THE IDEA

When Cassagne learned that one of her favorite customers wouldn’t be bringing in her Labradane, Raven, for her 11th birthday because of dog reactivity, the store owner decided to do something about it. Cassagne hung a birthday banner, put on soothing music and opened before regular hours so Raven could shop in private.

“I just filmed her a little bit, here and there, showing her experience,” says Cassagne, who then posted the video on TikTok. “And that’s when it completely took off, which is completely amazing because it’s bringing a lot of awareness to reactive dogs.” The sessions also can help to lessen such behavior as the dogs get to experience more of the world and have the opportunity to increase their tolerance while out and about.

THE EXECUTION

When customers email the store to request a private shopping experience, Cassagne sends them a list of questions about their pet, including what they are reactive to. She typically gets responses that are pages and pages long.

At first, she booked appointments on Saturdays and Sundays only, but has since expanded to availability during the week before opening and after closing due to demand. Each furry shopper gets 20 minutes in the store, and Cassagne blocks off 10 minutes before and after if needed so dogs don’t overlap.

She creates TikTok videos of some but not all of the reactive shoppers. “Some of them I film from a distance, and some of them I don’t film at all or post them because they are people-reactive,” too, Cassagne says, explaining that in those cases she stays in her office, where the dogs can’t see her, until customers are ready to check out.

Showing the moving movements of these dogs going from nervous to coming out of their shells helps the TikTok videos go viral. One of a sweet pup named Lucy, dressed in a red hoodie with “LOVE” on the back, wagging her tail and running around the store with different toys in her mouth before stopping for a pup cup, has 1.5 million views.

THE RESULTS

Cassagne has seen increased customer satisfaction, positive Google reviews and a boost in sales thanks to the store’s private shopping appointments. Also, big brands are now reaching out, wanting to get into her store and on her TikTok account, which has more than 3.2 million Likes. “We’re just getting a lot more recognition than I ever thought we would,” she says.

Thanks to the videos going viral, Cassagne has even heard from other pet retailers who want to start their own program. As great as all that is, she stresses that social media fame isn’t really what it’s about for her. “I’m just happy seeing the owners watch their dogs shop.” She says they literally have tears in their eyes as their dog sniffs around and enjoys the experience because they’ve never been able to do that before.

The post Reactive Dogs Get the Space They Need at Spoiled Bitch Dog Boutique appeared first on PETSPLUSMAG.COM.

THE IDEA

A few years ago, Ben Ford says he was tinkering with different concepts for an in-store experience that would make customers want to hang out longer. He had a eureka moment.

“I was working on our Treat Bar, and I thought of drilling a hole in it so the dogs could just follow their noses and have easy access to treats,” Ford explains. “I drilled a hole through a piece of plywood, slapped a little paint on it and held a naming contest with our followers on social media. We narrowed it down to three ideas, put it up for a vote, and that’s how the ‘Treat Chute’ was born.”

THE EXECUTION

The Chute became such a popular attraction and photo opportunity that Ford decided to create three different iterations out of PVC piping for the other Barkery locations as they opened. Instead of handing treats directly to dogs — and running the risk of getting nipped — employees simply drop the treat into the top end of the chute, located behind the register.

“It rolls down the pipe and shoots into the bowl,” he says of one version, “so you don’t have to touch anything. And with these strange times with COVID-19, a hands-off approach is always the better idea,” he says.

The Chute has become such a hit with Barkery customers that they make a beeline for it now. “They know what they want and what to expect,” Ford laughs.

THE RESULTS

Not only does the Treat Chute serve as an ice breaker and conversation starter with new customers, it also has become a fabulous photo op, generating plenty of Barkery buzz online.

“The pictures alone have benefitted us a lot,” Ford says. “We have a Chute mounted on the outside of our Treat Trailer at Magnuson Dog Park, and even when it’s closed, we get pictures of people using the Chute to give treats to their dogs.”

Meanwhile, he continues to come up with ideas for keeping the Barkery’s doggie regulars excited and engaged, although some concepts haven’t progressed past the experimental stages.

“I thought about creating a little treat catapult, but that got kind of crazy,” Ford says.

The post The Seattle Barkery’s Treat Chute Wows Pets and People appeared first on PETSPLUSMAG.COM.

THE IDEA

“I compete in a lot of dog sports,” Youngblood says. “And dog sports people are obsessed with collars.”

Collars and leashes color coordinate with competitor themes, like that of her flyball partner Berserk: mermaids. The Bostie wears blue, pink and purple.

Youngblood had already been carrying dog sport-friendly leashes made from BioThane, a nylon webbing with PVC coating that makes it more durable, waterproof and easy to clean. Fellow competitors who shopped at her store began asking for collars, too.

In 2017, she partnered with a local artisan to make them.

“I started doing plain collars, and then they were like, can you do sparkles, can you do jewels, can you do 2 inches, can you do 3/4 inch? It blossomed from there.”

Soon, pet parents outside of the dog sports community began placing custom orders.

THE EXECUTION

Customers can begin the design process at the store, which stocks a small inventory for inspiration or purchase. More examples are in a photo book there, while online shoppers can look at photos on Facebook.

Youngblood will then go over the various options and discuss their suitability.

If “they have a Yorkie, maybe a 2-inch collar is not going to be great,” she explains, adding that her recommendations vary by intended wear as well. Dog sports competitors bring on the bling for shows, but like pet parents choose more simple collars for everyday wear.

From there, Youngblood says it’s all about “making their vision come to life.” She then fills out an order form, referencing designs in the book and noting customization. Completed items typically arrive at the store within five business days, for pickup or shipping.

