Pet Product News - April 2016

MANUFACTURER DISPLAY AND EDUCATIONAL MATERIAL

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.

INDUSTRY VOICES

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 sales management.

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-
munications specialist.

“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,
Mack said.

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.