ing, such as homeopathic remedies and
retailers will often stock merchandise
based on the items that are most commonly requested by consumers. Blum
said that petagogy carries a good selection of the most commonly purchased
supplements and products in various delivery formats.
James Brandly, content writer and
public relations manager for Wentzville,
Mo.-based TropiClean, recommends a
“When putting together a compre-
hensive selection, research brands and
what products they offer,” he said. “Make
sure you have products that address the
top demands in the supplement category
and meet today’s standards and require-
“When you know [your customers],
and they are not just a number, they will
tell you more,” Brewer said. “They might
not have even been looking for a solution
to a problem but in passing may men-
tion itching, digestive upsets, etc. When
you just listen and get to know them, you
hear the same issues, so we make sure we
have solutions to help.”
Another factor retailers should consid-
er is simplicity so that the shopping expe-
rience is straightforward. Thus, stocking
products with easy-to-understand pack-
aging and directions should boost sales,
A store’s geographic area might also
provide an indication of what types of
supplements to include in an assortment.
“in Maryland, we have a lot of dogs
with allergies, so we have many different options for helping boost the immune
system and relieving allergy symptoms,”
retailers might also want to take into
consideration weather and other local
factors when deciding what to stock.
“in many cases, it’s more about the
season and whether the store is in an urban area or a more rural environment,”
said susan Weiss, CEO and founder of Ark
naturals products for pets in naples, Fla.
“Urban areas tend to have customers with
smaller pups; suburban and rural areas favor larger dogs; and with that, the lifestyle
of the pet changes.
“We designed the simple solutions
sets to make it especially easy for retailers to merchandise products that cater
to issues their pet customers have,” she
As many consumers seek products
that are certified, Tillman suggested sticking to brands that have the nAsC logo.
“These brands are held to much higher standards and can only carry the nAsC
logo if they produce legitimate supplements that work,” he said.
For the same reasons, he recommended stocking market-leading brands, which
help bring in customers.
However or wherever pet retailers display
their assortment of supplements, consumers should be able to immediately
identify a product’s purpose.
Weiss said that most retailers display
supplements by use, but that there are
pros and cons to this method.
“The plus is that the consumer gets
to see all the products that retailer car-
ries for that issue,” she said. “The nega-
tive to that is that human brains don’t do
well when a bunch of products are next to
each other; when the brain is confused,
the human does not make a decision, so
often no sale occurs.”
The solution, she said, is to make sure
that salespeople are proactive in engag-
ing with customers.
some industry experts suggest that
retailers might want to avoid having too
copious a selection of products in the category.
“When there are too many options
for one issue, people get confused and
overwhelmed,” Brewer said, adding
that Crunchie’s keeps educational literature within easy reach.
Tillman said that because supplements are typically add-on sales with high
margins, often, the most effective way to
sell them is to place them where shoppers
can’t miss them.
“supplements should have their own
section near the register or points of purchase so store associates can easily recommend a supplement to any pet parent
based on their needs,” he said.
However, cross-merchandising supplements with food can also be helpful if a
particular supplement is something that
can be added to food, but be careful about
displaying them near treats, said Bethany
Kassebaum, merchandising specialist at
“Treats include added ingredients with
claims of improving skin and coat or hip
and joint, but [these do not] compare to
the benefits of supplements,” she said.
“By displaying them separately, this will
help the customer see the difference between each category.” ~