CREATE LOCAL PARTNERSHIPS
Partnering with local trainers can be an effective
means of generating consumer interest in training and
behavior products, as customers often turn to their
local pet store for training referrals. Conversely, trainers
frequently make product recommendations.
This synergy provides retailers with an opportunity,
said Sarah Beck, founder of training-tool manufacturer
Doggie Don’t in Fort Lauderdale, Fla., who recommends
that retailers bring local trainers into the store.
“Perhaps every few months, retailers could do a
seminar addressing a certain dog behavioral issue with a
Q-and-A session,” Beck said.
Sarah Ercolani, president of Fun Time Dog Shop in
Whitmore Lake, Mich., said she has had a lot of success
partnering with local trainers who often refer customers
to her shop.
“Find out what your local trainers are recommending,
Social media should also be utilized to generate
interest. Facebook is the No. 1 news network in the world
today, said Emma Burkinshaw, registered veterinary
nurse (RVN) at Pet Remedy USA, a brand of Podium Pet
Products in Lake Worth, Fla.
“The currency it relies upon is social sharing,” she
said. “In effect, the customer and the channel are now
one and the same. Any sharing of your content is a tacit
endorsement of your content. Photo competitions, give-
aways and videos all work well on social media.”
Pete Fischer, senior consultant with training product
manufacturer Dogtra in Torrance, Calif., agreed.
“Dog people love using social media such as
Facebook and Instagram,” he said. “We like to implement
target campaigns such as tips or real-life stories in topics
that our consumers enjoy.”
Doggie Don’t in Fort Lauderdale, Fla., has introduced the Doggie Don’t Holster, which gives pet owners a new way to carry
the company’s Doggie Don’t Device.
“This is great if you are a pet parent like myself who walks multiple dogs at a time and who has several tools including a
treat bag and our Doggie Don’t Device,” said Sarah Beck, founder of the company.
The Arc Handsfree unit, developed recently by Dogtra in Torrance, Calif., is a Bluetooth-connected hands-free controller
with a 22-foot range.
“The versatile and flexible strap lets you attach the ultra-compact Handsfree controller anywhere—on your belt, wrist,
hand, etc.,” said Pete Fischer, senior consultant with the company. “The discrete, fingertip control is ideal for pet training in
the neighborhood, for field work or for police K9 training.”