MANUFACTURER DISPLAY AND
Natural Paws in Scottsdale, Ariz., redesigned its product labels to make it easier for consumers to understand what the products
were designed to do.
“Because the look of the products themselves had changed, it was a great opportunity to change the educational materials
to match the new look as well,” said founder and president Elyse Horvath. “We created new fliers at that time, with all of the most
pertinent information in the forefront, and these became a great resource for my retailers to use with their customers.”
Educational literature provided by the manufacturer and a well-informed staff are crucial, said Jennifer DiGrazia, CEO of PawFlex
in New York.
“We provide comprehensive brochures, a laminated size chart and samples for stores to show their customers,” she said. “We
also have displays for our First Response Bandage Care Kits.”
Sometimes education can trump visual merchandising displays.
“This category typically does not sell itself,” said Toni Shelaske, owner of Healthy Pet Products in Pittsburgh. “Educating employ-
ees on the features and benefits of these products will help them sell more than anything.”
“Our manufacturers have not supplied us with any endcaps or educational materials for first aid, safety or summer products,”
said Laura Clark, co-owner of Wylie Wagg in D.C. and Virginia. “Education is, however, critically important. For that reason, we do our
own research and make a point to explain each new product in those categories to our team members.”
Innovacyn in Rialto, Calif., is launching a new, limited-edition endcap display called the Wound Care Center.
“This display holds some of our ailment-specific products, including Vetericyn Plus Hot Spot Spray and Ophthalmic Gel,” said
Courtney Mack, marketing communications specialist. “It arrives pre-built and stocked with product. Dealers can easily refill the
display with 3-ounce or 4-ounce Vetericyn products.
“We also have product-specific marketing supplies to enhance shelf display,” she said. “A colorful logo channel strip paired with
a ‘Wound & Skin’ shelf dangler would draw the customer’s eye to the shelf level.”
The company also offers free support to customers, dealers and partners, free in-store or online training, as well as complimentary
in-store marketing materials and promotional items such as product-detail shelf danglers, window clings and custom bag stuffers, Mack said.
WHAT ARE CUSTOMERS LOOKING FOR IN FIRST AID,
SAFETY AND SUMMER PRODUCTS?
“Customers are looking for simplicity
and convenience above all else. For first
aid, customers are looking for quick,
convenient solutions that are easily
administered in a stressful situation like
nail clipping. They want products that,
first and foremost, ease the pain of their
beloved pets while minimizing the mess
of expensive upholstery cleanups.”
—LORI FOUTS, vice president of sales
management for MiracleCorp Products
in Dayton, Ohio
“Natural remedies that are highly
effective and yet are safe. They also
need easy-to-use products that are a
solution to their pets’ problems.”
—JENNIFER DIGRAZIA, CEO of
PawFlex in New York
reported adding this product to
their pets’ first aid kits.
For quick and easy on-the-spot control of minor bleeding
caused by clipping nails, docking tails, wing clipping and
superficial cuts, MiracleCorp
Products in Dayton, Ohio, just
launched its Kwik Stop Styptic Gel Swabs, filled with Kwik
Stop Gel, and Kwik Tips.
“The Kwik Tips, which are
styptic-filled nail caps that
come with an easy applicator,
are great for at-home use and
are also available in a value
pack for the professional veterinarian and groomer markets,”
said Lori Fouts, vice president of
The company also has a new
line of safety reflective collars for
cats and dogs, Fouts said.
Innovacyn in Rialto, Calif.,
has been focused on improving
its Vetericyn Plus formula, said
Courtney Mack, marketing com-
“In recent months, we have
successfully increased the shelf
life to 24 months on all products,”
Mack said. “Our liquid formula-
tion remains effective if freezing
occurs, and our Hydrogel formu-
lation has an improved viscosity
for better spray coverage.”
The company also released
its Vetericyn FoamCare Sham-
poo, specially designed for pets
based on their coat density type,
SETTING APART ITEMS TO SELL
Industry insiders agreed that these products should be easy to find and, for the most
part, in their own section.
A retailer should have a first aid section and should limit selections to only the top
products, said Jennifer DiGrazia, CEO of New York-based PawFlex.
“Pet parents can always get pharmaceutical prescriptions at their vet, but they
need their local retailer when they want to choose a safer, kinder, gentler and natural
alternative treatment,” she said.
Toni Shelaske, owner of Healthy Pet Products in Pittsburgh, agreed that these prod-
ucts should have their own section and said they should be placed in a “visible location
with an interesting and eye-catching display.”
Elyse Horvath, founder and president of Natural Paws in Scottsdale, Ariz., suggest-
ed placing this category in an area that is viewable from the point of sale.
“Not everyone knows that they can try safe, natural remedies before spending big
at the veterinarian,” Horvath said.
“Pet owners often put the care
of their pets above the care of
themselves. They want something
that is the most effective and safest
product on the market. In addition,
we find when summer rolls around,
customers have other needs.
Customers want products that are
stress free to use, easy to pack
and carry, and are lightweight.”—
COURTNEY MACK, marketing
communications specialist for
Innovacyn in Rialto, Calif.