THE TRADE SHOW FLOOR
BY ADAM BAKER
Each year, ;lobal Pet Expo, co-produced by the Amer- ican Pet Products Association and the Pet Industry ;is-tributors Association, grows by
leaps and bounds—the show
has become so expansive that
it’s impossible to see everything. Walking the show aisle
by aisle will not only leave
you physically exhausted, but
it also won’t lead to the best
results. Here are some suggestions to help you get the most
out of the show.
Visit the New Products Showcase
first. This is a quick and effective
way to see what’s new from established companies and new
ones. Take notes about what’s
interesting to you and then
mark those companies on your
roadmap for the show.
Visit the new exhibitors section.
This usually is located adjacent
to the ;ew Products Showcase, so after you finish visiting
the showcase, you can quickly
walk the aisles filled with the
newcomers. This is an efficient
way to quickly identify the
new products that might be of
Develop a strategy. Your plan for
;lobal Pet Expo should re;ect
the strategy you’ve developed
for your store. If your strategy
is to focus on natural and organic products, then focus on
brands that offer these products
and skip the booths that don’t.
If products made in the ;SA
are important, then focus on the
companies that produce in the
;SA, and so on. If you;re an independent pet retailer, look for
the brands that will help you
create a differentiated product
assortment. It;s not important
to see everything. It;s a better
use of your limited time to meet
with the brands that move you
closer to the unique vision you
have for your store.
Know the brands you’re buying from. The world of retail is
changing dramatically, and independent pet retailers need to
develop strategies for success.
Much of this boils down to the
brands that they buy from. ;o
these brands have a distribution
policy that protects the independent pet retailer, or do they sell
to other channels like food, drug
and mass; ;o these brands have
minimum advertised pricing
policies in place to protect the
independent;s margins; ;o
these brands sell at aggressive
discounts on Amazon, making it
difficult for the independent to
compete; ;o these brands produce in the ;SA; ;o they make
their products from materials
that are safe for dogs and the
planet? The brands that you buy
from should reflect the values
that you express in your store.
;evelop a checklist of what you
need to be successful and seek
out those brands that align with
Plan ahead. Having a successful show requires some work
before you get there. Make sure
you go to the show with a clearly defined purpose, a list of what
you’re looking for and a checklist of what you need from your
vendor partners. By doing your
homework before the show, you
can be more efficient with your
time when you get to the show.
Don’t forget the sizzle. All retailers feature core products that
form the backbone of their business. ;our day-in, day-out sales
come from these core products.
But don’t forget to add a little
sizzle to go along with your
steak. Fun, eye-catching products are needed to keep the
retail experience exciting. It;s
important for the consumer to
see freshness in your store. By
freshening up a portion of the
assortment, you can capture opportunistic additional sales.
Hopefully these strategies
will help you make the most
of ;lobal Pet Expo 2017. I;ll see
Adam Baker is the founder of
Denver-based SodaPup, a USA-made, natural rubber dog toy
brand. SodaPup can be found at
Global Pet Expo in Orlando, Fla.,
at booth 3672.
How Planning a Strategy
for Global Pet Expo 2017
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