Pet Care Retail September 2015

Pet Care Retail Issue 2 • September 2015

PEOPLE • PRODUCTS • PROFIT

KEEPING IT REAL

How pet shops can steal a march on online competitors

STATE OF INDEPENDENCE

The manager of London’s Animal Fair on the future of the high street

BE PREPARED

The importance of staff training Four page PATS Telford preview

LET’S HEAR IT FROM...

Steve Fowler

The MD of PamPurredPets on the history and ambitions of the company PCR Sep15 Front Cover4.indd 1

18

latest produc ts showcased

02/09/2015 09:20

WE’VE GOT TAILS WAGGING IN WE’VE GOT TAILS WAGGING IN

DIFFERENT COUNTRIES! DIFFERENT COUNTRIES! Retailers across the world are seeing Whimzees Retailers across the world are seeing Whimzees products fly off their shelves. Don’t miss out! products fly off their shelves. Don’t miss out!

Retailers across the worldofare seeing Whimzees Dogs love Whimzees because their great taste and Dogs love Whimzees because of their great taste and products offexciting their shelves.

Don’t miss out! texture, andfly their range of fun shapes and sizes. texture, and their exciting range of fun shapes and sizes.

Dogsowners love Whimzees because of theirofgreat taste and Dog love Whimzees because Dog owners love Whimzees because of texture, and their exciting range of fun shapes and sizes. their excellent health benefits.

Whimzees their excellent health benefits. Whimzees help fight plaque and tartar, and we use help fight plaque and tartar, and we use Dog owners love Whimzees because of only natural, vegetable-based ingredients only natural, vegetable-based ingredients their no excellent health benefits. with preservatives.

All of ourWhimzees products with no preservatives.

All of our helpvegetarian, fight plaque and tartar, andproducts we use are gluten free, sugar free and GM free. are gluten free, sugar free and GM free. onlyvegetarian, natural, vegetable-based ingredients with Allpopular of our products You’llno bepreservatives. amazed at how Whimzees are – in fact You’ll be amazed at how popular Whimzees are – in fact are vegetarian, gluten free, sugar free and GM free. our worldwide sales have doubled since 2011. our worldwide sales have doubled since 2011.

You’ll be amazed at how popular Whimzees are – in fact our worldwide sales have doubled since 2011.

/WhimzeesDogChews /WhimzeesDogChews

Whimzees.com Whimzees.com

/WhimzeesDogChews

Whimzees.com 02/09/2015

PCR Sep15 P02 Kennelpak1 Ad.indd 2

09:22

welcome

Welcome to...

Pet Care Retail Be prepared

W

elcome to the latest issue of Pet Care Retail, the new magazine for those wanting to know about all the latest, cuttingedge best practice from the industry.

This edition hits the stores just a couple of weeks prior to PATS in Telford, one of the biggest events in the sector. As ever, PATS promises to be a mine of information for those attending – which is why this month we’ve included a four-page special feature, focussing both on the various unique events and seminars taking place, as well as several of the show’s most exciting exhibitors.

Look elsewhere in the issue meanwhile, and you’ll find an in-depth, exclusive interview with the MD of PamPurredPets, Steve Fowler, in our regular Let’s Hear it From section.

Steve has a fascinating story to tell, starting in the early 1980s with his decision to hand in his notice as assistant manager at Safeway, in order to make a career out of his passion for selling pet-related products. His company has since become one of the largest and most successful chains in the country, and Steve has plenty of wisdom to pass

on – particularly in relation to staffing and the importance of incorporating technology into your offer.

The theme of staffing continues with another feature, this time from Pets Corner, giving an account of its strategy when it comes to preparation for the shop floor. As the company’s head of training says, pet care is a massive field, and if you want to offer the best and most valuable service possible, your people need to be equipped to deal with anything and everything.

Lastly comes another interview, this time from the staunchly independent Animal Fair in Kensington. The store revels in its reputation as one of the most ‘traditional’ and comprehensive pet shops in the capital, and manager Colin Thorpe offers some interesting opinions on the state of the industry and the future of the high street.

Enjoy the issue.

