MERCHANDISE AND DISPLAY
FLEA AND TICK PRODUCTS
Solution centers are a popular recommendation when it comes to marketing flea and
tick control products for dogs and cats.
“We encourage our retailers to think of organizing their products into solution
centers, where they group complementary products onto an endcap or shelf display,”
said Jaime McKinley, vice president of business development for W.F. Young Inc.’s
Absorbine brand in East Longmeadow, Mass.
For some retailers, making products easily accessible on a shelf creates a problem.
“Due to the high price/value of flea and tick products, they unfortunately are susceptible to higher theft rates relative to other products in-store,” said Jennifer Allen,
senior technical services veterinarian for Bayer Animal Health in Shawnee, Kan.
At Dog Patch Pet & Feed in Naperville, Ill., owner Greg Gordon keeps “the high-priced stuff under the counter, and the rest is out.
“You have to let people touch and feel things, or they won’t buy them,” he said.
Allen recommends using displays with proxy cards that customers redeem for
the product at the register.
“They should have clear, simple messaging conveying the efficacy of the prod-
uct, proper utilization and general education,” Allen said, adding that “for displays
that have the product locked in a glass case, utilizing similar POP materials in a
lighted display that is positioned in high traffic flow patterns also is very effective.”
Brian Pratt, assistant manager at Anaheim Feed & Pet Supply in Anaheim, Calif.,
uses employee-recommendation cards to encourage customers to ask store staff
how the items have worked for them in their own lives.
“I create a small display on the front counter every spring of the Wondercide
sprays and a small chalkboard that says ‘Safe, All-Natural, Effective Flea & Tick
Control,’” said Sherry Redwine, co-owner of Odyssey Pets in Dallas. “We include flea
and tick facts in our newsletter, The Barker, in the spring. We also post on Facebook
and Instagram during the springtime.”
Neal Wilmore, vice president of sales and marketing for Perrigo Animal Health in
Omaha, Neb., said that based on his company’s consumer research, flea and tick can
be a difficult category to shop.
“To help consumers, we recommend in-aisle navigational and educational messaging whenever possible,” he said. “We also recommend clear and concise messaging covering the themes of year-round treatment and prevention, trusted vet-quality
ingredients and affordability. Our data also shows that secondary placement and
cross-promotional activities drive sales lift.”
“Pet owners need to understand the great importance of flea
and tick control, and they need to understand the differences
between products to make an informed decision,” said Jennifer
Allen, senior technical services veterinarian for Bayer Animal
Health in Shawnee, Kan.
At Anaheim Feed & Pet Supply in Anaheim, Calif., assistant
manager Brian Pratt said that explaining the complete flea life
cycle to customers empowers them to make better choices that
fit their individual needs when battling a flea problem.
“We educate customers through visual diagrams that
help explain the flea life cycle as well as verbally informing the
consumer of the benefits of different products,” he said.
Because safety is a concern for owners as they seek to
kill the pests without hurting the pets—or the humans who
love them—industry insiders agreed that consumers must be
educated on proper application of these products.
“A flea collar that is too loose on the dog won’t allow the
product to be effective,” said Jaime McKinley, vice president of
business development for W.F. Young Inc.’s Absorbine brand in
East Longmeadow, Mass. “The appropriate fit for a collar is to
have it fitted but not too snug; you should be able to put two
fingers between a collar and the dog’s skin.”
Sharing personal experience is a popular technique for
“We show customers the safe options and tell them that’s what
we use,” said Sherry Redwine, co-owner of Odyssey Pets in Dallas.
Several insiders stressed the importance of educating
in-store personnel. McKinley said W.F. Young provides its retail
partners with educational materials including email blasts,
product information guides and training webinars. Bayer uses
training modules and licensed veterinarians to help retail
personnel understand the category and the active ingredients in
the products so they can better assist pet owners in making an
informed choice within the category, Allen said.
With many pet owners doing their own online research before setting foot inside the pet store, several companies provide
educational content online.
“Most consumers research before shopping,” said Bucky
Webb, executive vice president of sales for Promika LLC in Cary,
N.C. He recommends providing websites for these pet owners.
McKinley said using social media is highly effective with
consumers. W.F. Young uses its Facebook page along with a
network of bloggers and social media influencers.
Perrigo Animal Health created a Look at the Label campaign
to increase consumer education and flea and tick awareness,
said Neal Wilmore, vice president of sales and marketing for the
Omaha, Neb., manufacturer.
Some retailers opt to keep high-value flea and tick control products behind glass.
dollar share of the flea and tick
market, said Bucky Webb, executive vice president of sales for
Promika LLC in Cary, N.C. However, Jaime McKinley, vice president of business development
for W.F. Young Inc.’s Absorbine
brand in East Longmeadow,
Mass., reported seeing increased
demand in recent years for alternatives to spot-on treatments
and natural/eco-friendly flea
and tick products.
“While spot-ons still are
thought to be effective, there
have been questions raised re-
garding [their] use based on
news and social media stories
reporting consumers’ concerns
and dissatisfaction,” she said.
“As a result, pet parents are
seeking alternatives to the spot-
on delivery system.”
Dog Patch Pet & Feed in Na-
perville, Ill., also carries natural
flea and tick products, said own-
er Greg Gordon.
“Natural is probably the segment growing the fastest, because people don’t want to put
chemicals on their dog,” he said.
Addressing the desire for cost
savings, customers are seeing
more national brand equivalents
in the flea and tick category.
“We want to give our pets the
best, yet I don’t want to spend
$65 for Frontline Plus when I can
go to my local retailer and get
ZoGuard Plus and pay under
$30,” Webb said.
Spot On Sales
Bh Pet GeaR offers its american
Kennel club flotation Vest. The vest is
available in two vibrant colors: orange
and yellow. It features quick-release
buckles and a large nylon handle on
the top of the vest to make it easier
to snatch a dog out of the water. It is
available in sizes XS, S, M, L and XL.
Jolly PetS’ Jolly Soccer Ball is a dog-proof soccer ball that lets owners keep their
eyes on the real goal—having fun with their dog. Made of JollyFlex material, the ball
can be punctured and will not deflate. Even if a dog puts a hole in it, the toy will keep
its shape. The toy can be kicked, fetched, chased or caught, and it is great for all
types of dogs.
BootS & aRRow’S pet accessories
line contains one-of-a-kind leather
accessories made from the leather of
reclaimed cowboy boots. Everything is
completely hand sourced, hand assembled and made locally in Texas. The line
includes features such as hand stitching,
solid brass hardware, laser etching and
hand-painted details. Proceeds from
every purchase go toward helping to
find forever homes for injured rescue
chemI-VIt presents cliffi Sapori Italiani dog biscuits. They represent the Italian
bakery tradition, thanks to the use of ancient traditional recipes, including traditional
procedures. The tasty dog biscuits are nutritionally balanced to meet dogs’ needs
and are entirely
made in Italy, the
The range includes
Puppy & Junior
Delizie, Jungla Mix