THE RESULTS

Youngblood sells 30 to 50 custom collars and leashes a month, the latter during peak dog sport and the holiday seasons. Two main factors drive the steady sales: BioThane and customization.

BioThane looks and feels like leather but at a more modest cost, allowing her to offer high-quality, custom-made products at a much lower price. Even with a 70 percent markup, her most expensive collar to date retailed for $80, and “it had 150 jewels on it.” Most collars run $30 to $45, with leashes at $10 to $12.

Meanwhile, affordable customization encourages repeat orders, especially from dog sports competitors who like to regularly refresh their dog’s gear.

To learn more about how Youngblood offers custom collars and leashes at her store, watch the interview!

The post This Indiana Store Offers DIY Design of Dog Collars and Leashes appeared first on PETSPLUSMAG.COM.

Participants learn translatable skills by baking treats and by sewing dog bandanas and other items. They help run the nearby PawsAbilities store and work elsewhere in the community.

Heather Bever, who owns the dog day care and boarding facility with her husband, Danny, says that when Inclusion Connections approached them, “We knew we wanted to get involved. We started by selling their products and participating in fundraisers.”

THE IDEA

Hire through the program. In 2017, they decided to take the partnership a step further.

“After about a year of working with PawsAbilities, we discussed hiring one of their participants who was seeking employment with animals,” Heather says.

Those in the program learn to use kitchen equipment and sewing machines. They also develop retail skills, including interacting with customers and talking about various products.

“Our goal is to assist participants in procuring employment within a field in which their passion lies,” program coordinator Jennifer Beruan says.

Sam Rogers (pictured here) found employment with Heather Bever (above)of Fetchers Play & Stay through a program that provides skills training to those with developmental disabilities.

THE EXECUTION

Conduct interviews, make a hire. PawsAbilities chose three participants to interview for a dog attendant position at Fetchers. Heather and Danny met with the candidates, along with a program representative “to help the individuals with the question-and-answer flow,” Heather says. They also evaluated each candidate’s interactions with dogs.

Sam Rogers landed the job and began work in September 2018. He came with a resume that included PawsAbilities training and experience, plus competition in seven sports during the Special Olympics.

“Sam was great for the job because he has an amazing work ethic, attention to detail and loves all types of dogs,” Beruan says.

THE RESULTS

Win-win-win. Fetchers gained a valuable employee. Heather says of Rogers, “We call him the ‘dog whisperer’ because whenever he is in the yard, the dogs just naturally gravitate toward him. They are calm and happy when Sam is around. He knows how to handle them, how to clean up after them and what to look for so they don’t get too crazy when playing.”

Rogers gets to do what he loves and move forward in his professional and personal lives.

“Sam is now able to save for his future and feel his independence in being able to provide for some of his own life needs or wants,” Beruan says.

And by hiring Rogers, the Bevers have expanded their support for a program they believe in.

“It’s an amazing organization. We are just so honored to be a part of one of their employment stories.”

The post A Kansas Store’s Work with a Nonprofit Leads to a Valuable New Hire appeared first on PETSPLUSMAG.COM.

Paws on Main offers assistance — with product packages, plus referrals to its sister business, A Place for Paws dog day care and training facility.

THE IDEA

Bundle by Problem

Dani Edgerton founded A Place for Paws in 1999. In 2017, she purchased Paws on Main, a retail store just minutes away. It gave her room to stock and sell personally recommended products for common pet health and behavioral issues.

In 2019, Edgerton took her recommendations to the next level after adopting WhizBang! Retail Training’s Retail Mastery System.

“It talked about bundling to upsell,” she says.

Edgerton created the New Puppy package, as well as Super Chewer and Training for dogs of all ages, with each one outlined on a card with a product checklist on front and training tips on back. She includes touts for A Place for Paws services on both sides.

Per WhizBang!, prices are not discounted. The card simply lists total cost per size of dog.

THE EXECUTION

Provide Focus with Flexibility

Edgerton created the package cards herself. They sit in a Peanuts-inspired holder at the register, within easy reach for staff who are asking customers how they can help.

Pet parents do not have to buy everything on a checklist, which happens regularly with the New Puppy package. “We ring everything up separately anyway,” Edgerton explains. “The card just gives them a guide as they’re walking around the store. Customers will say, ‘I need this and this, but I already have a crate.’”

Just as pet parents appreciate the flexibility, so does she. It allows her to regularly change the packages. Edgerton may want to introduce a new toy or take away a product not selling well.

“There may be something that we as trainers know is important, but for whatever reason customers don’t want to use. We had Bitter Apple in Super Chewer, but found that they didn’t like the idea or didn’t think they needed it. In that case, it made them less interested in the package as a whole, so we took it out.”

THE RESULTS

Boost in Sales & Referrals

With the packages, Edgerton says, “The average per sale is higher — double or more because of the suggestions, all coming from experts.”

The cards also create a beneficial loop with A Place for Paws. New Puppy includes an invite to the free bi-monthly Puppy Quick Start class. Super Chewer touts its day care as a way to combat destructiveness. And Training outlines the various training programs.

Once pet parents take the free puppy class, Edgerton says, 85 percent sign up for a training program and return to Paws on Main.

“All of those clients come back to the store. It’s a given that they’ll be back.”

The post A Store Markets Bundled Product Packages for Customers’ New Puppies appeared first on PETSPLUSMAG.COM.

THE IDEAEDUCATE & ENTERTAIN
“Owning a reptile can seem intimidating. Many people have the perception that they are scary or can be challenging to care for,” Amanda Lambert, public relations and marketing strategist for the stores, says.

