67 May 2018 Pet Product News International
CONTINUED FROM PAGE 63
MERCHANDISING & MARKETING
GETTING THE PRODUCTS NOTICED
Educational point-of-sales (POS) materials and proper in-store
placement are all key to skillfully merchandising and marketing
natural pet supplements and health aids, according to industry
Grizzly Pet Products in Woodinville, Wash., provides stores with
counter displays that provide point-of-purchase and POS materials
and necessary information to both stores and customers.
“Our products are high-margin and small-shelf space products,
which makes them ideal for gaining add-on sales by being placed
on endcaps or near registers,” said Chad J. Tillman, national
sales manager for the company. “Displays, endcaps and top-shelf
placements or near-register placements are some of the most
effective merchandising strategies; however, Grizzly supplements
also sell well when they are placed in or accompany the alternative
diet sections of stores.”
Strategies that get products noticed and keep them within
shoppers’ reach are, of course, critical to moving them off the
“You should keep the product accessible within a vibrant and
inviting format to generate interest,” said Dallas Dunn, purchasing
coordinator at Healthy Spot, which has stores throughout California.
Michael Stoeckle, president and CEO of Ark Naturals in Naples,
Fla., recommends that pet specialty retailers have information
available at the display location on the benefits of the products and
their formulations. “We provide comprehensive collateral materials
for retailers and consumers,” he said. “It is important to organize
displays by targeting a need or remedy for supplements.”
At Total Dog Co. in New Hope, Minn., the supplements are bundled
together in the store’s “pharmacy.”
“We have everything together and sorted by the kind of issue they
would deal with, rather than brand,” said owner Sue Weyrauch.
Ian Quinn, CEO of Phyto Animal Health in San Diego, suggested
that retailers ask a family member or a friend to locate a high-selling
item in the store and observe their behavior.
“Note where they expect to find information and make sure you
place the signage in these key locations,” he said.
Samantha Henson, clinical pet nutritionist for Premier Pet Supply,
which has stores in Michigan, said that the stores are well known for
having an entire aisle of supplements and health aids.
“We make sure to stay up-to-date with new products coming to
market,” she said. “We dedicate a lot of space to natural products and
have 16 feet for natural supplements.”
Ark Naturals, headquartered in Naples, Fla., has new product release plans for later this year.
“We now offer Sweet Potato and Cranberry Joint Rescue products with our Sea Cucumber formula,” said Michael Stoeckle, president
and CEO of the company. “We will have a significant launch of new items sometime in 2018.”
Mendota Pet in St. Paul, Minn., has responded to recent supplement trends by providing more products, such as DERMagic skin care,
that are all natural and contain no toxic ingredients.
“Our health line offers all-natural supplements with no chemicals,” said Chrissy Calimano, sales and social media manager for the
company. “DERMagic skin care can be used for skin issues like black skin disease, yeast infections, alopecia and irritated itchy skin.”
Additionally, Phyto Animal Health in San Diego, recently launched its Vitality line of hemp-derived cannabidiol (CBD) liquid supplements.
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