Per usual, we asked members of the PETS+ Brain Squad, our reader survey group of 1,700-plus independent pet retailers and service providers, to contribute their insights and advice on the topic. We also asked them to share one smart but hard and uncomfortable task that they will commit to doing in 2025. Thank you to the courageous pet pros who accepted our challenge!

With that in mind, it only seems fair that I ask the same of myself, to commit to such an action in my role as editor-in-chief of PETS+.

Dogs are my main area of expertise, both professionally and personally. My previous role was as senior editor of Dogster, and I’ve only had pups as pets. Since joining the PETS+ team, I’ve learned much more about cats and their product and care needs, thanks to our amazing readers and brand partners, but not as much as I’d like in those areas about other types of pets.

Why? Because it’s scary and triggers in me the imposter syndrome many of you also said surfaces despite your many successes in the industry.

Thankfully, Burslem also shares 14 tips for moving beyond the Discomfort Zone, and I’m using No. 2, “Make a declaration,” here to get started: At Global Pet Expo in March, we will do video interviews with brands exhibiting the latest and greatest products for scaly, feathered and small furried pets. Be my accountability partner by signing up for our ebulletin at petsplusmag.com/bulletins. We’ll deliver the proof to your inbox every day of the show.

The post Are You Ready to Get Uncomfortable in Your Pet Business? appeared first on PETSPLUSMAG.COM.

Core Strength: Your Sales Foundation

Think of your services and product lineup as your business’s core muscles. Take a deep dive into what offerings are pulling their weight and which might need toning up. Do your grooming packages still fit your clientele? Or could they use some fresh moves? Examine your profit margins, and beef up rates by adding $1 to $10 where you can. Look for opportunities to add some money muscle with new services or trim the fat from underperforming ones.

Cardio Check: Customer Flow

Just as a good cardio workout gets the blood pumping, smooth customer flow keeps your business’s heart beating. Are you finding good leads as well as enough new customers to replace lost ones? Map out your customer journey from first contact to final payment. Look for any places where the flow gets clogged — those are your business’s equivalent of blocked arteries.

Flexibility Training: Operational Agility

Your business needs to be as nimble as a Border Collie running an agility course. Examine your daily operations for places where you can streamline processes. Are your supplies well-organized? Or is your backstock area looking more like a tangled leash? Sometimes the smallest tweaks in your routine can lead to the greatest gains in performance.

Strength Training: Team Building

Your staff are like your workout buddies — they need the right training, equipment and motivation to perform at their best. Build your team’s strength through cross-training and skill development. Like with any effective fitness routine, create a progressive training plan that builds competence and confidence over time.

Recovery And Growth: Technology Tools

Think of technology as your business’s recovery tools — foam rollers and massage guns for better performance. What tech tools could help your business recover time lost to manual tasks? Maybe automated appointment reminders and video cameras could help you finally relax. Look for ways technology could help you work smarter, not harder.

Personal Training Plan: Growth Strategy

Map out your goals like you would training milestones. Where do you want your business to be in three months? Six months? By year-end? Create a realistic training schedule with achievable benchmarks. Remember, you wouldn’t try to run a marathon without training first — grow your business with the same thoughtful progression.

Don’t just audit. Act! I’ve made it my life’s mission to be like a personal trainer for pet businesses. What I’ve learned over the years is that implementation is the hardest part. So, create a prioritized list of improvements, from what I’ve shared above or that you’ve uncovered, and put each into one of these categories:

• Quick wins you can implement this month
• Medium-term projects for the next quarter
• Long-term goals requiring planning and investment

With consistent effort and the right routine, you’ll have your operation running like a well-trained champion! And it’s way more fun than going to the gym.

LEARN MORE: My New Year’s gift to you is a free business-audit checklist. Download it at learn.petboss.com/pets-jan2025.

The post Does Your Pet Business Need to Hit the Gym? appeared first on PETSPLUSMAG.COM.

Engaging with your community and growing diverse partnerships are the best ways to show your business’s commitment to DEI. Here are three of my favorite and most effective ways to do that:

1. HOST INCLUSLIVE ADOPTION EVENTS. Partner with an animal shelter or rescue that serves an underrepresented community. If the community predominantly speaks another language, promote in English and that language, and have available at the event materials and staff/volunteers who can communicate with potential adopters. Such efforts not only create new customers but also make the adoption process inviting and accessible for more pet parents — and the dogs and cats get into loving forever homes.

2. CO-HOST EDUCATIONAL WORKSHOPS WITH COMMUNITY GROUPS. Working with organizations that focus on challenges within different cultural and/or socio-economic groups, such as lower spay-neuter rates, helps to share knowledge and connect your business with a broader customer base. A session on responsible pet ownership that refers these pet parents to low-cost or free veterinary resources will enhance the lives of their dogs and cats and reduce the number of unwanted pets in their communities. This kind of collaboration also builds a sense of trust with your business. When you can, co-host the events within the communities at one of their cultural or neighborhood centers.

3. TAKE PART IN INCLUSIVE EVENTS. Supporting organizations that promote diversity, equity and inclusion shows that your commitment to these values runs deep and you’re eager to make a real difference. Sign on as a sponsor of cultural festivals, march in the annual Pride parade and/or look for other opportunities to broadcast your intentions to welcome all to your business.

4. EXPAND YOUR CHARITABLE INITIATIVES. Add organizations that promote DEI, either as their mission or simply by existing, to your rotation of fundraiser beneficiaries. Every little bit helps to fund their good works, from a small donation from a monthly nail trim event to sponsorship of a youth sports team. These are fantastic ways to support meaningful causes and grow your business’s role in a variety of communities.