“Talking about these misperceptions spurred the idea to do an event with Exo Terra,” a brand Feeders Supply carries. “It would allow customers to see reptiles up close and ask questions.”

The first Exotic Reptile Show and Tail took place at the Louisville, KY, location in September 2018. It hosted again this year, with the Jeffersonville, IN, store also getting in on the fun.

THE EXECUTION

PLAN, PARTNER & PROMOTE
Lambert chose the two locations because they are 25 miles apart, and each has an event space. She asked Steve Sotelo, a reptile specialist with Exo Terra, to plan the program and bring a variety of species. Lambert posted event listings on social media and sent press releases to local newspapers and TV and radio stations.

The second annual Exotic Reptile Show and Tail took place on a Saturday in September in Louisville and on the following day in Jeffersonville. During the two hours, Sotelo introduced attendees to a ball python, Parson’s chameleon, blood-red bearded dragon, Malaysian horned frog and red-footed tortoise, among others. He talked about their origins, life cycle and care in captivity, and answered questions about them. Attendees could even hold certain reptiles.

Lambert and another corporate staffer were on hand to manage the event and hand out free Exo Terra backpacks and lanyards.

THE RESULTS

MEDIA COVERAGE, NEW CUSTOMERS
Lambert and Sotelo appeared in a segment on the local ABC affiliate, which helped draw more than 75 people to the events.

“We were pleasantly surprised at how many parents brought their children,” she says, adding that families left with an interest in owning a reptile.

To give them time to discuss adopting a new pet, Feeders Supply ran its 50-percent-off reptiles sale with purchase of a terrarium kit for nine days at all of its locations.

The stores also gained new customers within the existing reptile community.

“A lot of people brought their own pets, ball pythons, several bearded dragons. Reptile people loved it. It was a chance for them to show off their scaly family member and for people not be freaked out,” Lambert says. “And it was a chance for us to provide an experience that can’t be had elsewhere, to let them know we carry reptiles and supplies and have knowledgeable, trained staff.”

PHOTO GALLERY (5 Images)

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The post Meet the Reptiles: A 2-Day Event Introduces Customers to New Types of Pets appeared first on PETSPLUSMAG.COM.

THE IDEA

Assist with end-of-life care, provide support. Julia Rohan founded Rover-Time in 2012, and soon she met the dog who would inspire her to offer hospice services. Cujo the Pit Bull was an existing client when diagnosed with terminal cancer. His humans worked long hours.

“They were the first to ask if I could help in this way,” Rohan recalls. “They wanted to do right by their dog.”

She spent middays with Cujo, giving him meds, taking short walks and providing company.

“All of the things a pet parent would do for their dying cat or dog if they could stay home and away from their normal life.”

Rohan always handled Cujo with care.

“As they are dying, animals can get snippy. I read his body language and made sure not to overstep. We had peaceful visits that left him feeling content.”

They also gave Cujo’s family peace of mind.

“Many people fear coming home to a dead pet. Having someone there a good chunk of the afternoon helps them walk through the door at the end of a workday.”

Hospice became a permanent addition to Rover-Time’s services after Cujo passed.

Julia Rohan

THE EXECUTION

DIY and multitask. Clients in need of hospice services meet with Rohan to go over their situation and to customize care. She handles all of these assignments herself, as opposed to tasking one of Rover-Time’s 15 employees, for multiple reasons.

Busy with operations, Rohan misses the hands-on work.

Also, she says, “It’s a wonderful gift” to be able to support pets during this stage of their lives and their people.

Rohan can multitask during the visits as well. She typically spends several hours at a client’s home, the majority of time simply sitting with the dog or cat and working on her laptop.

“It’s not as labor-intensive as it might seem,” Rohan says, pointing out that client communication makes up the bulk of the work. “During that first conversation, I create a safe place for them to share what they need, how I can provide comfort to everyone, and then I ride those ups and downs with them until they make the difficult decision to help their pet cross over.”

Rover-Time hospice services cost $35 to $50 per hour, with a $25 new client fee if warranted.

THE RESULTS

Positive word of mouth, client retention. Rohan may see only four to five hospice clients a year, but the impact on her business is significant.

“I see the bigger picture. Walking with the customer through this process, building intimacy over time, saying goodbye. Showing that I care and that the loss impacts me creates a brand ambassador who speaks very highly of Rover-Time’s purpose and pride in what we do at all stages of a pet’s life.”

Clients often return to Rohan when they bring a new dog or cat into their home. Cujo’s owners now entrust Rover-Time with their their current pups, Lulu and Tator Tot.

The post Pet Sitter Offers In-Home Hospice Care to Dogs with Terminal Illnesses appeared first on PETSPLUSMAG.COM.

THE IDEA

Fun-filled alternatives. Two types of classes are available: Canyon Hikes and Beach Excursions. Three hikes, 4 to 6 miles each, happen every weekday in the Santa Monica Mountains. Dogs get to explore the trail, stopping mid-hike for a break.
Fitdog offers one trip to Huntington Dog Beach every weekday.

“The dogs who know how to swim go out into the ocean,” Servadio says. “The ones not fond of the water stay in the shallow end, digging and playing fetch.”

Pups come from seven neighborhoods with pickup and drop-off included in the cost. Hikes are $40, and beach trips are $49. Staff-to-dog ratio runs one to six.

THE EXECUTION

Coordination and expertise. Pet parents whose dogs have met behavioral requirements can book Adventure Classes through the Fitdog app. Reservations go to the Sports Coordinator, who groups dogs geographically and by activity level, then chooses appropriate trails.

