparttar 150182 supermarket. Consumers do not realise they are doing this, but I must admit, my wife, who knowsrepparttar 150183 theory, finds it infuriating, but she is a minority.

The same applies to a pet store; you need to introduce bounce merchandising and you achieve this withrepparttar 150184 critical placement of key categories.

Remember, for example 55% of Americans have a cat or dog andrepparttar 150185 pet supply category is worth US$18 billion in that country alone. The location of cat and dog food is critical to maximising sales per square foot or metre acrossrepparttar 150186 whole store.

Ideally,repparttar 150187 cat and dog supply categories should be separated inrepparttar 150188 store. Neither category should be located inrepparttar 150189 first third ofrepparttar 150190 store; make your customers shoprepparttar 150191 shop.

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.


Pet Parents Grow the Market

Written by John Stanley


Continued from page 1

- Education - Escapism - Entertainment - Aesthetics

Education Consumers enjoy experiences that provide a forum for education. This can be via cooking or tasting classes, educational leaflets and information provided by your team. Today many people want to be healthier and more educated, and therefore talks on your products with tips on how to use them to enhancerepparttar customers lifestyle will be a major draw. Escapism Consumers want escapism, they want an environment that takes them away fromrepparttar 150167 mundane, they don’t want to walk down rows of shelves, they want to experience boutique layouts and areas that are themed to a particular lifestyle statement. Lifestyle Garden Centre in South Africa invites garden designers to create garden rooms based on products that can be purchased inrepparttar 150168 garden centre. This has proved to be a huge success and has made Lifestyle a destination. Entertainment Entertaining your customers gives you an opportunity to let your imagination go wild. In recent months I have come across face painters, clowns, drum demonstrations for children,repparttar 150169 list is endless. The secret is to provide a consistent package of entertainment away from your core business. A shopping centre in Las Vegas uses ‘living sculptures’ (actors dressed up as statues) in their centre….. you’ve got to dare to be different! Aesthetics Aesthetics, could include how you use aromatherapy, music and create an atmosphere for your customers. Keep music at less than sixty beats per minute, it will relax your customers. We can learn from Brista Brava coffee bars in Washington DC. Their motto is “Our business is providing customer experiences, our industry is coffee.” Changerepparttar 150170 word coffee to whatever is relevant for your business and then you have a motto forrepparttar 150171 future of your business.

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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