All of the above will promote diversity, equity and inclusion and showcase your commitment to them as core business values. When pet business owners like yourself step up and support DEI, they help build a present and future where all feel welcome and valued. The pet industry itself centers around love, care and connection — show that there’s plenty of that to go around!

The post 4 Ways to Promote DEI as a Pet Business  appeared first on PETSPLUSMAG.COM.

You’ll find results starting on p. 34, along with commentary again this year from Pet Boss Nation’s Candace D’Agnolo. We offer our deepest gratitude to the industry’s favorite business coach, who served as contributing editor the same week of Pet Boss Rush Week, the kickoff to her new business development and online education program, Pet Boss Nation University.

We also want to thank SUPERZOO, which came on this year as our 2024 Big Survey sponsor. Our partnership with the event and its organizer, the World Pet Association, just continues to grow!

Elsewhere in this issue, you’ll find even more examples of indie success. Bark N Fetch in Frisco, TX, gets its time in the America’s Coolest spotlight starting on p. 28. Congrats to owner Heather Denton. And throughout the issue, from Calendar and To-Do List to Tip Sheet and Real Deal, you’ll find helpful insights and advice from those thriving in the industry and beyond.

One last note before you turn the page: If you are — or want to be — a member of the PETS+ Sample Box program, be sure to confirm your participant information at petsplusmag.com/samplebox. You don’t want to miss out on the dozen-plus boxes, packed full of the best new and new-to-you pet products, that will be shipped next year.

Wishing you continued success in 2025 and beyond,

The post The Results of Our 2024 Big Survey Are In! appeared first on PETSPLUSMAG.COM.

In Episode 148 of the “Pet Boss Podcast,” I explored the power of community in the pet industry. It actually may have been the first time I choked up during an episode because the stories I shared highlight how connecting with peers can transform not just your business, but your entire entrepreneurial journey.

As the person who has to make many, if not all, the decisions in business and life, you may feel isolated and like you’re the only one experiencing something. More of you feel this way than you realize. The outward appearances of success, feeling like you’re not moving fast enough or that you’re getting hit with one blow after the next, can keep you down.

You wear multiple hats, make countless decisions daily, and may lack a sounding board that truly understands your unique challenges. This isolation, or even what’s described as imposter syndrome, can lead to self-doubt, burnout, and a loss of passion for the very thing that once drove you.

What if you could change that narrative? Surround yourself with fellow pet professionals who not only understand your struggles but are also eager to share their experiences, offer support and celebrate your successes? It would be amazing, right?! It does exist. You just need to lean into it.

By connecting with other pet-business owners, you create a robust network of support that can:

• Provide fresh perspectives: When we’re too close to a problem, sometimes all we need is an outside view. Fellow pet professionals can offer insights we might have overlooked.
• Share resources: From vendor recommendations to marketing strategies, a strong community becomes a treasure trove of industry-specific knowledge.
• Offer emotional support: Running a business is an emotional rollercoaster. Having peers who understand the highs and lows can be invaluable for our mental health.

One story I shared on the podcast was about Taylor Gonzalez of Three Tails Parlor & Pantry. She told me about how community support reignited her passion and purpose. She said, “I was searching for the girl who started this journey seven years ago, and I didn’t think I could find her. After surrounding myself with the right people, I did! And she is stronger than I ever imagined.” When you find your right community and lean into them, your confidence soars and you feel like you can do anything!

Building this kind of supportive network doesn’t happen by accident. It requires intention, vulnerability and a willingness to engage. Here are some steps you can take to cultivate community in your journey:

• Join industry-specific groups and forums: Look for online or local groups dedicated to pet professionals, like Pet Boss Nation’s programs and the PETS+ Facebook Community.
• Attend industry events and conferences: These are great opportunities to meet peers face-to-face and build relationships.
• Participate in mentorship programs: Whether as a mentor or mentee, these relationships can be incredibly rewarding.
• Share your experiences: Don’t be afraid to open up about your challenges and successes. Your story might be exactly what someone else needs to hear. (Huge thank-you and shout-out to those who participated in the Big Survey this issue. Keep that sharing going when you connect in real life and online with your peers.)
• Celebrate others’ successes: A rising tide lifts all ships. When we genuinely celebrate our peers’ wins, we create a positive environment that encourages growth for everyone.

Remember, building a thriving pet business isn’t just about what you know — it’s also about who you know and the community you build around yourself. It’s the power of proximity. By fostering these connections, we not only improve our businesses but also create a more resilient, supportive industry as a whole.

So, the next time you’re feeling overwhelmed or isolated in your journey, remember: You are not alone. Reach out, connect and tap into the incredible power of community. Your pet business — and your entrepreneurial spirit — will thank you.

The post Feeling Isolated As a Pet-Business Owner? appeared first on PETSPLUSMAG.COM.

This fictional but cautionary tale highlights the critical importance of trademark registration in the highly competitive pet supplies and services industries. While you have “common law” trademark rights simply from adopting and using a brand (whether it be a business name, logo or slogan), these rights are limited in scope. Even if you have already registered your business name with your Secretary of State, or registered a domain name, your rights are limited. Federal trademark registration, on the other hand, offers several substantial benefits that can safeguard your business on a nationwide scale. Here are four:

1. Nationwide rights. Common law trademark rights are territorial, meaning they extend only as far as your trading area. If you’re selling your pet products or services in just a couple of states, you can only stop infringers within this market. However, a federal trademark registration grants you nationwide rights. This means that as long as your registration predates someone else’s use, you can enforce your rights across the entire United States, protecting your pet business from copycats.

2. Automatic recognition as valid. When you need to sue for infringement of an unregistered trademark, the burden of proof is on you to demonstrate that you own a valid trademark. But if you have a federal registration, the validity of your trademark is presumed. This presumption significantly strengthens your position in legal disputes, helping to safeguard the name you use for your pet business against unauthorized use.

