“IS SHARING A SIN?”

by Paula and Lewis Turner
Special to Pet Product News

Are we hallucinating… or is there a major faction in our industry who have gathered together and written the 11th Commandment- “Thou Shall Not Share?”

At first glance, it might appear as though there is a parallel between some who own pet stores and performers of prestidigitation; many feel that the magic community is made of only secrets. However, with one of us having been a professional magician for many years, we can attest to the fact that there are established organizations for the magic fraternity, with the sole purpose of facilitating the sharing of ideas, techniques and - most importantly - knowledge. If similar conclaves exist in the pet industry, they are very well hidden.

First, we thought we were the only ones to experience this top-secret hush hush mentality, but after speaking with retailers around the country, we have found our observations to be more factual than fiction. What is the cause for this concern?

Competition: If this is the fuel that drives the need for silence, then it is illogical. Arguably, if there was another independent within walking distance of your store, there might be some need for discretion. However, like any business, it is your motivation that guides the decisions. Ours is to improve the industry in which we make our living. One way is to give.

The sum of its parts
Is it not true that the whole is only as strong as its individual parts? Being that independents continue to make up the majority of pet owner retail outlets, it is incumbent upon us to ensure the strength of our position. Operating in a bubble does not accomplish that goal.

Bursting the bubble

Do you make a practice of only hiring employees who are less talented than yourself? Are you concerned they’ll take over your position? Why not create an environment where achieving is rewarded. When is the last time you met with your key staff and asked their opinion about anything? You might be surprised.

Our industry is not void of opportunities to communicate. This very publication is one example. Others include trade shows. On a couple of occasions, SuperZoo [an industry convention sponsored by WWPIA] has assembled a panel of pet storeowners to discuss various issues with others in the industry.

In this age of electronic communication, producing video or phone meetings is cost-effective and convenient. We have participated in a few of them. Recently, Happytails - manufacturer of a spa line for pets, Los Angeles, Calif. - combined a computer power point presentation with a conference call. It was educational and an opportunity to hear what other storeowners were doing to promote the product line. For a commitment of 15 minutes on the phone, we walked away with some good ideas and a $25 gift certificate!

Designer Consortium

Definition of Consortium: A group set up for a common purpose that would be beyond the capabilities of a single member of the participants. Other industries have done quite well with this concept. True Value Hardware is one example. Independent hardware stores can join the True Value group, participate in joint advertising, and take advantage of volume pricing on many products. But, each store retains its individual identity.

If this idea is of interest to you, then contact us. To get the ball rolling, we will share three of our most successful decisions that did not cost a lot, but either increased our profit with very little effort or made us stand out from the competition.

Kitty Feathers: For an investment of about twenty-five cents, we present (which is a different mind set than merely handing out), a peacock feather to each pet owner purchasing cat food or supplies. Doesn’t sound like much, right? However, you should see the reaction it gets from the customers. Most cats love feathers. They also tend to bore easily with their toys. You have presented the cat owners with a free gift that their feline will flip over (even if it’s only short term) and they will look forward to their next visit. We purchase the feathers from Mother Plucker Feather Co., Inc., Los Angeles, Calif.

10% Tuesdays: Each community has a customer traffic flow and there are, generally, one or two slow days during the week. In our area, it was Tuesdays. Reducing payroll was not an option because we still had orders to put out on shelves. Instead, we offered a 10% discount on everything. We made up fliers and posters. Once the word got out, Tuesday sales began to increase. The interesting aspect was that sales were not taken away from other days in the week. Tuesdays have even rivaled Saturdays during some weeks. How did we compensate for the 10% discount? Read on.

Increase to 99: We used to have a step system when setting our retail prices. They would end in 29, 49, 69 or 99. We raised everything to end in 99, with the exception of canned dog and cat food. This process made it very difficult for our customers to detect. If a product retailed for $9.29, we increased it to $9.99. How many of your customers actually remember cents? However, an increase of seventy-one cents for each product you sell in a month makes a noticeable difference on your bottom line.

Now it’s your turn. Remember… to share is human, but to give is divine.

If there are topics or issues you would like to see addressed in this column, please email us at lewisnpaula@petcarecompany.net and we’ll give it our best shot. To learn more go to: www.petcarecompany.net/great-reading.html

Lewis and Paula Turner own The PetCare Company in Hermosa Beach, Calif.

For Your Information:

Mother Plucker Feather Co., Inc: Phone: (213) 637-0411 Fax: (213) 637-0417

Happytails Canine Spa Line: Phone: (866) 427-7986 Fax: (310) 476-6098. Email: sales@happytailsspa.com. Web: www.happytailsspa.com

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