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

Written by John Stanley

Overrepparttar last few weeks, I have visited pet stores inrepparttar 150168 USA, Europe and Australasia. Some of these stores were keen to ensure I was exposed to allrepparttar 150169 products they had on offer, whilst others hid products from view. The old adage is that if you cannot see it, you cannot buy it.

Researchers tell us that 70% of buying decisions are made withrepparttar 150170 eyes and thereforerepparttar 150171 first priority in setting up a retail pet store is to ensure you exposerepparttar 150172 customer torepparttar 150173 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 Notrepparttar 150174 Product; It’srepparttar 150175 Flow

Remember,repparttar 150176 first priority is notrepparttar 150177 product; it’srepparttar 150178 customer flow. Researchers such as Paco Underhill, inrepparttar 150179 United States, had carried out a lot of research on how we shop;repparttar 150180 theories apply to all types of retail outlets andrepparttar 150181 pet industry is no different to a hardware store or fashion shop.

The first priority is to understand how subconsciously consumers who like to shoprepparttar 150182 shop. This all depends on what side ofrepparttar 150183 road you drive on.

Those of you reading this article in countries where people drive onrepparttar 150184 left-hand side ofrepparttar 150185 road will find consumers will prefer to shop in a clockwise arrangement. Those who drive onrepparttar 150186 right-hand side will prefer to flow around your store in a counter-clockwise arrangement.

This meansrepparttar 150187 position of your checkout is critical to your success.

As a general rule, in left-hand drive countriesrepparttar 150188 counter goes onrepparttar 150189 right and onrepparttar 150190 left in right-hand drive countries.

The worst layout I have experienced is what is commonly called “pig trough” retailing. This is whererepparttar 150191 counter is placed inrepparttar 150192 centre ofrepparttar 150193 store, about one third in. This encouragesrepparttar 150194 first third ofrepparttar 150195 store to be shopped and not behindrepparttar 150196 counter.

We recently worked with a retailer where he had a “pig trough” system. We physically movedrepparttar 150197 counter onrepparttar 150198 day andrepparttar 150199 client phoned me atrepparttar 150200 end ofrepparttar 150201 week to inform me that sales, sincerepparttar 150202 counter move, had increased by 20%.

It’s Notrepparttar 150203 Product; It’srepparttar 150204 Personal Space

People need space to shop. According to research by David Lewis and recorded in his book “The Soul ofrepparttar 150205 New Customer”,repparttar 150206 biggest stress when shopping is lack of space. Don’t provide customers with space and they will not linger longer.

Pet Parents Grow the Market

Written by John Stanley

I recently hadrepparttar opportunity to look atrepparttar 150167 pet retail industry inrepparttar 150168 USA.

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,repparttar 150169 industry is splitting into commodity retailing and lifestyle retailing.

65% of pet products inrepparttar 150170 USA are still purchased as commodity products via supermarkets and mass merchandisers, butrepparttar 150171 growth sector are specific pet “box” store retailers who are introducing lifestyle retailing.

Petco has 5.4% ofrepparttar 150172 U.S. market and are introducing 12,000 to 15,000 square foot pet stores acrossrepparttar 150173 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 onrepparttar 150174 Pet Hotel. I am sure these two companies will be fighting it out forrepparttar 150175 pet supermarket dominance overrepparttar 150176 next few years.

The traditional corner pet store seems to berepparttar 150177 sector that is losing market share and is down to 7.7% ofrepparttar 150178 market and I would not be surprised to see that shrink further whilerepparttar 150179 overall market expands.

Who is growingrepparttar 150180 market and spendingrepparttar 150181 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 buildrepparttar 150182 experience economy as it relates torepparttar 150183 pet industry.

Providing an Experience Customers are bored with seeing products on retail shelves, they are looking for more exciting experiences. The challenge is, are you inrepparttar 150184 commodity business, selling products or are you providing an experience. Commodity sellers place tangible items on shelves and benches and sell units of product. The challenge is always to increaserepparttar 150185 average sale per customer, one way of achieving this is to introduce service and services i.e. activities you execute. Many retailers have achieved this by providing delivery services, demonstrations, tasting stations and technical knowledge. Now isrepparttar 150186 time for retailers to move on and provide an experience. This means we should create an experience forrepparttar 150187 customer where they are fully engaged with what we are doing. Inrepparttar 150188 USA, Pike Place Fish Market is looked on asrepparttar 150189 ultimate experience in Seattle’s retail scene. In Australia,repparttar 150190 Beechworth Bakery in Victoria, many would argue, createsrepparttar 150191 same experience. Whilst in South Africa, Lifestyle Garden Centre is recognised as a global leader inrepparttar 150192 experience market. The guide to building an experience is explained inrepparttar 150193 book The Experience Economy, work is theatre and every business a stage by B.Joseph Pirie II and James H. Gilmore. Think of developing your business experience based on four key elements:

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