A Sports Leader picks up the pups between 8 and 10 a.m. in a company van. Servadio uses the fleet-management system Samsara to create efficient routes and to maximize safety, the latter as it monitors driver speed and phone usage. The system also gives location information.

“We can update pet parents in real time, ‘The van is only 15 minutes away,’“ Servadio explains.

Once at the destination, dogs approved for off-leash fun are given that freedom. Otherwise they stay on leash with the Sports Leader or assistant. Drop-offs happen between 1 and 3 p.m., with notes and photos from the day arriving soon after.

Sports Leader Scott Korchinski gets ready to lead pups on a canyon hike.

THE RESULTS

Happier dogs, more bookings. Adventure Classes give pups the opportunity to expend both physical and mental energy, and to socialize with a small group of dogs in a fun setting.

“Once people start incorporating these types of activities into their dog’s schedule, they become addicted because their dogs are a lot happier,” Servadio says. “By doing something a little bit different, mixing up their routine, it makes time in day care a lot better.”

The classes have grown to 18 percent of the overall Fitdog revenue since being introduced in 2015. In addition to having a positive impact on day care bookings, they also lead to training referrals.

“If a dog is pulling on a hike constantly or not responding to their name or reactive to other dogs on the trail, we recommend that the owner take some of our training classes. Approximately 25 percent of dogs in training classes were referred from Adventure Classes.”

The post A Day Care That Offers Dogs Hikes and Swims in the Ocean appeared first on PETSPLUSMAG.COM.

THE IDEA

Sell local. “There are no corporate stores in Red Lodge, only small businesses,” Cunningham says of brick-and-mortar retail options for the population of around 2,100. “We know everyone who owns a small business and their families.” Because of that, “We understand the importance of supporting locals.”

She added the “Made in Montana” section in 2018, a year after opening. It appeals to residents and tourists alike, the latter who stop in on their way to and from Yellowstone National Park. “They want to buy local, too, to have something to bring home.”

THE EXECUTION

Source big and small. Some manufacturers are an easy find, such as West Paw in Bozeman. “They’re our best-selling toys.”

Lewis Barks Outpost bowls

Others she discovers through the Montana Department of Commerce’s Made in Montana program, which certifies products made or grown in the state. Participating companies feature the appropriate logo on their packaging, and stores can hang signs in their windows.

“The stickers and signs go a long way. People today really like seeing where things are made, and they are paying more attention to sourcing.”

Cunningham also finds items through contacts in area agility groups and at veterinary clinics.

The “Made in Montana” section features a handpainted sign by local artist Lee Walker.

Edible products include freshly butchered beef bones from the Emmett family’s Stillwater Packing Company in Columbus, and Arlene Paul’s Just Meats Dog Treats in Reed Point. Paw butter and dry dog shampoo come from Jenny Travis’s

Ginger Red Naturals in Red Lodge. Fleece snuffle mats get made by Cristy Carpenter’s K9 Kreations in Fromberg. Bandanas come from Marcia Sullivan at So Sew Sullivans and Headwaters Studio Design and Screen Printing, both in Red Lodge.

THE RESULTS

Feel the love. Cunningham says that “Made in Montana” products make up about 5 percent of her overall sales. The goodwill she creates by selling them, though, has a much higher value, as residents of Red Lodge and neighboring communities frequent and recommend her store because of it.

“It all comes around, all of that love.”

The post 5 Steps to Create Your Own Locally Made Products Section appeared first on PETSPLUSMAG.COM.

THE IDEA

Create a better “coupon.” Lindsay says, “We wanted to give our customers a value, but we didn’t want to give it as a coupon that would be underused.”

They hit upon the idea of a wooden nickel with a $5 cash value for merchandise, no minimum purchase required. It appealed to the business owners on multiple levels.

“There’s the nostalgia factor, which goes along with our vibe,” she says of the boutique and salon’s rustic design and old-fashioned approach to customer service. “We felt that tapping into that nostalgia, creating an emotional connection, would get the customer excited to use the nickel.”

Lindsay and John thought the tokens would resonate with their customer base, those in their 40s and 50s who may remember when their use was more common, but also interest millennials who have never seen them before.

And they counted on eco-conscious shoppers of all ages to appreciate their reusability, which also provides savings to Just for Paws.

THE EXECUTION

Order online, mail to customers. The owners used NationalPen.com to print their logo on the front and “Same as Cash $5 Coin” on back. They ordered 500 wooden nickels in January at 20 cents each and began sending them to first-time grooming clients with a handwritten note. Lindsay also keeps a few on her.

“For when I’m out and about and meet a potential client,” she explains, adding that the token’s weight and shape makes much more of an impact than a business card with coupon.

Just for Paws has given out 125 wooden nickels in the grooming salon, and another 25 through various promotions. The cash value approach allows them to be used for anything, from pushing sales of a particular food to meeting a sales quota.

“Super-simple, creative and effective,” Lindsay says of the tokens, which employees track redemption of through 123Pet Software.

THE RESULTS

40 percent redemption rate. John reports that 60 wooden nickels were redeemed in the first three months.

“We don’t track them by specific promotion, but we can see when they are being used per transaction. So far, every sale has exceeded the $5 token amount. We have not had anyone use the $5 token without spending additional money in our boutique,” he says. “The sales in our boutique continue to climb month after month.”

The post This Store Gladly Accepts Wooden Nickels appeared first on PETSPLUSMAG.COM.

