OFFER WELL-PLACED SOLUTIONS
Jeff Werner, national sales director for Pet King Brands, the Westmont, Ill.-based maker of
Zymox and Oratene brand products, recommends creating a pharmacylike environment with
floor and counter displays featuring a selection of products focused on relief and general
skin and coat care. These can be easily placed in any area of a store, Werner said.
“Retailers creating a remedy section within the shampoo/cleanser aisle have seen the
best sales results,” Werner added.
At Odyssey Pets in Dallas, skin and coat products are displayed in the supplement
section on a large, wooden bookcase, said co-owner Sherry Redwine.
Products are shelved by category at Furry Face in Redlands, Calif., and include yeast
control, hot spots, allergies, skin and itch solutions, and flea and tick control, said owner
Establishing a natural section will draw pet owners seeking eco-friendly and nontoxic
products. For example, placement of a green leaf on signage can indicate plant-based or
low-petroleum products, said Jill Taft, founder of BarkLogic, a brand of New York-based Logic
“A skin care section that is divided into routine care and treatment areas makes it easier
for customers to locate products indicated for what they are looking for,” said Melinda
J. Mayfield, DVM, technical services veterinarian for Rialto, Calif.-based Vetericyn Animal
She also noted that displaying testimonials could be helpful for consumers who are not
quite sure what they need.
“Vetericyn is helping educate, too,” Dr. Mayfield said. “We’re now producing how-to
videos and blog articles to help pet owners and retailers learn about our products and the
different ways they can be used.”
“Many consumers want to give their dogs products that are good for them, without
any synthetic or toxic ingredients,” said Michelle Drnek, co-founder of a Tobiko in Hamp-
stead, N.H. “Just as a large banner or fun display will point customers to organic dog food,
that same idea can be implemented in other areas of the store, such as organic grooming
products, natural and organic pet toys, or local goods.”
Offering an interactive experience will attract consumers to new product lines and
create engagement with sales associates, said Janine Ling, owner of Kin+Kind in New York.
“Compare this to shopping malls, where stores have associates at the entrance providing fragrance samples,” Ling said.
The scent of room candles burning near the counter or deodorizing body sprays, with
testers to sample, will further generate interest, she added.
“The smell generally triggers a sale, or at least an interest in grooming lines, even for
customers who are shopping for staples such as kibble,” Ling said.
Retailers reported that for many dogs, a healthy
skin and coat starts in the pet food aisle.
What is driving growth in the skin and coat care category?