to use all outlets, even literature, but, generally speaking, conversation
goes the furthest in reaching people.”
Jennifer Larsen, co-owner of Firehouse Pet shop in Wenatchee, Wash.,
agreed, adding that talking to customers and inquiring about their needs
can be particularly helpful in the travel section.
“We ask a lot of questions and go through the products with them,”
2. DIgITAL MEDIA
From blogs and social media posts to videos and podcasts, pet specialty
retailers and manufacturers are using all the digital mediums at their
disposal for education purposes.
“We have done a lot of education in our store and on social media,”
said steve Dunker, president of Tails to Remember Pet services in
Pasadena, Calif.-based sleepypod makes instructional videos available
to its customers, said Michael Leung, co-founder and lead product
“When well executed, videos provide a visually stimulating and easy-to-follow tutorial,” he said.
Lorien Clemens, vice president of sales and operations for PetHub in
Wenatchee, Wash., said the company’s “partnership with goPetFriendly.
com has been key to helping us educate folks about important travel
safety tips, as well as explaining how digital identification for pets is a
critical part of keeping them safe. We’ve had tremendous success with
infographics and online stories, and we’ve also started a podcast through
Voice America called ‘Pet Lover geek’ that helps us get out a ton of great
pet safety and innovation news.”
3. EMPLoyEE EDuCATIoN
Both retailers and manufacturers said they value store staff education and
find it helps drive consumer education and sales in this category.
“We love to train the store associates,” said gordie spater, chief
business officer and co-founder of Kurgo in salisbury, Mass. “you must
make people comfortable opening the conversation. We leverage videos in
training store folks. Also, offer signage and infographics that tell the data,
needs and why these items are important.” PPN2_18H_HKCP.pdf 1 1/23/18 8: 38 AM