Platinum Paws’ Henschen
swears by the adage, “Use what
you sell; sell what you use.” Having a full-service salon has proven
advantageous for sales and for educating the consumer.
“Whenever a customer is inter-
ested in a grooming product, I will
enlist the help of a groomer,” Hen-
schen said. “The groomer uses the
item every day, so they can really
speak at a different level than I
can. Plus, it always gives a sense of
reassurance to a customer having
a groomer say, ‘This is what I use
When you are unable to have
face-to-face interaction, often
the Web is the next-best thing.
That’s what John Paul Pet relies
on, though the company has
something else in the works: a
program for consumers and re-
tailers with tips on how to sham-
poo pets at home.
“It’s a helpful guide on handling your pet during bathing;
it’s fun and informative, and you
end up with a ‘shampoo-ologist’
certificate,” said Dial. “We are
also designing small grooming
areas for veterinarian clinics as
an added service for their clients.
We feel that the attention to skin
and coat during the grooming
process directly relates to health
and wellness for the pet … any
lumps or abrasions can be report-
ed to the attending veterinarian
PROMOTION AND DISPLAY
Smaller samples of products are
a good way to draw in potential
customers, said Fang. The compa-
ny provides small trial-size sham-
poo pouches for retailers at a low
price to pass along to customers.
Operating a full-service
grooming salon within a retail
store provides a unique merchandising opportunity, and placement of those products is key.
“I never have food in the entry
of my store ... food is what drives
clients to the store, so I keep my
front entry endcaps stocked with
items that maybe the client didn’t
think about, like grooming products, brushes, shampoos, etc.,”
She carries the same products that are used by the in-store
groomer and places them, plus
other related grooming essentials,
all in one section for a one-stop
shopping experience, she said.
Using color to call attention to
product is something that works
for John Paul Pet.
“We created colorful hang
tags that give the consumer information about what is happening
with John Paul Pet—think of mini
billboards,” said Dial.
When the company wins
awards, the accolades are highlighted on the tag as well, she said.
Vibrant colors also are an important component of Best Shot
Pet Products’ company philosophy, which is why it encases
its products in upbeat, colorful
“Retailers are seeking out new
Brush Up Your
manufacturers and products to
refresh their image,” said Cam-
panella. “It’s more economical to
restock shelves with these new
vibrant products that literally can
change one’s image overnight ver-
sus expensive redecorating.”
“We have a flat-screen TV in
our store that rotates through
different things,” Henschen said.
“I can talk all day long about
how we love the FURminator,
but having the video rolling and
showing it in use, and showing
the hair flying off, sells it better
than I could.” ■
from 28 HELP STAFF BECOME A
John Paul Pet in Ventura, Calif., has created a brochure titled “How Wet Should I Get
My Pet?” which contains bathing tips and a short quiz, to help retail sales associates
talk about shampoo products and give them ideas on how to help their customers.
On the back cover is a shampoo-ologist certificate for framing and hanging. The
brochure is available to customers, as well.