Phil Mason Editor, Pet Care Retail

Contact ALL ENQUIRIES Tel: 01903 777 570 Eljays44 Ltd 3 Churchill Court, 112 The Street, Rustington, West Sussex BN16 3DA EDITORIAL Director – Lisa Wilkinson lisa.wilkinson@eljays44.com Tel: 01903 777 579 Editor – Philip Mason philip.mason@eljays44.com Tel: 01903 777 575 Editorial Assistants Charlotte Cook charlotte.cook@eljays44.com Tel: 01903 777 570 Nina Mason nina.mason@eljays44.com Tel: 01903 777 600 Content/Production Manager, Retail Group – Martin Cooper martin.cooper@eljays44.com Tel: 01903 77 594 ADVERTISING Business Development Manager Jamie Wilkinson jamie.wilkinson@eljays44.com Tel: 01903 777 588 Sales Executive – Amber Bernabe amber.bernabe@eljays44.com Tel: 01903 777 581 Accounts – Lisa Woollard accounts@eljays44.com. Tel: 01903 777 572 PRODUCTION Design – Alan Wares Printed by Pensord Press Ltd, Gwent, UK Published by ©Eljays44 Ltd MANAGEMENT Managing Director – Jim Wilkinson Director – Lisa Wilkinson Business Development Manager – Jamie Wilkinson MARKETING AND CIRCULATION Subscription enquiries – Jessica Garrard jessica.garrard@eljays44.com Tel: 01903 777 570 Garden Centre Retail is published 12 times per year by Eljays44 Ltd. 2015 subscription price is £95.00. Subscription records are maintained at Eljays44 Ltd, 3 Churchill Court, 112 The Street, Rustington, West Sussex BN16 3DA. Articles and information contained in this publication are the copyright of Eljays44 Ltd and may not be reproduced in any form without the written permission of the publishers.

The publishers cannot accept responsibility for loss of, or damage to, uncommissioned photographs or manuscripts.

Whilst every effort has been made to maintain the integrity of our advertisers, we accept no responsibility for any problem, complaints, or subsequent litigation arising from readers’ responses to advertisements in the magazine.

We also wish to emphasise that views expressed by editorial contributors are not necessarily those of the publishers. Reproduction of any part of this magazine is strictly forbidden.

www.petcareretail.co.uk

PCR Sep15 P03 Leader.indd 3

Pet Care Retail September 2015

3

02/09/2015 10:38

SANDOWN PARK R ACECOURSE, ESHER, SURREY Key facts

• A one-day event for the garden centre retail industry

Exhibitors include...

• Includes a trade exhibition and top quality seminar programme • Takes place in early spring at a crucial time for buyers when there are few other shows available • Easily accessible award winning venue • A comprehensive visitor promotion campaign

Why go to FutureLines?

For exhibitors

For visitors

FutureLines aims to deliver an audience of buyers, influencers and decision makers from the garden centre retail industry.

FutureLines will be informative and educational, and will offer great networking opportunities.

For exhibiting information

For visitor information

email: phillip.every@eljays44.com

email: jessica.garrard@eljays44.com

Call Phillip Every on 01903 777 586

Call Jessica Garrard on 01903 777 570

www.futurelinesevent.com

PCR Sep15 P10 Future Lines Ad.indd 10

02/09/2015 09:30

contents

Pet Care Retail CONTENTS

Pet Care Retail Issue 2 • September 2015

PEOPLE • PRODUCTS • PROFIT

KEEPING IT REAL

How pet shops can steal a march on online competitors

STATE OF INDEPENDENCE

September 2015

The manager of London’s Animal Fair on the future of the high street

BE PREPARED

The importance of staff training Four page PATS Telford preview

LET’S HEAR IT FROM...

Steve Fowler

The MD of PampurredPets on the history and ambitions of the company

18

latest products showcased

8 06 NEWS CENTRE

20 PATS TELFORD

Head of marketing at Burgess Pet Care, Richard Rockett, gives his insight into getting ahead of online competition

UNTURNED

Lucy Ross, head of training at Pets Corner, discusses her company’s philosophy on performance

PCR Sep15 P05 Contents.indd 5

Stephen Turner of Group 55 discusses products, trading and incentives for stockists and consumers

Suppliers tell us about their latest ranges

18 14 LET’S HEAR IT FROM

The managing director of PampurredPets, Steve Fowler, discusses the history and future of the business

INDEPENDENCE

www.petcareretail.co.uk

33 TRADING WITH…

25 PRODUCT NEWS

18 STATE OF

11

A round-up of some of the best pet foods available in the industry

We look at the upcoming PATS Telford event, which is gearing up to be the biggest show in its sevenyear history

08 KEEPING IT REAL

11 LEAVE NO STONE

30 PET FOOD

PREVIEW

A roundup of the latest news in the industry

Colin J Thorpe, manager of Animal Fair in Kensington, talks about changes to the industry since the 1950s