3. Constructive notice of your rights. If you don’t have a federal trademark registration, an infringer might be able to claim ignorance of the existence of your business or assert they acted in good faith. Federal registration provides “constructive notice” of your trademark rights, eliminating these “innocent infringer” defenses. This makes it much easier to enforce your rights and prevent unauthorized use of the names and logos you use for your products and services.

4. Government protection of your rights. If you have a federal trademark registration and a third party seeks to register the same or confusingly similar trademark for a similar pet business, the United States Patent and Trademark Office (USPTO, the agency that registers trademarks) will refuse to register the third party’s trademark. Your registration will also be in the publicly accessible USPTO database, which can deter potential infringers from using or applying for a similar trademark, helping you maintain exclusivity in the U.S. pet industry.

So now that you know that trademark registration is important for your pet-focused business, how do you get started? To ensure comprehensive protection and avoid pitfalls, you can consult an experienced trademark attorney to guide you through the registration process, helping you navigate potential challenges and maximize the benefits of trademark protection.

The post 4 Reasons to Federally Register Your Pet Business Name as a Trademark appeared first on PETSPLUSMAG.COM.

1. Choose a theme. And carry it through the store. Silver & Gold? Home for the Holidays? Santa Paws? Whatever theme you choose should put customers in a happy mood to spend. So set your windows to pull customers into the store, play holiday music even if it drives you crazy, and holiday-ize your dress code.

2. Install speed bumps. Located approximately 10 feet inside the front door, speed bump displays build an instant first impression. Their job is the same as the speed bumps in parking lots: to slow you down. These displays create the first perception of what shoppers can expect to find while perusing your sales floor. Use them to tell product stories, feature new arrivals, and cross-merchandise holiday items with those carried year round. Change speed bumps weekly and zhuzh daily.

3. Build on your holiday theme. Use props that tell or enhance the product story. Think mannequins, Santas, snowmen, faux snow, garland, trees, tabletop fixturing — anything that will help even the most basic of merchandise stand out and make shoppers smile.

4. Cross-merchandise like products. Holidays are made for cross-merchandising. You can increase your average sale by displaying complementary items next to one another. A customer shopping for a holiday collar might also purchase a coat or snow boots if those items are together. Anytime you cross-merchandise, you encourage impulse purchases that help increase your average sale.

5. Put a holiday spin on signs. Too many stores are undersigned, and that’s a problem because signs sell. Did you know that 70% of purchase decisions are made right on the sales floor? Proper signing can be a big help with those decisions. Add signs that talk about a product’s features or encourage shoppers to pick it up and give it a try. It’s easy to change how your signs look during the holidays with fun papers, print colors and text.

6. Encourage impulse buying at the cashwrap. Shoppers should never stop thinking about product, so set an enticing display of holiday gifts on the wall behind or in an area adjacent to your cashwrap. Placing displays of low-cost, high-margin product on and within reach of the cashwrap will help, too. The goal is to encourage customers to continue shopping while they wait to pay.

Well-planned holiday displays allow you to express your creativity while optimizing the square footage on your sales floor. When the dust settles, take note of what worked, what didn’t, plus ideas for improvement next year. These notes will come in handy when it’s time to plan Holiday 2025.

The post How Speed Bumps Set Up Your Pet Store for Holiday Success appeared first on PETSPLUSMAG.COM.

For myself, one extra-special moment during SUPERZOO was getting to present the 2024 America’s Coolest winners with their awards on the Show Floor Talks Stage and to celebrate them after during the America’s Coolest Happy Hour at our booth.

This year’s group of winning pet businesses exemplify why we hold the contest each year: They are each cool in their own ways, with the owners and top managers bringing their passion for pets and creativity in business to their respective communities and the industry as a whole. You will find examples of their creativity in each winner profile, with the feature on Lizzi & Rocco’s Natural Pet Market in this issue (p.42) brimming with takeaways.

And for more inspiration on the creativity front, be sure to read this issue’s lead story, “Bright Ideas” (p.34). We filled seven pages with tips on how to build intentional habbits of creativity in your own business. Plus don’t miss the usual “bright ideas” in our Calendar and Columns sections, plus throughout the entire magazine.

One last thank you to SUPERZOO for honoring us with the media partnership and sponsoring this year’s America’s Coolest contest and happy hour. We can’t wait for next year!

The post Let’s Talk About SUPERZOO 2024, America’s Coolest and Building Creative Habits appeared first on PETSPLUSMAG.COM.

Keela Huotari of Yellowstone Kennels in Sidney, MT, provided this feedback in the PETS+ Brain Squad: “I loved the ‘Focus On Innovation’ column by Candace D’Agnolo! She gave some great ideas, but I wish I had a little bit more to go on to actually map out my customer’s journey. It left me wanting more!” Well, Keela, and all of my other regular PETS+ readers, let’s delve deeper into this topic and use one of her challenges as an example.

Stages Within the Customer Journey

Seven stages an individual customer could go through as part of their full customer journey exist: 1) The discovery stage — searching for and learning about your business. 2) The decision-making stage — when they say yes to book an appointment or make a purchase. 3) The purchasing process — lots of opportunities to surprise and delight. 4) Onboarding period — what they need to know to be set up for success. 5) Long-term nurture phase — when you stay connected with them and provide additional resources. 6) Conflict stage — how you handle those who are unsatisfied and want refunds. 7) Termination stage — when the relationship comes to an end. Did they move? Pet passed away? Went to the competition?

By outlining these stages, I hope you see all the opportunities that exist to improve your customer’s experience!

