July 2017 Pet Product News International
PROMOTE A FESTIVE FEEL
“It is critical to make the whole store fun and quirky,” George Richter,
co-owner of Dog.Dog.Cat. in South Lake Tahoe, Calif., said about
holiday season displays.
He said he gives seasonal products front and center
The team at Woof Gang Bakery Inc., a chain with headquarters
in Orlando, Fla., “works hard to put people in the holiday spirit by
decorating … stores in a themed atmosphere, complete with music
and décor, to really create the perfect backdrop for the holiday and
seasonal products,” said CEO Paul Allen.
Several sources shared their favorite display techniques:
• Design beautiful thematic window displays that combine several
categories—collars, coats, toys and beds—to tell a story, said
Donna Bodell, vice president of Up Country Inc. in East Provi-
• Bring in a small tree and hang small ornaments and dog and cat
toys on it. On a fake mantle, place stockings filled with toys. And
place one item out for display, with the rest wrapped underneath,
said Robin Kershner, executive vice president of Pet Palette in
• Create engaging displays based on activity—such as bikes, tents,
hiking boots, etc.—to show customers what pet products are
available for the seasonal activities they engage in, said Susan
Strible, director of marketing for Ruffwear in Bend, Ore.
• Stuffed mannequins can help with clothing and accessory
displays, and Larry Oltmann, owner of Clark Feed and Seed in Bellingham, Wash., said he displays up the store wall about 15 feet in
addition to enlarging manufacturer-provided photos of animals
using their gear and hanging them on the walls.
• Both Oltmann and Spencer Williams, owner and CEO of West
Paw Design in Bozeman, Mont., recommend using video
“The future of marketing is all about video, so we recommend
using video to grab customers’ attention,” Williams said. “Video
is a fun and easy way to tell a story.”