DISPLAYS NEAT, CREATIVE
With supplement displays, clear and understandable messaging is important.
Simple and informative messaging drives sales, said Steve Twohig, vice president of
Nutri-Vet Wellness in St. Louis.
“Reduce the amount of product in a display and increase information; information
makes for an educated consumer, which translates to selling more product in the long
run,” he said.
Signage and literature are a must, said Heather Moran, owner of The Doggie Bag in
Lakeland, Fla., and she prefers a full display.
“Ones and twos of products don’t make for a good display,” Moran added. “Customers
are more likely to make a purchase when the display is full. Dedicated space is another must.”
The Doggie Bag’s supplements are displayed on round tiers in the center of the shop in
a high traffic area, she said.
“We have found that concise but clear messaging is very important,” said Kelly Allday,
marketing director for LubriSynHA, a brand of Halstrum LLC, in Simpsonville, Ky. “It is vital
for consumers to know exactly what you want them to in the shortest amount of time.
Supplements have become a very saturated market, and the best way to reach people is
to stand out as much as possible.”
Gary Albert, owner of Ruff Life Pet Outfitters in Petoskey, Mich., carries a lot of Herb-
“I bought the display from Herbsmith and then custom fit that into my current wall
shelves, thereby creating its own little niche,” he said.
At The Puppy Pantry, which has stores in Georgia, owner Heather Nichols uses crates,
baskets and bookcases to showcase supplements, along with signage.
Supplements should be in a highly visible, high traffic area, said Ryan Holden Singer,
founder of K- 10+ in New York.
“This is because, in many cases, the supplement sections can be small and often
overlooked by the consumers,” he said. “The amount of pet owners using supplements is
low, although growing, and customers need to be made aware they exist.”
“I recommend eye-level shelf space for supplements as well as grouping them near
the food section,” Heidi L. Nevala, president of Natura Petz Organics in Minneapolis. “Pet
parents who buy premium foods are already conscious of quality, likely acknowledge that
diet alone does not supply all necessary nutrients, and are looking for healthful additions
to round out and balance their pets’ diets and wellness needs.”
Getting consumers’ attention while they’re shopping for food—the most-purchased
pet item—is vital, agreed Rick Witte, vice president of sales, pet channel for Vital Planet in
Palm Harbor, Fla.
“Use signage, shelf-talkers or other ‘pointers’ in your food section to point your customer to your supplement section once they’ve made their food selection,” Witte said.
Supplements also can be cross-promoted with grooming products, said Ara
Bohchalian, president and CEO of International Veterinary Sciences in Anaheim, Calif.
“The ingredient base for our Lipiderm Healthy Skin and Coat supplement works ex-
ceptionally well with our Quick Bath Wipes, because they both contain similar component
ingredients that help maintain the overall health of your pet (from the inside out),” he said.
using too many ad
en “More focus to-
and raw options.”
—LORIN GROW, owner of
Furry Face in Redlands, Calif.
INDUSTRY VOICES EXTRA
WHAT IS TRENDING IN PET FOOD?
Mixers and toppers are a growing cate-
ross-functional foods that can be fed alone
pets’] meals might be thrown off balance by
CEO of The Honest Kitch-
“Non-GMO foods are
in, and organics are
out. Consumers have read arti-
cles and stories about companies
and are more concerned about
what they put in their bodies as
well as what they let their animals
consume. Grain-free diets are still
on the rise and make up about 50
percent of our total dry sales. And
lastly, higher-quality and -quantity
of protein is the new buzz.”
—CURT JACQUES, president of
West Lebanon Feed & Supply in
West Lebanon, N.H.
clip strip display