26 HOW TO SELL...

34 DON’T DRIVE

Geoff Hodge discusses how to take advantage of the UK public’s passion for keeping their pets looking good

28 GROOMING

THE PET TRADE UNDERGROUND

Director of Sky Pet Products, Felicity Gardiner, argues that garden centres should be allowed to sell domesticated animals

A selection of the latest grooming products

29 BEDDING

A range of items to help pets get comfortable

20 Pet Care Retail September 2015

5

02/09/2015 09:28

news

Memor’s stock-taking solution hailed

G

NEWS CENTRE Pets Corner plans relocation to newbuild carbon-neutral hub

S

ussex-based Pets Corner is proposing to relocate operations from its five locations in the county to a new hub in Hickstead, near Brighton.

The challenge, the company said, was to translate its philosophy of respect for all animals and the environment into a “contemporary and dynamic design, with genuine consideration for the environment”.

Pets Corner said the integration would diminish costs and any impact on the environment, while creating an inspiring workplace for the company’s teams.

The project would consist

of a retail shop, vets, offices, an online store, administration and distribution, with a warehouse to support its UK retail stores and exports. The hub would initially employ about 100 full-time staff.

Hickstead is eight miles from the south coast and a 20-minute drive from Gatwick Airport.

Green initiatives planned in the design include using timber frames rather than steel, wood cladding and insulation, solar panels, LED lighting, insect walls, rooftop garden including beehives, and natural cooling rather than air-conditioning. www.petscorner.co.uk

lobal automatic data capture company Datalogic has said a roll-out of Memor X3 mobile computers is helping Pets Corner slash time on its paper-based processes.

Pets Corner manager Matt Murtagh said: “Before implementing the Datalogic Memor devices, our staff were spending a huge amount of time on paper-based stock management tasks”. He said that for a large delivery the process could take up to six hours, but could now be completed in as little as 30 minutes, saving “in excess of 22,000 man hours a year”.

The hand-held computers are also being used for stocktaking and ‘off-shelf’ reports. www.datalogic.com

Ernest Charles dog foods wins a GIMA Award

G

ardman’s new Ernest Charles dog food range has won a top honour in this year’s GIMA Awards.

It was voted best product in the Pet Care, Aquatics and Wild Bird Care category. Gardman worked with nutrition experts to create special puppy, adult and senior formulations that are hypoallergenic and gentle on a dog’s digestion, the company said.

Gardman said its Ernest Charles dog food was produced from a single meat source, and provided controlled levels of energy and minerals, “making them ideal for a dog’s heart, brain and joint health”.

Co-op signs five-year Family Pet Show sponsorship deal

T

he Family Pet Show launched the countdown to its October show with news that The Co-operative Insurance has signed a fiveyear deal as its new sponsor.

Organisers predict 15,000 visitors over the two days, thanks to its ‘pets welcome’ policy.

Carrie Mosley, managing director of The Family Pet

6

Pet Care Retail September 2015

PCR Sep15 P06-07 News.indd 6

The company added that the range was 100% wheat-free and made without soya, dairy, pork or fillers.

The Garden Industry Manufacturer’s Association (GIMA) is a membership organisation which represents suppliers and manufacturers in the UK gardening industry. gima.org.uk

Show, said: “We couldn’t be more delighted to have a longterm association with The Co-operative Insurance.

The brand understands how important pets are to families”.

The Family Pet Show will run on October 3 and 4 at EventCity, next to The Trafford Centre, Manchester. www.thefamilypetshow.co.uk

www.petcareretail.co.uk

02/09/2015 09:28

p r o d u c t lni en we s

NEWS IN BRIEF

Easibed appoints product sales manager

E

quine and poultry bedding specialist Claire Hayward has been promoted to a new role as product sales manager for the easi range of bedding products.

Claire, a former easi product team leader, will be responsible for all national sales of equine bedding, easibed, and poultry bedding, easichick.

Claire will undertake the day-to-day management of the easi products sales team, as well as becoming more involved with managerial aspects of the business.

Grove Pet Foods welcomes two new appointments

R

etford, Nottinghamshirebased manufacturer Grove Pet Foods has announced two new appointments.

Annabell Dennis (pic, right) joins as sales administrator, while Camilla Helley takes up the position of field sales executive.

Annabell has a degree in agricultural animal health and welfare, as well as several years’ experience in sales. She will work on Grove’s Alpha and Vitalin brands.

Camilla has been promoted from her previous administration role. Her dog Fred joins her on the road.