Diving In

It may seem overwhelming to begin the process of outlining all of the steps in a customer’s journey since there are so many touch points. My advice: Pick one of the stages above to work through. Write down all of the things that the customer experiences from the start of that stage through the end. Consider any challenges a customer faces.

Think of solutions to help them and you. Are the solutions aligned with your business values and goals? Do you have the ability to execute them? Can you build a process around the solution so it’s easy to maintain and repeat for all of your customers? The outline you create can guide implementation of new ideas into your pet business. Bringing the ideas to life will be thrilling and likely increase your retention rates and overall revenue!

Example: Onboarding

Keela shared that she’s had a hard time getting her customers to move from a paper process to her new online booking software. Here’s how you can think about a customer’s journey — whether for retail loyalty apps or for boarding, pet sitting, grooming or any other service you offer — using this example: It falls into the onboarding stage.

Step 1: Review what a customer experiences and why there’s a lack of success. Anything involving a new process for customers, especially when it involves technology, can be confusing. Perhaps your client base needs some hand-holding for an important advancement in your business. List all the reasons someone may have a hard time. Here’s some I came up with: No access to a computer or Wi-Fi, doesn’t understand how to find and access apps on mobile devices, can’t find the link or maybe they just keep forgetting to do it.

Step 2: Brainstorm different touch points and tools you can implement to provide solutions to each of the different customer experiences. Don’t rule any idea out. Below are the solutions I brainstormed. First, you must be well versed in using the software yourself and answering common questions. Keep track of any issues that come up so you can get clarity from the software company.

Solutions:

• Have a printed cheat sheet to hand out that gives tips along with the website URL or QR code where they can complete the registration process on their own. Include instructions on the handout and/or send them to a page on your website with even more detailed instructions.
• Dedicate an iPad or two at check-in where customers can register with your help.
• Send multiple emails asking them to register on the new platform; segment the list so you can keep reminding those who haven’t without spamming those who have.
• Incentify people to register and to use the tool. Give everyone who does by a certain date a $5 to $10 discount. Then enter all customers who are on board by a specific date into a raffle for a better prize.
• When customers reach out to book via text or Facebook message, always direct them to the registration or booking link.
• Keep the link easy to find on your website, in email newsletters, email confirmations, text messages, etc.
• Not everyone will want to make reservations online, so you may still need to assist, which is totally fine. It’s up to you to determine the level of white glove service you’d like to offer.
• Inspect what you expect! Check in with your customer base to see if any have questions or issues. Host Zoom meetings or in-person appointment times.
• Review if you’ve gained or lost business because of the change to new software. Reach out to any customers who you haven’t seen in three months or more.

Whew! There’s a lot you could do here. Can you see now why I suggested picking just one part of your business to break down in the customer journey? Outlining solutions to improve their experience will get the results you want and improve revenue over time, too.

Breaking down your customers’ experiences as I’ve explained will be eye opening. You can teach old dogs new tricks … even if that’s you!

The post Take This Step-by-Step Approach to Improve the Customer Experience in Your Pet Business appeared first on PETSPLUSMAG.COM.

The Black Pet Business Network conducted a survey in 2023 and discovered that less than 1% of pet products on the market come from minority-owned businesses. The beauty of that statistic? It gives us room to grow, and you can make a conscious choice to be part of that growth.

Imagine your store featuring a showcase of items from a diverse range of creators, each telling their unique story.

Your customers could find handcrafted pet accessories inspired by different cultures as well as health products that incorporate traditional healing practices from those communities. You would have the opportunity to share their stories during your sales efforts while creating a richer, more inclusive retail environment that reflects the true diversity of pet parents in your area.

Supporting these entrepreneurs contributes to the economic growth of their communities, too. Your support helps to create jobs, build local economies and fuel financial stability. It’s about more than just carrying a product — you’re helping to uplift entire communities and promote equity.

This also sends a strong message that everyone, regardless of their background, has a fair shot at success. Such inclusivity can inspire the next generation of pet entrepreneurs from underrepresented communities, showing them that their dreams are achievable and that the industry welcomes them.

The next time you are looking at products to stock in your store, take a moment to consider who made them. Intentionally seek out brands with diverse founders. Ask your distributors to carry them. Use your buying power! By doing this, you’re contributing to a larger movement that champions diversity, equity and inclusion.

With that in mind, here are a few of my favorite Black-owned brands and the entrepreneurs behind them:

• 5 Element Food Therapy — Sharon Tuggle takes a holistic approach to dog and cat nutrition, one based on Traditional Chinese Medicine’s 5 Element Theory. Her healthy, delicious toppers and treats incorporate whole food supplements to support digestion, respiratory health, kidney function, liver health and cardiovascular systems. 5elementfoodtherapy.com
• D.R.E.A.M Pet Food — Jaime Cooper and Paul Paige combined their love of hip-hop culture with their experience in the pet food industry to create a pet treat line made from the finest ingredients. They aim to revolutionize the pet food landscape by being unapologetically authentic and giving a voice to the underrepresented. dreampetco.com
• Happy Hounds — Rianna Young founded this CBD company to help her Jack Russell recover from an injury without the conventional anti-anxiety and pain medication that robbed him of his personality. Soothing hemp and human-grade ingredients go into treats and tinctures that help pets thrive. happyhoundscbd.com
• Pupcake Sugar — A pup named Sugar (at left) inspired Sandra Countley to bake her first pupcake. The business now offers recipe books and greeting cards complete with the heartfelt stories that inspired them, creating a unique and meaningful baking experience for pet parents. pupcakesugar.com

Supporting diverse brands can transform the pet industry into a more inclusive and innovative space. Let’s make choices that matter and contribute to a vibrant, more diverse and thriving pet community.

