What are the best ways for retailers to educate their
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1. Offer testers
“Providing testers of the products is a great place to start,” said Alina Smith, CEO and
co-founder of Pet Releaf in Denver. “It’s one thing to tell consumers a product works; it’s
another thing to allow them to smell and touch the product and see its application.”
2. Block by brand or manufacturer
“After determining that our customers became loyal to certain brands after successful
usage, we quickly learned that by grouping products by brand instead of style or condition,
customers were picking up more add-on purchases,” said Barbara Herman, owner of Dog
Style Canine Supply Co. in Longview, Texas.
3. Use signage
“Merchandise an area within the store for grooming and bathing with signage,” said John
Vasone, head of sales for Conair Pet Products in Stamford, Conn.
Justin Pohl, vice president of BioDerm Laboratories in Longview, Texas, recommended
hanging signage from the ceiling that says “Natural Shampoos Here.”
4. Place in busy areas
“Place the display in high-trafficked areas that are near where [customers] drop off and pick
up their pets who are being groomed,” Smith said.
5. Keep it simple
“Going back to natural wooden displays draws the eye to stand out in the minutia of everything that’s there,” Pohl said.
6. Present promos
“Provide in-store promotions geared directly towards the products and display,” said James
Brandly, copywriter and public relations specialist at TropiClean in Wentzville, Mo.
7. Know your audience
“Knowing your customer base is by far the most important key to providing standout
displays,” Herman said. “In our store, we found that presenting the grooming lines in a bou-tique-style placement—grouped with flowers, toys or other appealing items—works best,
although our store isn’t necessarily a boutique.”
Already in the first quarter of 2018, a variety of new products focused on the skin and coat available for pro- fessional groomers have been introduced to the market.
Last month, BioDerm Laboratories in Longview, Texas,
launched Bio-Groom Indulge, a sulfate-free shampoo containing 100 percent pure argan oil. Available in 12-ounce, 1-gallon
and 5-gallon sizes, the tearless hydrating and conditioning
shampoo contains no thickeners or fillers and is formulated for
all skin and coat types, the company stated.
“It cleans and conditions as it restores and repairs dry skin
and damaged hair,” said Justin Pohl, vice president. “[It] will
not strip any natural oils from the skin or coat, [and it] rinses
out quickly for a faster rinse time and is nonirritating.”
The product is safe for puppies and kittens, and it is biode-
gradable and pH balanced, according to the manufacturer.
Espree Animal Products in Southlake, Texas, introduced
a charcoal line, which includes Charcoal Shampoo, Charcoal
Conditioner and Charcoal Mud Bath.
“The entire Charcoal product line from Espree is designed
to purify the skin and coat by removing toxins and returning
the skin and coat to its most natural state,” said Shannon
Moore, grooming education director. “It is designed to detox
and re-energize the skin and coat while removing harmful
toxins and brightening the natural coat color of your dog.”
More releases are expected for professional groomers
“Groomers should keep an eye out for even more ground-breaking groomer products joining our line in 2018,” said Alina
Smith, CEO and co-founder of Pet Releaf in Denver.
The company’s Canna Care Topical product contains
cannabidiol oil and is intended to provide relief from a variety
of conditions and skin issues.
John Vasone, head of sales for Conair Pet Products in
Stamford, Conn., said his company plans to add “some premium professional items in the back half of 2018.”
7 DISPLAY STRATEGIES TO INCREASE SALES
Product placement boosts category awareness and sales. Industry insiders offered
several strategies to help pet specialty retailers make the most of their displays.
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