Camilla said: “Fred and I are really enjoying meeting customers and working with the rest of the sales team.

“I am passionate about pet health and nutrition so feel proud to be representing such high quality brands.”

Sales manager Sean Cox said: “We are delighted to have Annabell and Camilla

www.petcareretail.co.uk

PCR Sep15 P06-07 News.indd 7

Claire has worked as part of the Hadfield family brand for seven years.

She said: “I’m really looking forward to the challenges that being a sales manager will bring.

I can’t wait to get stuck in and learn more about the business, as well as continuing to maintain the fantastic relationships we have with our customers”.

Both easibed and easichick are made from recycled white wood fibre and provide a dustfree and supportive bedding for horses and poultry. www.easibed.co.uk

OATA releases responsible guide to selling fish online

T

on the Grove Pet Foods team and look forward to seeing the impact they will have on our business as we continue to grow.

“Our expanded team enables us to deliver on exciting plans for the immediate and long-term success of the business”. www.grovepetfoods.co.uk

he Ornamental Aquatic Trade Association (OATA) has produced a guide to the responsible selling of livestock online, which gives advice on a range of issues from sales to packing and transporting fish.

OATA said it believes bricks and mortar shops are the best place for people to buy fish but also acknowledged that consumer habits were changing, with more people buying live fish online.

Its guide outlines the law on distance selling and also makes clear expectations of what a responsible seller should be doing when selling fish and arranging delivery.

Key points include: • Live fish should never be sent

by Royal Mail. Only approved couriers should be used • A firm date and time for delivery should be established, with someone over 16 always at home to take delivery of the parcel • Good after-care information should be included with the fish, with welfare of the creatures paramount. www.ornamentalfish.org/ guide-to-selling-fish-online

Bird care company Gardman has signed a five-year partnership deal the British Trust for Ornithology, renewing a long-standing relationship.

According to the company, the relationship allows Gardman ‘access to the UK’s most comprehensive source of research into wild bird populations’ Pet food manufacturer Wagg Foods is building a new 100,000 square feet warehouse on a ten-acre site on an industrial estate on Dalton Airfield. The reported turnover of the business is just over £58m in the year ending 30 June 2014, with pre-tax profits of £6.1m.

TV celebrity Jan Leeming is urging cat owners to sign up to charity Cats Protection’s ‘cat guardians’ service, to make provisions for their pets should they pass away.

She said: “The older you get the more important your pet becomes. They can be the biggest comfort to an elderly person and their closest companion.”

The Pets and Aquatics Trade Show 2015, also known as PATS, has sold all of its exhibitor stands, according to the organisers.

The two-day event will be held in September at Telford International Centre, after six years in Harrogate.

The Kennel Club has used Puppy Awareness Week to warn people about buying puppies from the internet and from newspaper adverts, without seeing the animals first. Research conducted by the club has found that one in 10 people are following this route of purchase without realising that many of the puppies have been smuggled into the UK illegally from puppy farms.

Pet Care Retail September 2015 7

02/09/2015 09:38

business: paws for thought

Keeping it real

Richard Rockett, head of marketing at Burgess Pet Care, gives an insight into how pet shops can steal a march on their online competition

T

here are a number of ongoing pressures, not least financial, when operating in the specialist pet trade, so keeping hold of customers is absolutely key.

One of the most effective ways to drive and maintain loyalty is by providing excellent customer service. The question is, what does that mean in a modern retail environment?

We live in a digital age, where customers have access to almost unlimited information, advice, reviews as well as the (dreaded by some) social media. With that in mind, the traditional ways of interacting with customers in a positive way, such as offering good advice on raising a puppy or helping with ideas for play, can all be found online with a few easy clicks. This leaves the specialist retailer with a few questions to answer, specifically in relation to providing unique selling points on an ongoing basis.

Differentiate yourself

One thing the online customer does not have is access to a person with years of experience, knowledge and expertise (and hopefully, enthusiasm). This is the key to customer service in the specialist pet trade.

Bear this in mind when recruiting, and make sure your staff are able to be as helpful as possible. The retailer is in a position to provide information that cannot be gained easily from other sources, which is something through which you can differentiate yourself from the competition.

The information in question includes detailed knowledge of the ingredients of pet foods, nutritional requirements by breed, as well as the specific

8

“Make sure your staff are able to be as helpful as possible“ health benefits of certain ingredients. This, combined with a thorough product range, will enable the specialist retailer to advise customers on the benefits of a particular food for their breed of dog, cat, small animal, and so on.