The post Why Diversity Matters When Buying Products for Your Pet Store appeared first on PETSPLUSMAG.COM.

1. BOOST SALES — According to SPINS, dollars and units increased in all categories for the 2023 day, Sept. 23, compared to the entire week prior. Units increased by 8.31% in apparel, 4.66% in aquariums and reptile habitats, 2.43% in toys, 3.41% in dog treats, and 3.36% in vitamins and supplements. Brand partners also saw a nice lift.

2. INCREASE LOYALTY — The event is a great way to strengthen your relationships with current customers and build loyalty with new ones. Loyal customers spend more in your store over time, adding on to purchases of staples. And word-of-mouth marketing from these customers is effective and free. Overall, building customer loyalty proves essential for long-term growth.
Astro Loyalty and Promoboxx are official partners in Neighborhood Pet Store Day. According to Astro Loyalty President Jimmy Haverstick, “Price and convenience often drive consumer behavior. However, independent pet retailers have a unique opportunity to foster loyalty through exceptional customer experiences and attractive loyalty programs, such as frequent buyer and other initiatives. Many of these programs are even sponsored by the brands, making them an invaluable tool for engaging and retaining customers.” Neighborhood Pet Store Day offers the opportunity to sign up new customers to your loyalty programs and help existing ones earn even more rewards.

3. TELL YOUR STORY — It’s also the perfect platform to share how you differentiate yourself from the competition and communicate your value message. Use the celebration to talk about how you provide an exceptional customer experience, how you support your local community, how you care about pets, and how you stand behind the products you carry. Show your pride as a pet expert who cares about the customer, environment and community.

4. BUILD RELATIONSHIPS — As part of Neighborhood Pet Store Day, you can network up and down the channel. Last year, we had 35 manufacturing sponsors participate. They offered a variety of specials and reached out through their social networks to promote the day. Retailers who partnered with suppliers expanded outreach and sweetened deals for pet owners.

5. HAVE FUN — Participating also provides fun for you and your staff. We heard it from participating stores last year: Staff loved working on Neighborhood Pet Store Day. Overall, excited staff members play a crucial role in enhancing both sales and service by creating positive experiences for customers, fostering customer loyalty and contributing to the overall success of the business.

IndiePet makes it easy to participate in Neighborhood Pet Store Day by offering social media tools, in-store kits (exclusive to IndiePet members), best practices and supplier contacts at neighborhoodpetstoreday.com. You also can register your participation and put your store on the website’s retailer locator map.

The post 5 Reasons to Take Part in 2024’s Neighborhood Pet Store Day appeared first on PETSPLUSMAG.COM.

Here, I’m sharing tips from what I experienced in my previous boutique and what our Pet Boss Nation clients have done to maximize these critical partnerships for the greatest success:

Start with the ‘why.’ Before engaging in negotiations or asking for something, get clear on your desired outcome and motivations. What exactly do you want to achieve and why? You should also consider what a “win” looks like for your vendor, too. How can you create mutually beneficial outcomes? And of course, make sure you’re talking to the decision-maker who can help you reach those goals.

Leverage your insights. Prior to meetings, gather relevant data, facts and figures to support your position as to how much your business may grow together, what piece of the market could be captured or how many customers would be impacted by their generosity. Where does this brand rank in comparison to their competitors in your shop? What percentage of square footage do they have in a specific department? How quickly or slowly is inventory moving? This data can tell stories to influence your negotiation.

Look beyond just pricing. While competitive everyday pricing and special buy-ins are important, think bigger. Could you get early notice on closeouts to score hot deals? Is the vendor open to guaranteed sales, where they’ll buy back products or swap out the inventory of items that don’t move? Negotiating for more free goods, discounts, and terms such as net 15, net 30 or even net 60 can boost your bottom line.

Maximize in-store opportunities. Your brick-and-mortar is a powerful asset. Collaborate with vendors on signage, displays and even custom fixtures to grab attention. Demonstrations, samples, coupons and frequent-buyer programs are sure to incentivize sales. Large window graphics, sponsored in-store experiences, and promotional videos playing on monitors all build awareness and connection to a brand.

Pamper your people. Your team is the face of your business and the in-store sales rep for the vendors. Negotiate for vendor-sponsored staff lunches, team product samples, feeding programs and apparel to drive excitement. See if they’ll cover product training, cash-based sales games or continuing education to boost knowledge. When your employees feel valued, they’ll sell with passion.

Utilize marketing might. Explore marketing co-op dollars for digital, print, radio ads, vehicle wraps, flash sales, gift baskets and exclusive coupons. See if they’ll sponsor your events, contribute to charity fundraisers you support or provide experts for educational seminars. Collaborate on social media, such as takeovers, contests and guest blogs, to expand your reach.

Remember, everything is negotiable. Don’t be afraid to ask for what you need to thrive, whether that’s better pricing, in-store support or consumer-facing collaborations. The more creatively you approach your vendor partnerships, the more fruitful they’ll be. It just needs to be a win-win for you both.

Every single idea mentioned here has worked for a small business in the pet industry. I’ve seen it or experienced it. You may not get a brand to do everything, but you have a lot of brands you can leverage for so much support in being the pet retailer your community loves! When you succeed, your vendor partners succeed, too.

LEARN MORE: Relax at a beautiful lake, refuel your leadership confidence and reignite your passion for your pet business at Camp Pet Boss. This one-of-a-kind business retreat mixes conference learning and camp-like activities for pet professionals and their dogs. Happening Aug. 27-30 in Lake Delton, WI, ticket price includes all food, lodging, seminars, swag and activities. Register at camppetboss.com.

The post How to Make the Most of Relationships With Pet Vendor Partners appeared first on PETSPLUSMAG.COM.