THE IDEA

Help and connect customers. When McCoy lost her heart dog to cancer in 2015, the grief was overwhelming. “When Bing passed, I was devastated.”

She knew not everyone could provide the support needed. “It’s hard for some people to understand. When you lose a human family member, they get that you have to go through the grieving process. But pets are family members, too. To many of us, they are children.”

McCoy turned to longtime customer Coats, a bereavement facilitator who works for a grief center and who previously facilitated a pet loss group at an animal hospital. Their talks led to the idea of hosting a free monthly meeting at the store for those in the same situation.

THE EXECUTION

Appoint a facilitator and promote wide. Coats stresses the importance of a facilitator, whether a professional like her or a layperson. “Without structure and someone to guide discussion, pet parents tend to rehash and not move through the pain to heal.”

Each meeting takes place at 7 p.m., closing time, in the store’s education area. Coats gives new participants a folder of educational materials and invites them to share their stories. Regulars can as well and do, especially around the anniversary of their pet’s passing.

She then introduces a topic for discussion, such as the individuality of grief. “Many people have expectations of what grief should look like and how they should cope, but that’s not how it works. Everyone has their own way of grieving, and it’s important not to compare. I tell them to move at their own pace and let the relationship with their pet define how they grieve.”

The meeting ends at 8:30 p.m., but McCoy says she often finds Coats talking outside with someone having a particularly tough time. Participants include not only customers but also newcomers who saw the event listing on Facebook or picked up a flyer at the nearby animal hospital.

THE RESULTS

Value the positive word of mouth. The Natural Pet Enrichment Center carries a variety of memorial products. McCoy doesn’t promote them during the meetings, nor does she track their sales on those nights. “I see this as another service we offer our customers. We want them to know we support them all the way through, from puppyhood to passing. That spreads a lot of goodwill and contributes to our strong word of mouth.”

The post Support Group Helps Those Who Have Lost a Pet, Builds Goodwill Among Customers appeared first on PETSPLUSMAG.COM.

(Left) Pattie Boden

THE IDEA

Help Pet Parents Find Resources in Charlottesville

Boden says, “The community grew so quickly. We needed an event to introduce our business to new people moving in and to those who had been here for years but hadn’t gotten to know us.”

She sees DogFest as an extension of her customer service.

“I’ve always wanted my store to be the place where people could find out about dog trainers or holistic vets or animal communicators or other resources. That’s why I called it Animal Connection in the first place.”

THE EXECUTION

Make a List, Then Mix It Up

In 2013, Boden began the planning process by inviting businesses and groups that complemented her store. In 2018, she even asked two friendly competitors to participate.

“We’re all a part of the holistic pet community,”she says. “We all compete with big-box and online stores. It’s good for us to join forces, to encourage people to shop local.”

Once vendors are set, Boden creates the festival layout. She starts with a Welcome Center at the entrance, where attendees can pick up a map and register for the popular costume contest. Next-door sit four Animal Connection booths, complete with an 18-foot sample bar that offers food, treats and more. Last year, reps from The Honest Kitchen, Primal, Whitebridge Pet Brands and Pet Food Experts also were on hand to answer questions.

She then alternates business and rescue group booths, creating a varied flow and helping to keep the adoptable dogs as calm as possible. Vendors pay a fee to help cover expenses, even the rescues at a reduced rate to ensure they show. Further incentive: A videographer interviews groups and produces a 60-second spot they can use for promotional purposes.

Humans can dine at food trucks on-site and swing by Three Notch’d Brewery, located adjacent to the park, for a Big Dawg Blonde Ale brewed especially for the fest. In 2018, she also added a live band.

These pups and their tiki bar won top prize in the DogFest costume contest: a $500 gift card for Animal Connection.

THE RESULTS

Boost Awareness, Raise Funds

Boden says DogFest brings Animal Connection increased attention and sales.

“A lot of people who attended didn’t know about our store or were new to the area. Or they knew us as a store, but didn’t know about our services,” she says. “I don’t have exact numbers, but I have noticed far more new customers coming into our store.”

The fundraising aspect also helps Charlottesville’s pet community as a whole. Rescue groups held individual raffles at their booths, and for every pint of Big Dawg Ale served, the brewery donates $1 to Charlottesville Albemarle SPCA — it raised $2,000 in 2018.

The post Create Connections: A Dog Festival Attracts Crowds of Thousands appeared first on PETSPLUSMAG.COM.

Danielle Wilson of Bath & Biscuits in Granville, OH, has been providing this type of hydrotherapy for more than three years.

THE IDEA

Provide relief, reduce costs and boost sales

Wilson learned of microbubble bathing systems at a pet industry trade show. Originating in Japan, they use bubbles greater than 2 and less than 25 micrometers to penetrate hair follicles and skin pores. These teeny tiny bubbles attract and bond with dirt as well as with bacteria, yeast and allergens, and lift them to the water’s surface. Oxygen from burst microbubbles also boosts skin metabolism and promotes healing.

“I really liked the idea,” she says. “I was a vet tech for many years and had seen never-ending battles with skin problems.”

Using microbubbles during a groom also reduces the amount of water, shampoo and conditioner needed. All this, combined with her ability to offer 15-minute treatments as an add-on, convinced Wilson to buy a system.

THE EXECUTION

Pick, promote & treat

Wilson researched manufacturers from around the world before choosing NatureBless in Singapore. Her first microbubble bathing system cost just $350, but a year later she upgraded to a $1,100 model. Its bubble-generating unit sits on the floor, connected to two nozzled hoses: One draws in water from a filled grooming tub, and the other returns microbubbly water to the tub. The second hose can also be used to apply bubbles to body areas not submerged.

