Researchers tell us that 70% of buying decisions are made with eyes and therefore first priority in setting up a retail pet store is to ensure you expose customer to products you have on offer.

In one store I visited, they were determined I would see their total offer, whilst in another store I was exposed to less than 20% of their offer.

It’s Not Product; It’s Flow

Remember, first priority is not product; it’s customer flow. Researchers such as Paco Underhill, in United States, had carried out a lot of research on how we shop; theories apply to all types of retail outlets and pet industry is no different to a hardware store or fashion shop.

The first priority is to understand how subconsciously consumers who like to shop shop. This all depends on what side of road you drive on.

Those of you reading this article in countries where people drive on left-hand side of road will find consumers will prefer to shop in a clockwise arrangement. Those who drive on right-hand side will prefer to flow around your store in a counter-clockwise arrangement.

This means position of your checkout is critical to your success.

As a general rule, in left-hand drive countries counter goes on right and on left in right-hand drive countries.

The worst layout I have experienced is what is commonly called “pig trough” retailing. This is where counter is placed in centre of store, about one third in. This encourages first third of store to be shopped and not behind counter.

We recently worked with a retailer where he had a “pig trough” system. We physically moved counter on day and client phoned me at end of week to inform me that sales, since counter move, had increased by 20%.

It’s Not Product; It’s Personal Space

The industry is growing by 6% a year and, like many other retail sectors, is going through some major changes.

In many retail leisure sectors, industry is splitting into commodity retailing and lifestyle retailing.

65% of pet products in USA are still purchased as commodity products via supermarkets and mass merchandisers, but growth sector are specific pet “box” store retailers who are introducing lifestyle retailing.

Petco has 5.4% of U.S. market and are introducing 12,000 to 15,000 square foot pet stores across USA.

Their rival Petsmart had 612 stores and 9.6% market share. Their stores are 19,000 to 26,000 square foot and include Veterinary Surgeons and a trial on Pet Hotel. I am sure these two companies will be fighting it out for pet supermarket dominance over next few years.

The traditional corner pet store seems to be sector that is losing market share and is down to 7.7% of market and I would not be surprised to see that shrink further while overall market expands.

Who is growing market and spending dollars? Pet Parents. These are singles, generation X and baby boomers using pets as child substitutes.

To attract this time poor but cash rich market sector, you need to provide an experience.

Distributors and retailers both need to be aware of how to build experience economy as it relates to pet industry.