In our Big Story: Let’s Make a Deal (p. 42), we hear from business thought leaders, researchers and pet industry pros who all recommend taking a win-win approach to negotiating. It results in lasting relationships, whether with vendors, employees or customers. Pet Boss Nation’s Candace D’Agnolo agrees, and she provides excellent advice on how to ensure mutually beneficial agreements between retailers and vendors in her column (p. 52).

Here at PETS+, we practice what this issue preaches. Many members of the PETS+ Brain Squad — our 1,500-strong reader panel of independent pet retailers and service providers — have been with us since we launched in 2017. They love not only being featured in the magazine, but also being part of the tight-knit and supportive community we have created together. And brands who put products in the PETS+ Sample Box return to book another box and another because the program delivers a win-win each time. Actually, make that a win-win-win — for the brands, recipients and us!

One more winning “deal” in this issue to point out: the reactive dog shopping experience at Spoiled Bitch Dog Boutique featured in Best of the Best (p. 41). As the person to a pup with fear reactivity (see Ty above), well managed thanks to trainer Matt Bryant, I can’t get through one of the store’s videos without tearing up. Thanks to this service, the dogs and their people experience the joy of shopping in a pet store, business owner Cait Cassagne finds fulfillment and builds awareness of her brand, and the world gets to watch it all happen on TikTok. That’s another win-win-win.

The post Editor’s Note: Our May-June Issue Comes Packed With Tips for Getting the Win-Win appeared first on PETSPLUSMAG.COM.

Myth: A Big Team Is Better

There’s an assumption that you need a big staff to achieve big results, but that’s not always the case. A few key employees can make a world’s worth of difference in how your business runs, as can the control you give them.

I’ve learned that too large a team can actually cause good employees to take on too much, while the others let these go-getters do the bulk of the work. Don’t let your good people burn out because they’re picking up slack. A simple daily checklist has helped keep everyone on my team accountable, and I’ve found that staff are pretty diplomatic when it comes to handing out daily duties.

I’ve also become better at delegating tasks and projects. My store was my first child before my human son came along, so I’ve always been very protective of it. I now know that I’m not the only one who can implement and even improve my ideas. Once I understood this, I realized I already had individuals on staff who could take on some of the daily operations and special events.

I actually created new positions for these employees, and by doing so, the store is healthier and their morale is through the roof! Of course, I’m still the person who writes the schedule, handles all the orders and pays the bills, but my two newly appointed Team Leaders have taken on new-employee training, handling daily operations, and keeping me informed when I’m not at the store. They don’t usually work the same shift, so they communicate with one another and me via text messages or Messenger. The staff knows they can come to me with literally anything, but they now know that the Team Leaders are their immediate go-tos.

When you find those employees that feel the same way about your business, your philosophy and your customers, find a way to incorporate them into daily operational management. They will take even more pride in what they do, and it will take a bit of stress off of you.

I’ve had plenty of people over the years say I need to hire more employees, but it wasn’t until I found the right help that I saw the true benefit of having not more, but better.

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Innovating the customer experience differs from improving it because innovation involves exploring new experiences or making recognizable shifts, rather than updating existing ones.

Understanding Your Customer Journey

Have you ever mapped out all the moments during which a customer engages with your company? It should encompass the complete experience of a pet owner and their pet, from the initial awareness of a need, to how they are greeted by phone or in person, to purchases of products or services, to how you reconnect so the customer may engage with your brand again. In the pet industry, emotional connection heavily influences this journey, with many moments to help you build a relationship over the lifetime of the pet owner, not just the pet.

I recently attended the Pet Industry Leadership Summit in San Diego, CA, and had the great opportunity to hear restaurateur Will Guidara, author of “Unreasonable Hospitality,” give a keynote. He shared that his entire team mapped out their customer’s journey, identifying moments where there was friction, and Guidara encouraged his team to explore how to make it a better experience. They created moments of surprise and delight in ways I’d never heard of before! I definitely recommend getting his book.

Recognizing Its Importance

Focusing on this journey is not just about making sales; it’s about creating experiences that lead to loyal customers. Satisfied pet owners often translate into repeat business, referrals and a strong positive reputation for your brand. By understanding and enhancing each step of the journey, you can create a loyal customer base that values your offerings beyond price or convenience. You will see tangible results such as increased sales, engaged employees and more overall joy in your business.

Innovating Along the Way

Some obvious ideas to consider are hosting pet-friendly events, offering an app for convenient scheduling of services, implementing a loyalty program, ensuring your website is user-friendly, and considering an e-commerce option for convenience.

A more interesting approach would be to embrace “hospitality,” seeing yourself as a concierge and treating as many customers as possible as VIPs.

Here are a few suggestions:

• Provide complimentary beverages and snacks in a comfortable seating area to grooming clients waiting for their pets.
• Give a small welcome gift each time a customer joins your loyalty program.
• Call or text to check in after a purchase or service.
• Mail a gift when you hear a customer has a big life event.
• Call around to other stores to see if they have what you’re out of stock of.
• Hire a Customer Success Manager.

Endless opportunities exist within your customer journey! You can create an experience that not only meets their needs, but also builds a lasting relationship based on trust and a little bit of wow factor! Embrace the work you may need to do here to analyze and implement. It will cost money, but it’s way more effective than traditional marketing dollars and will enhance your company culture at the same time!

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Making Labels Easier to Understand

In 2015, the Association of American Feed Control Officials (AAFCO) began its Pet Food Label Modernization (PFLM) project to update the Pet Food Model Regulations, with the goals of improving customer understanding when reading labels and bringing pet food labeling more in line with human food labeling. AAFCO membership approved the recommended changes in July 2023. These changes will apply to all food types for pets (dog and cat) and specialty pets, including complete food, treats, supplements and veterinary diets.

