category should continue to look for opportunities to market these products and
educate customers on their potential benefits, according to industry participants.
“Host in-store promotions and offer
online coupons that showcase different
pet supplements,” Brandly said. “Tropi-
Clean offers numerous resources on our
free pet professional site on our website
for retailers to utilize. It’s our role to pro-
vide solution-based dog supplements that
are effective and easy to use with packag-
ing that clearly communicates its appeal
to pet parents.”
Bend Pet Express, which has two lo-
cations in Bend, Ore., dedicates the en-
tire month of September to food toppers,
mixers and supplements that can be add-
ed to pets’ food, with a promotion called
“What’s in your bowl?”
“We get that most people add some-
thing into their pets’ food bowl, so we
have samples, freebies and screaming
deals in September to allow [customers]
to try stuff out,” said Kim McCohan, chief
happiness officer for the stores. “This is
where we talk one-on-one about supple-
ments and adding them into their pet’s
diet for that extra kick.”
Additionally, in June, the store heavily
promotes calming supplements in antici-
pation of July Fourth fireworks, which are
a source of anxiety and fear for many pets.
Retailers can also boost consumer
awareness of the category by placing
products in prominent areas of the store
and creating attention-grabbing displays.
TropiClean offers a merchandising
display for its Life by TropiClean line that
groups the supplements together in organized rows.
“Retailers need to keep their shelves
clean and easy to navigate to attract peo-
ple to the supplements,” Brandly said.
“The packaging and display helps catch
the customer’s eye, helping educate the
customer on each product.”
At Bend Pet Express, the most com-
mon supplements are displayed next to
the stores’ popular kibble bags so custom-
ers can grab both at the same time.
“Signage helps,” McCohan said. “
Imagine a senior bag with a hip and joint product next to the bag with a sign that clearly
indicates this is for those dogs that need
a little extra help standing up. We also
created really simple mini signs that are
nothing but an image to get the point
across—a tooth to indicate dental health,
a scale for weight loss, an up-close hair
follicle for skin and coat, etc.”
Forrest said he places trending natural
supplements toward the front of the store
by the checkout area.
“This is where we have the most traffic and have the most potential influence
[over] our guests’ purchasing habits,” he
Pawz On Main merchandises supplements in different areas of the store.
“Some new products are displayed
right at the checkout counter,” Strong said.
“The remainder have their own unique display cabinets and cases in prominent areas of the store.”
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