DISPLAY TRICKS OF THE TRADE
Clustering brands together can work well, particularly as many leashes and collars, even though they’re
sold separately, are meant to be used together and
complement or fully match styles.
“One of the best things I did was rainbow some
brightly colored leashes on the endcap of my collar/
leash section,” Redwine said. “It’s eye-catching, plus,
when someone buys a harness and wants a matching
leash, they just go to the rainbow and pick the one
Tesene pairs some of the removable bows and
buds with collars and leashes on the regular displays.
“This calls attention to the fact that we carry these
products, but also gives customers ideas on how they
can use these add-ons,” she said. “We like to display
collars and harnesses on mannequins in the front window, by the collar displays and throughout the stores.”
People like to see how the products that they
are purchasing look out of the package. For this
reason, Preuss Pets uses mannequins to model
leashes and collars.
“We have also partnered with a local woman who
makes dog bandannas that slide onto dog collars,”
;reuss said. ;;e find that sliding a bandanna on a
standard-color collar helps to sell the combo.”
She added that displaying collars by color works
well, such as grouping pastels with pastels.
Preuss does something a little different with harnesses. She keeps them by the checkout counter, so
if a dog comes in and is difficult to control, the staff
can demonstrate how a harness works on the dog,
potentially leading to a sale.
Richter recommends displaying leashes neatly.
Also, to make sure the leashes are not hidden behind
collars, he displays groups of leashes that might have
unique features, for example, or will group them by
manufacturer, along with accompanying products.
“Our custom-built displays are the silhouette of
a dog house, with the lighting built into each unit,
shingles and all,” Richter said. “These have been a
fantastic way for displaying collars and highlighting
a category we have always tried to emphasize.”
Konorty suggested that leash and collar displays
be set up by size, design and color, as customers will
look first for size, then move on to look for their de-
Cross-merchandising certain products together
might lead to sales in closely related categories.
;;e find that the outdoor dog products do well
when merchandised with leashes, collars and harnesses because these products are all for getting outside the home and being active,” Spater said. “Many
people might not think about a backpack, but when
they are buying a leash or harness, they are in the
Manufacturers can also be helpful to retailers
looking for merchandising tools.
“We have provided a photo display that high-
lights the various positions our leash can work
with,” Drysden said. “For instance, Leisure Leash is
a short leash, and a standard-length leash, and offers
a hands-free option.”
Drysden added that the company can provide a
video clip to be played in-store to demonstrate the
Schmidt noted that retailers that equip the point
of sale with Flexi-brand displays generally experience a 20 percent increase in sales.
“We offer a large choice of rotating displays, promotion displays, panels, testers, crowners, etc.,” he
What are some reasons that a customer would purchase
multiple leashes and/or collars?
“The main reason
I see people purchase
collars is if they want
to have them for
i.e., no-pull harness
for long walks, safety
breakaway collar for
the house, fun and
festive collar for
floor manager at
Preuss Pets in
“They like to switch the look of their dog’s neckwear, or they simply
understand that a collar and leash are part of the wardrobe; they have
different collars/leashes for different occasions (night out on the town, park
play, cottage time, swim time, special occasion, etc.); some people like to
switch the functionality of the collar depending on the outing (at play, at
work, training, etc.); their dog’s personality; impulse.”—ERAN KONORTY,
founder and CEO of Angel Pet Supplies in Toronto
have purchased multiple
leashes if they have
multiple dogs or if they
like the variety of colors.
With our low price point,
this makes is easier for
those that like choic-
manager of Leisure
Leash in Temecula, Calif.
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