for people and have trickled down to the pet industry,” she said,
adding that one brand she carries is known for both giving to charity and formulating products that mirror human beauty trends.
EXPERIENTIAL DISPLAYS BOOST SALES
Spa products are best merchandised by highlighting the experience, industry insiders noted.
;;ince this is definitely a product that women purchase, ap-
peal to their sense of luxury or relaxation,” Dial said. “Creating a
display that brings together multivendor groupings of items for
pets is a great way to showcase the spa idea.”
;icolosi said retailers should le;erage the benefits of attrac-
tively packaged products in this category.
“We all know that packaging is very important, especially
when pet owners are looking for and willing to pay a little more
for those similar spa products in the human market,” he said. “I
would certainly merchandise these types of products in the spa
section of your store. Most pet stores, and even grooming salons,
have an area dedicated to these types of products.”
Two Bostons displays its spa product assortment on glass
shelves and groups them by brand to make it easy for staff to dis-
cuss them with customers. ;hile ;enus De Fido reported finding
success grouping like products together for more visual impact.
Brandly suggests adding loofahs and spa stones to dress up
displays of spa products.
Sampling or in-store demonstrations can be a fun way to market these items and spark conversation, insiders said.
“[Spa] products sell well when you put a display or endcap
together, throughout the store or at the register with testers to
smell,” Campanella said. “[Retailers can use] creative marketing
approaches with these products because they’re different. Offer
something that thrills and excites the pet parent.”
To promote sampling and return sales, Reliq offers sample
shampoo pouches for retailers.
“This gives the consumer a chance to spend $1 or $2 to try on a
new product,” Fang said. “Most people have no problem buying
that, and they can use it when they travel with pets, too. Most customers purchased them and came back for a regular-size bottle.”
A big part of boosting spa product sales is education and finding the right fit for clients, ;esene said.
“It’s important for customers to feel empowered to bring their
own shampoos into their groomer to be used on their pets,” she
added. “Many groomers will use an oatmeal-based shampoo,
and that isn’t the best choice for most dogs. Educating our customers about this, and then offering a good option for their pet,
has been really rewarding.”
VISIT US AT GLOBAL PET EXPO - BOOTH #5667
(near the new products showcase)
SMART PET PRODUCTS
SMART PET PARENTS
BEDS • COLLARS • LEADS • TRAVEL