BEST BEDDING DISPLAY
Samantha Henson, merchandising manager for Premier Pet Supply,
which has stores in Michigan, said the store dedicates an entire half of
an aisle to beds.
“I stack the beds where they can be easily seen and touched by the
customer,” said owner Peter Berman. “I want them to be able to really
see and feel the craftsmanship and quality of the beds. I try to have a
good representative sample of the styles and patterns that do best in my
store. I will display a medium bed, but also have a large or small in stock
just in case a customer wants it in a different size.”
“Having video in-store is the most powerful single thing you can do when
it comes to selling a product that is feature-rich like ours,” Crotts said.
The company provides retailers with product videos that loop to
promote its products and their benefits to pets. In addition, all BuddyRest
product tags and brochures feature QR codes that automatically pull up
the company’s videos, Crotts said.
“We have all of our mats hanging in order of size and all of our beds
on shelves,” she said. “Customers love being able to handle the beds, lay
them on the floor, have their dogs try them out, etc.”
Making it easy to interact with the dog beds is key, agreed Joanna
Rein, president of Soggy Doggy Productions LLC in Larchmont, N. Y.
Courtney Stamm, owner of The Cheeky Puppy in Washington, D.C., said
she often struggles with how to display the beds in the store because they
take up a great deal of space yet are not among the store’s top sellers.
“Our current floor plan has a sampling of beds on our first level to
ensure that customers know we have them, but the majority of beds are
displayed on our small, second floor, where we can also have a swatch
book and photos of other bed styles that we can special order,” she said.
“Given that a dog bed usually requires more of an investment than
other dog products, it’s important that customers get the chance to
see, feel and know all they can about a product,” Rein said. “We prefer
to include at least one [of our company’s] Super Snoozers, without any
packaging, on our displays so customers (both dog and human) can lay
on the bed, lift the bed, feel the fabric, and see how easy it is to remove
and reattach the antibacterial microfiber cover.”
Even though Rock Dog & Cat in Los Angeles is only 750 square feet,
the store makes the most of its space.
ShammyTowel201605_3V_DGS_PPNI.pdf 1 3/23/16 9:20 PM
Having at least one bed on display for each style is important, but
retailers shouldn’t underestimate the power of video, said Trevor Crotts,
executive director of BuddyRest in Wichita, Kan.
Short on space? Display dog bed pattern swatches so pet owners
can place custom orders.
CALL ATTENTION TO DOG BEDS
Manufacturers have come up with a variety of ways to highlight dogs beds, both in
and out of the store.
“Our packaging, website, social channels and sales materials are clean, clear
and cute—who can resist Truman, our featured bulldog?,” said Michelle Winowich,
national brand and sales manager for Troy, Mich.-based WellnessMats. “To assist us
in spreading the word about the mats, we are working with magazines, TV shows,
bloggers, vets and more. We want to engage with our consumers, hear about their
pets and [know] how our products are helping.”
HOW CAN RETAILERS
MAXIMIZE SALES OF
P.L.A. Y. (Pet Lifestyle And You) in San Francisco provides its retailers with a
printed board with sales points for display alongside the beds, said Lisa Hisa-
“Customers have so many different
options for where, when and how
to make their purchases these
days that I offer up our shop as the
helpful, knowledgeable option that
can sort through the myriad options
available to find just the right bed
for you and your pet.”—COURTNEY
STAMM, owner of The Cheeky Puppy
in Washington, D.C.
mune, associate director of sales. The board calls out features such as designs
available, the fact that the beds can be washed and dried, and eco-friendliness.
“We also have a dedicated resource web page with video selling tips, product
images, banners and video instructions on how to assemble and disassemble
a bed for washing,” Hisamune said. “These informative resources help a lot
when training a stellar sales team and can be conveniently accessed anytime,
In addition to seeing the sizing and the colors/patterns of bedding, pet owners
want to touch and feel the bedding and read about the features and benefits prior to
purchase, said Wonjung Song, director of product development at Worldwise Inc. in
Novato, Calif. That’s why it’s important for staff to know all of the beds’ benefits and
have materials on hand for customers to look at.
“I always make sure to [display] the
merchandising materials from the
company like fabric swatches on the
ready for customers to look at and
touch.”—PETER BERMAN, owner of
Rock Dog & Cat, which has stores in
La Cañada Flintridge, Calif., and Los