Key labeling changes include:

• Required “Intended Use” statement on the principal display panel
• Mandatory “Nutrition Facts” box with nutrition information, like in human food labeling
• Clear and consistent listing of ingredients
• Regulations for storage and handling instructions, when included

The new model regulations will be published in the 2024 AAFCO Official Publication. Until then, you can visit aafco.org/pflm for helpful resources.

Timeline For Implementation

Don’t look for every brand and company to make the changes immediately. AAFCO has recommended that states allow for a six-year transition period in consideration of each state’s rulemaking process and the efforts industry must undertake to incorporate the changes. Most states will allow this timeframe, although some may require earlier implementation.

As brands and companies adopt the labeling changes in coming months and years, two different label formats will be seen in the marketplace, which may confuse customers. You can provide education by explaining these changes are being made to make labels easier to understand and to assist pet parents in making informed product decisions for their pets.

Upcoming Training Opportunities

The National Animal Supplement Council (NASC) is engaging in various activities to provide support to the animal supplement industry, including the retailers and veterinarians who recommend and sell these products:

• January — The NASC Compliance Team will provide guidance documents to NASC members to help them navigate correctly revising and creating pet food supplement labels.
• Jan. 22 — AAFCO will host a PFLM training workshop. Bill Bookout, NASC president, and myself as NASC compliance officer, serve on the AAFCO Pet Food Committee and will be participating as trainers at the workshop. Visit aafco.org/events for more information.
• Feb. TBD – The NASC Compliance Team, in cooperation with the American Pet Products Association, will host a PFLM training webinar.
• Mar. 21 – AAFCO Executive Director Austin Therrell will present an hour-long session summarizing PFLM during Global Pet Expo, beginning at 8:30 a.m.
• May 21-23 – The NASC Compliance Team will provide training, including information on PFLM, at the NASC Annual Conference at Innisbrook Resort in Palm Harbor, FL.

Retailers with questions about the training opportunities or labeling changes can email compliance@nasc.cc.

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Here’s what’s happening in 2024, starting with this first issue. In lead story “Show Flow,” we bring together retailers, brands and distributors to talk about how they can do business better together at upcoming trade shows. Per usual, the PETS+ Brain Squad made this feature possible, as did the leading brands and distributors that shared insights and advice.

Also in this issue, columnist Candace D’Agnolo names the top three tech trends to adopt in 2024. Speaking of D’Agnolo, episode 108 of her “Boss Your Business” podcast features yours truly and discussion of the PETS+ 2023 Big Survey, sponsored by the American Pet Products Association and for which D’Agnolo served as contributing editor. Listen at petboss.com/episode108.

Next, be sure to read our America’s Coolest profile of Gangsta Dog in Norfolk, VA. This 1920s-inspired dog bakery and pet store perfectly represents why we hold this annual contest — to shine a spotlight on the many cool independent pet businesses and service providers in the U.S. Need incentive to enter this year? Other than the ultimate bragging rights? Turn to p. 39, where you’ll see big news about our 2024 contest. It involves new contest sponsor SUPERZOO and the amazing prizes it will provide to our eight winners.

And speaking of SUPERZOO, the World Pet Association has chosen PETS+ to be the 2024 media partner for SUPERZOO and GROOM’D. Expect us to bring even more of our usual nonstop multimedia coverage to these shows.

Happy New Year!

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Help! How do I convince my customers to feed raw?

Karen Connell has been selling raw pet foods at The Bark Market in Delavan, WI, for 20-plus years. She points to education and first-hand experience as requirements for a successful raw department. “Being informed is critical. Educate yourself on all things raw and, if possible, feed raw! Your credibility will increase exponentially if you can speak to the benefits and experience with your own pets.”

Julie Sterling of Julz Animal House in Marysville, WA, agrees and stresses the importance of letting your passion for the category shine through.

“Transitioning people to raw is fairly easy for us, as we all feed raw and all have brands we are very passionate about. When you are excited and passionate about a brand, or way of feeding, that is contagious. People want to feel what you’re feeling and will gravitate toward the cause of that passion.”

To open up customers who resist even discussing raw feeding, whether because of misconceptions or veterinary direction, Green Juju Founder Kelley Marian offers this conversation shifter, “Ask them, ‘What animal cooks their food?’”

When talking to those customers, this recommendation from Jenna Harrison of Northpoint Pets & Company in Cheshire, CT, will help: “Ensure your team is well prepared to tactfully respond to common concerns and misconceptions surrounding raw pet food: harmful pathogens, cost, age-specific needs, palatability and sensitivities. Facts and empathy help to ease apprehensions customers may have.”

Taking it slow also makes raw feeding more accessible to resistant customers, Sterling says. “Making the switch from all kibble to all raw can be intimidating for many. We encourage baby steps! Add one meal of raw per week. Once a customer is adding in raw and seeing how much their pet loves it, it becomes less frightening and easier to begin adding more. We also make it clear to our customers that some fresh food is better than no fresh food.”

Marian says raw supplements are an excellent entry point, too. “Suggest a frozen vegetable blend or raw goat’s milk to start, which will enhance their pup’s bowl with nutrition and entice them to eat. Once they see how their pet reacts, they may be receptive to further changes. When you get a dog or cat on raw for a month, it’s hard to go back after you see the drastic health improvements.”

Harrison agrees and points out that you need not be alone in your raw-boosting efforts. “Find the brands that will actively support your store. Look for brands that offer samples or trial sizes, provide money-back guarantees or product replacements (ensuring you’re not stuck eating the cost of returned goods), and offer frequent-buyer programs.” Also, “Utilize your brand reps! They should be willing to actively participate in store events that can help boost your raw sales. They can also provide trainings for your team. If your sales aren’t growing, ask for tips, sales to pass on to your customers, or refresher training for your team.”