“The microbubbles make the water this milky color, from the churning action. I tell customers that they’re scrubbing bubbles,” Wilson explains, adding that while effective, they are gentle on skin.

In addition to promoting the treatment for skin problems, she also recommends it for senior dogs.

“The bursting bubbles create heat, which helps with sore muscles and arthritis.”

And for those who encounter a skunk: “It has been tremendous for de-skunking dogs. It gets down in hair shafts and pores, helping us get rid of the smell so much quicker.”

THE RESULTS

Healthier dogs & higher revenue

Wilson points to late Sweetpea the Bulldog as one of her microbubble bathing successes. After years of struggling with skin allergies, the pup came in for a treatment and saw immediate relief.

“Sweetpea was such a happier dog, not having to stop every 2 feet to scratch,” she says. “It was devastating to lose her, but really cool to know that for the last year and a half of her life, she wasn’t miserable and itching.”

Wilson charges $10 to $15, depending on size of dog, for a microbubble bath. (She has yet to try it on cats.) Treatments bring in $1,000 in extra revenue a month, plus provide savings on utilities and bathing supplies.

The post Tiny Bubbles: This Spa Brings In $1,000 a Month Extra with Micro Bubble Treatments appeared first on PETSPLUSMAG.COM.

“I was just one of the dads at the time,” he says, “but I thought, ‘Maybe I have something here.’”

Smith did, and he has since put on 1,000-plus educational programs, first as an enthusiast and breeder, then from 2008 as owner of Jungle Bob’s Reptile World.

THE IDEATurn kids on to reptiles — and into customers. With his presentations, Smith has always aimed to clear up any misconceptions young attendees have and ease their fears.

“There is a need for people to better understand these animals,” he says of the not-slimy-at-all snakes, lizards and turtles he keeps as pets and sells at his store.

Smith now splits program duties with staff, and in recent years he has seen the importance of not just bringing showstoppers like the python and his now-famous Cuban rock iguana, Castro.

“We also introduce them to reptiles they can actually own. Like a bearded dragon, which doesn’t get too big and is naturally calm, or a corn snake, which makes a fantastic pet.”

THE EXECUTIONCustomize and plan. Requests go to Jungle Bob Education Director Susi Resner, who helps to customize a presentation for the setting and audience. She then confirms that necessary licenses, permits and insurance are valid to transport and show the animals.

“Liability insurance covers us if someone gets injured,” Smith explains. “In all of these years, we’ve never needed it. We have had a few defecations gone wrong, though.”

Resner also outlines where to park and check in once at the location, important information when visiting schools in particular. Presenters have guidelines they follow, as well, to balance education and entertainment with safety.

THE REWARDSAdditional income, free advertising. Smith and staff put on around 100 programs a year, with rates varying from $300 for 45 minutes at a local birthday party to $1,000 for an entire day that also delves into geography and natural history.

After 20-plus years, word of mouth has long ago replaced the need to advertise Jungle Bob presentations. And the presentations themselves serve as free advertising for the store. Many an attendee has visited after with their parents in tow.

“We did a birthday party last month,” Smith says, “and then one of the families came in for a $500 bearded dragon setup.”

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Owner Kathy Palmer saw in the situation an opportunity not only to examine her toy sales and return policies, but also to learn more about her customers and help homeless dogs.

A customer’s dog destroying a new toy within minutes prompted a negative Yelp review, which led the store to poll all its customers.

THE IDEA

Turn a Negative Into a Positive

The Fish & The Bone has never guaranteed the toys it sells, with the exception of those backed by a manufacturer. Staff members help to match products to chewing power, but they are trained to explain that dogs will be dogs.

“It’s fun for them to take apart toys, especially soft squeaky ones. They’re driven to,” Palmer says. No soft toy can stand up to all of that energy and muscle and teeth and instinct.”

She felt the 20-percent discount was a reasonable compromise and was surprised to see the review, which knocked the store’s customer service and said that a big-box chain would have given full credit to ensure future business.

Palmer decided to create a survey on toys, one with a charitable element. She emailed it to her 10,000-plus customers with the subject line: “Read our Scathing Yelp Review, Take our Poll, and We’ll Donate 100 Dog Toys to Local Homeless Pups.”

“We have to be bold sometimes. It was about more than this one customer. I felt like we were entering into unlimited returns territory, which doesn’t work for a little independent. I had more to say and more to learn.”

THE EXECUTION

Poll the People

Palmer came up with questions to help her understand customer expectations when it came to squeaky toys. She used Survey Monkey to ask their dog’s breed, sex and age, as well as which brands they find most durable, how long they expect squeaky toys to last, how long the toys actually last, and whether toys should be guaranteed.

THE RESULTS

Learn and Adapt Accordingly

A total of 245 customers took the survey, and her stores got a boost in positive Yelp reviews, by shoppers who wanted to counteract the negative one.

Results confirmed that customers like the brands she carries and consider them durable. They also supported her curent policy.

“When I asked if squeaky toys should have a guarantee, 90 percent said, ‘No.’”

Palmer shared results with her staff and stressed the importance of providing accurate information when selling these products. She also empowered them to make exceptions to the policy.

“We drilled into everyone how to respond when asked if a toy is indestructible. The answer is, ‘No, but we do have some that stand up better than others. Let me show you those.’ If we fail to do that, we will take responsibility and make a one-time exchange.”

Perhaps the biggest positive to come from the negative Yelp review was the donation made. The Fish & The Bone split the 100 toys between Animal Rescue League of Boston and Animal Refuge League of Greater Portland, ME. Per the customer’s request, she also donated $50 to Northeast Animal Shelter in Salem, MA.

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“I had a woman running through the store, trying to get things quickly,” Amiton recalls. Turns out, the customer had left her baby locked in the car. “I said, ‘Why don’t you go back outside. I’ll ring up your order and bring it to you.’”

THE IDEA

Increase Convenience

Once back in side, Amiton says, “It hit me like a ton of bricks: Why isn’t there a pet store with a drive-thru option?”

She opened exactly that in 2015. Located in a shopping center space once occupied by a bank, a sensor sounds when a vehicle pulls up to the window. Customers can call ahead with an order or place it there. Employees take purchases out through adjacent double doors for quick and easy loading.

“It can be super fast, take just a couple of minutes. Or a bit longer if they have a lot of questions.”

Drive-thru attendants keep stickers on hand for kids in tow. They even wash windows as part of The Filling Station experience.

“We try to remind people of the old service stations. I believe in old-fashioned customer service. That’s not something they can get at the big pet stores.”

THE EXECUTION

Find the Perfect Space

Buildings with a drive-thru — already in short supply — don’t last long on the rental market.

“Starbucks does a good job of snatching them up,” Amiton explains. “This space had been sitting vacant for eight years because it lost zoning for the drive-thru.

Officials deemed it too short for a busy business, as cars would back up and block parking spots. She asked the highly motivated landlord if there was any way they could bring the drive-thru back. There was: He would present it as a pick-up window that sees significantly less traffic than a bank or coffee shop. The city approved.

Amiton then built out her pet-supply store, positioning the register area next to the window so it would always be staffed, with fulfillment help on standby.

THE RESULTS

More Food Customers

The Filling Station specializes in natural pet foods, which make up 80 percent of its sales. The drive-thru ups the convenience factor while still providing expert advice and stellar customer service. This winning combination helps the store attract highly valued food buyers.

“About 95 percent of my drive-thru sales include food,” Amiton says, who expects that number to grow when she adds online ordering. “There may be add-on sales, but the main reason someone uses the drive-thru is to pick up food.”

Those shoppers remain loyal, as well, even when they may be tempted to order from an online pet retailer and have it delivered to their door.

“Today I had a regular customer tell me how much she appreciated the drive-thru last summer, when she injured her back. She usually comes inside, but used the drive-thru when she really needed it. I hear that a lot.”

Formerly a bank, The Filling Station received special permission to continue use of the drive-thru.

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• Schedule a food and treats delivery
• Ask a veterinarian about vaccines
• Get advice from a dog trainer
• Use digital coupons to save money
• Find out about pet-friendly events

For customers of The Hungry Puppy in Farmingdale, NJ, there’s an app for that — and so much more.

THE IDEA

Tap & Connect

In 2015, store social-media and marketing director Joanie Hausleiter and buyer and office manager Tami Wolfe brought the idea of an app to owners Frank and Teresa Frattini.

“The goal was to create community and to give The Hungry Puppy customers another way to reach us,” Frank says.

App feature Bring Your Pup allows shoppers to earn $5 off for doing exactly that three times within a month.

“It celebrates and rewards the relationship they have with their pet,” he says. “And it shows that we’re happy they choose to be a part of our community.”

Users can submit questions to store veterinary and training staff through the app. They typically get a response same day, at most within 24 hours. An events calendar, photo albums, and links to social media and review sites also invite participation.

Specials and coupons, some exclusive to app users, are accessible, and customers who spend $75 on pet products can unlock the Scratch Card feature to win Pup Bucks for future savings and free services. I Need a Delivery requests a phone call from a team member who will take an order and schedule it for drop-off.

THE EXECUTION

Embrace the Template

The four settled on 23 features, some duplicates of The Hungry Puppy website functionality and others exclusive to the app. To keep development simple — and costs low, less than $2,000 — they used Swiftic, a DIY mobile app maker.

“The platform is very easy to use and customize. It didn’t take very long to launch,” Hausleiter says. “We did mostly everything guided by techs from the platform in the beginning. Now I do it all on my own.”

Annual upkeep expenses run around $500. Customers can download the app for free via Apple or Google Play.

THE RESULTS

Community Growth, Higher Sales 

More than 6,000 pet parents use The Hungry Puppy app, with Frank looking at Pup Bucks redeemed as the greatest indicator of its success as they are mainly awarded through it.

“Between $800 and $1,200 Pup Bucks come back each month,” he says, adding that the average sale has gone up by 10 percent since launch.

Hausleiter also sees great value in the app’s ability to send users notifications of sales and specials — text message marketing that actually gets read.

“Our push notifications have an almost 100 percent open rate,” she says.

The post At a New Jersey Store, There’s an App for That appeared first on PETSPLUSMAG.COM.

THE IDEA

DIY Pet Portraits

Salon owner Heather Carter has been pampering dogs and cats for nearly 25 years. She would pay a professional to shoot “after” photos during the holidays, until 2008 when the groomer decided to DIY instead.
“I was already doing so much of the work. I had to book sessions and help out during,” Carter says. “I started making my own sets and taking my own pictures.”
She now offers the images as part of an add-on package available year-round. For $10, it also comes with teeth brushing, designer neckwear and a gourmet treat.