Stella & Chewy’s offers such brand support through its training platform, School of Raw. Associate Brand Manager Gina Nicklas says, “It features various courses for store employees to review interactive content educating them about the world of raw pet food.” And for those customers who prefer to educate themselves, she says, “It’s important to have POP materials available for pet parents to reference and various digital educational materials on your websites and blogs.”

To submit a question to the “A Little Help” column, email editor@petsplusmag.com.

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If you do rent space, first consider your lease. Will you get a return on your investment in any refresh or renovation before it ends? For example, if you own a boutique selling trendy merchandise out of 1,000 square feet and opened five years ago and have another five left on your lease with an option for five more, and sales are good, then start with a “refresh.” Hold off on the costlier renovation until year 10. That will still give you another five years to recoup that higher cost.

If you own a larger pet store with more of a warehouse format and a lot of competitively priced inventory in a building you own outright, and have been around for 15 years or more, then refreshing every eight years or so is fine, with a renovation every 15 to 20 years. In this type of store, customers aren’t drawn to shopping for aesthetic and experience as much as they are to shopping for price.

Whether you refresh or renovate, spend only as much as you can afford without putting the business in jeopardy. The cost and extent should be directly related to current sales volume and margin, projected sales, and expectations of your target market. As soon as you finish one refresh or renovation, start saving for the next. Ideally, the cost should be paid for well before with an increase in sales.

So what does a refresh involve? Generally, items tackled in-house, or without a general contractor. New paint, new layout, a new “face” for the front of your checkout counter, and new signage. It may also include bringing in some new fixtures and implementing new merchandising strategies. It might be de-cluttering the service counter and re-organizing departments. It will definitely include a deep clean and repairing any damage. These changes can bring a renewed look to your space, and the process can take one weekend or one month, generally without having to close the store during regular business hours.

A renovation will often require tradespeople, such as for new lighting, moving walls, new flooring and new built-in fixtures. An architect may need to review a store designer’s drawings in a significant expansion and/or if paths of egress will change. Plan on a minimum of three months (or longer these days!) for city permitting.

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1. UTILIZING ARTIFICIAL INTELLIGENCE (AI) TO SUPPORT YOUR MARKETING

This is No. 1 on just about every 2024 trend list because it can’t be ignored! AI in marketing refers to the use of machine-learning algorithms and data analysis to predict customer behavior, create efficiencies and personalize marketing efforts. That’s a mouthful. For pet businesses, leveraging AI means reaching the right audience (hint, hint, not every pet owner) with the right message at the right time.

It analyzes customer information to identify patterns and preferences, helping you tailor your marketing strategies to individual needs, which normally would be horribly time-consuming without AI assistance. This will lead to higher engagement, customer loyalty and sales. When you become comfortable with AI tools and techniques, you’ll save time and money, too!

How to use: AI-powered tools can help with personalized email marketing campaigns and social media content creation such as ideas, plans, copy, video and images. AI also can help in chatbots for customer service, providing instant responses to inquiries on your website or social media platforms.

2. INTEGRATING AUTOMATION WHERE POSSIBLE

Automation means using technology to perform repetitive tasks without you, or anyone on your team, having to intervene. Wahoo! This could range from scheduling appointments to inventory management.

Automation frees up time for you to focus on more important aspects of your business, such as customer interactions, staff training, and strategic planning for your next big pet project. It also reduces the chances of errors and improves efficiency.

Examples: Retailers can automate inventory tracking, many recurring business processes and even the checkout process. This could include gathering reviews, which I don’t know about you, but I personally hated having to ask for those. It’s great to know software can now assist! Dog groomers and day-care facilities can benefit from automated booking, closing client contracts and sending appointment reminders.

3: QUALITY VS QUANTITY

In the world of social media and digital marketing, it’s easy to get caught up in the numbers game. Either your audience is large and unengaged, or your list is small and you don’t feel like marketing to a small audience is worth doing. The focus should not be on the numbers and accumulating vanity metrics, or feeling like you need to do it all, but on cultivating quality relationships with current and potential customers. Engaged and connected customers are more likely to return and recommend your pet business to others.

Mindset reframe: Instead of aiming for a large number of followers or a huge email list, focus on engaging with your current customers. There’s no disadvantage to a small list. The only setback is an underutilized customer list and a business owner afraid to communicate with them (gosh, I see this far too often). Do me a favor and make it your new year’s resolution to share relevant and engaging content frequently, encourage reviews of your business and create a community around your brand. Yes, your brand. Not a brand you sell.

The thought of integrating AI, automation and having a quality-centered approach in marketing might seem daunting, especially if you feel overwhelmed by technology. However, I’ve found most tools to be user-friendly and many have support, or at least good YouTube videos, on how to leverage them. The benefits far outweigh sitting in fear of tech and software. Remember, technology is a means to connect more deeply with your customers and community, not a barrier. Embrace these trends with optimism and watch your pet business thrive in 2024!

LEARN MORE: I actually have two more 2024 tech trends to share with you! To hear about No. 4 and 5, tune into episode 112 of my podcast, “Boss Your Business — The Pet Boss Podcast,” where I dive deeper into all five trends for pet stores and service providers. It’s available on all podcast streaming platforms and at petboss.com/episode112. But wait, there’s even more! Attend my free seminars at Global Pet Expo in Orlando, FL, both on Thursday, Mar. 21: “Content to Cash Flow: The Marketing to Money Formula Using AI,” from 10 to 11:15 a.m., and “Where Are All Your Customers?: Tools and Tech to Supercharge Your Retention Results, from 3 to 4:15 p.m.

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