THE EXECUTION

Ready, Set, Shoot

Carter finds inspiration for her sets — holiday, seasonal and other themes — in a variety of places. She may find a backdrop online and build around it, or an item at a thrift store may spark an idea. That was the case with Labor Day photos this year.
“I was at Goodwill and saw a man looking at this teeny tiny grill. I thought, ‘Please don’t buy it please don’t buy it.’”
He didn’t, so the salon owner snatched it up. She put it on a patch of fake grass and added a mini Coleman cooler from American Girl, plus squeaky hot dog and hamburger toys. A green sheet and red, white and blue bunting hung behind.
Carter spends between $50 and $150 on each set. With minor adjustments, pets of all sizes can fit. The set currently in use — she introduces a new one every two weeks — stays in a designated photo room, complete with box lights from a $100 kit that also came with solid backdrops and a stand. During the busy holiday season, large dogs get their own set in the salon’s adoption center.
The groomer uses her iPhone to take pictures.
“I do have a professional camera that I use during the holidays, when we offer longer sessions for $50 with a CD of images to take home.
“Most people, though, just want one nice photo of their dog to share on Facebook.”
Because many pets are regulars, they are comfortable on the set.
“They know it’s the last thing we’re going to put them through, and then they will get a treat and can go home. It doesn’t take but a couple of minutes.”
Carter edits and adds her logo to photos between appointments, also right on her iPhone. She then shares the final images with clients on Facebook or via email.

THE RESULTS

Income Boosts

From five to 10 clients buy the Facebook Photo Package each business day, resulting in $200 to $400 in additional income per week. The branded images circulate on social media, seen and shared by Fairytales Pet Spaw’s 3,500-plus Facebook fans alone as well as proud pet parents. Carter does not have to advertise otherwise.
“We not only get to showcase our work, but it’s great marketing and has been highly beneficial for me.”
The salon owner also earns money through sales of her photo sets. She offers replicas and those she no longer uses to other pet businesses. A package including the set and pet accessories can sell for as much as $150 plus shipping.
“I’m so busy I can’t fill all of the orders!”

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But what about the city’s kitties?

They like to walk (or be carried, as befitting their status). And dress up (OK, so perhaps “tolerate” better describes their attitude toward outfits). And get free stuff (catnip, preferably).

Enter the Kitty Protest.

Betsey Qualley, owner of Smitten Kitten cat boutique and grooming salon, also in Des Moines, has staged the demonstration since the event began in 2010.

“We walk at the very end,” she says, “dressed as cats and holding signs that say, ‘Where is our parade?’ and ‘Cats rule dogs drool.’”

Promote a Cat Biz at a Dog Event

Qualley and Jett & Monkey’s co-owner Josh Garrett are actually good friends. He suggested the protest as a way to promote her business and to include cats in a type of event traditionally dominated by dogs.

“The first year, it was my daughter and me with a couple of friends,” she recalls. “Now we get about 20 people to walk with us.”

THE EXECUTION

Make It Fun & Easy

Qualley begins advertising the parade with protest, which winds through the city’s East Village neighborhood, several weeks out. She posts flyers in her store and on social media, and takes them to area shelters. Employees encourage customers to participate, letting them know that Smitten Kitten T-shirts, signs and cats ears are all provided.

“We make it easy to join us,” Qualley says. “We tell people, ‘Just come! We’ve got ears for you.’”

On parade day, the kitty contingent carries a branded banner. At least one store cat comes along in harness and leash — carried, of course — with others riding in strollers or carriers.

“Everyone wants to meet them,” she says. “It’s pretty comical.”

Supplies get reused for as long as they last, with the only expense most years being the candy thrown out along the route.

THE RESULTS

Brand Boost

Qualley sees the protest as purely a promotional event, one that costs her very little but has significant results in terms of name recognition.

“How do I know it’s effective? By all of the random people who share photos they took of us, on Facebook and Instagram,” she says. “We get noticed by people who didn’t know us before.”

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THE IDEALifetime Support

How the Salafias raise and sell birds allows them to provide physically and mentally healthy pets. Post-sale efforts let them continue that care and form long-term relationships with the birds and their people, which leads to regular sales.

“Clients get a hug on the way out. They become our friends, too, and I treat them that way,” Sal says.

THE EXECUTIONPre- and Post-Sale

All babies go through quarantine in a contained area with its own air-handling system and staff. Once verified as healthy through third-party testing, they move into the main nursery and live there until fully weaned.

Staff hand-wean to maintain optimal health and to create people-friendly birds.

“Hand-fed babies crave human interaction, which everyone wants in a pet. They learn to trust us as companions,” Sal explains.

Selection begins with a conversation.

“We ask them what they’re looking for but also talk about experience. They may want a macaw but might not be ready for one,” Sal says.

With options narrowed, staff start opening cage doors and bringing out potential pets. A match usually takes about an hour.

“We don’t think the person picks the bird. The bird picks the person.”

Clients can pay for their new pet all at once or take advantage of the store’s interest-free layaway plan. The latter works well when purchasing a baby, as it holds the bird during weaning.

As the baby prepares to leave the nest, staff invite pet parents to visit and strengthen their bond. A visitation room offers comfy seating, a flat-screen TV with Netflix, and charging stations.

“We have a customer now who visits every day,” Sal says. “He’s going to have the sweetest bird.”

The Salafias continue to provide support long after their babies go to new homes. Staff groom the birds — as well as others in the home, even if purchased elsewhere — for free. They answer questions and post promotions in the store’s Facebook group.

Sal also makes himself available for one-on-one consultations.

“If a client calls with a question, I welcome them to come in for a one-hour meeting with me, no purchase required.”

THE RESULTSRapid Growth

Exotic Pet Birds Inc. saw 600 percent sales growth from August 2017, its first full month in business, to April 2018.

“Now we have more people in the store sometimes than we have space for,” Sal says.

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