Keeping up to date

In order to do this successfully, owners have to make sure they and their staff keep up to date with all the latest

Pet Care Retail September 2015

PCR Sep15 P08-09 Social Media.indd 8

developments in the sector.

While this is not easy – particularly while managing all the other aspects of your business – it’s not impossible.

One way to do this is by reading articles provided in the trade press by different kinds of manufacturers, whether that’s pet food, toys or treats for example. Retail and manufacture are integral to one another in the pet care sector, so it pays to keep up

with any wisdom that your suppliers have to pass on.

These can be in the specialist pet trade – specifically, Pet Care Retail.

Training is, of course, another great way to keep up to date. To take just one example, Compass Education provides online and distance learning courses in animal nutrition, behaviour, first aid and general care.

Power of feedback

In years gone by, a shopkeeper may have got away with simply giving a customer a smile, a care guide and perhaps helping

www.petcareretail.co.uk

02/09/2015 09:29

business: paws for thought

Social media basics As mentioned earlier, mobile internet combined with social media means customers are never far from being able to interact with your business. And one of the most popular platforms is Facebook.

Consumers use Facebook for a number of reasons, including socialising and deal hunting. However, in a recent survey by Accent Marketing it was revealed that four out of five Facebook users have used the platform for customer service.

There are numerous key actions that specialist retailers should be thinking about in regard to their social media effort: 1. Regularly monitor the social channels you choose to engage on. This is hugely important if you want to stay ahead of the discussion in terms of customer service, as well as positive and negative PR. A regular check of your Facebook and Twitter

accounts will do for most.

However, if you use more channels (for instance, YouTube) you’ll need to keep up to date with those too.

‘Regular’ does not have one fixed meaning, but depends on the level of activity on the page. Twice a day is a sensible minimum, however.

about your Facebook response to a product recall when you have only just found out about the problem.

2. Plan how you’ll deal with out-of-hours interaction.

Social media is a seven-day-aweek thing, and just because your store is closed doesn’t mean your customers will stop asking you questions.

3. Make a plan regarding how to respond to feedback. Ensure you have clear operational procedures in place so that you know what to do when customers praise, complain or just give their opinion.

4. Make sure you have a reasonable contingency plan for how you will deal with an emergency via social media.

It is not a good time to think

5. Finally, don’t forget to set up some sort of reporting on the effect of your social customer service.

Any business should aim to measure what it’s spending on monitoring and social customer service, and the benefit it may be getting from that investment.

Remember, 44% of consumers expect a response from a brand via Facebook rather than other social media channels, while 47% think Facebook is the quickest social media channel to solve customer service issues. ◗ Richard Rockett is head of marketing at Burgess Pet Care Tel: 01780 483311 www.burgesspetcare.com

to pack their bags. This is no longer seen as giving good customer service, however.

With that in mind, the digital era offers further new opportunities to customers, namely instant feedback on their experience of a business.

This means the pressure is even greater for business operators to go that extra mile to get people to shout about the service they received.

Customers won’t hesitate to tell you what they think. And the potential customers that they reach won’t hesitate to pass on any feedback, whether positive or negative. ◗

www.petcareretail.co.uk

PCR Sep15 P08-09 Social Media.indd 9

Pet Care Retail September 2015

9

02/09/2015 09:29

PCR Sep15 P04 Lovejoys.indd 4

02/09/2015 09:27

business: training

Leave no stone unturned

Lucy Ross, head of training at Pets Corner, gives an insight into the company’s philosophy when it comes to preparing its staff for the shop floor

A

t Pets Corner we pride ourselves on the pet care knowledge our staff possess.

To keep them at the top of their game we have developed a comprehensive training model, which delivers a programme of regular educational sessions.

Our training team consists of 10 staff who work across five different centres. All members of staff are required to undertake an itinerary of sessions in our centres within the first three months of their initial start date. These run alongside continual shop floor training from district and regional managers.

“We have 378 different staff manuals” Our staff are taught in small groups of eight to thirteen people to ensure we provide an intimate setting, whereby we can cater for all abilities and experiences within the pet industry up until that point. Currently we have 378 different manuals for staff, 25 of which are nutritionspecific. The documents are continuously updated so we can keep knowledge current and relevant.

Subject matter

Our current sessions cover 12 different topics, including mammal husbandry, reptile husbandry, aquatics care and maintenance, aquatic product knowledge, wild bird and home farming, treatments and grooming, pets and parasites, dog training and products, and cat behaviour and care.

www.petcareretail.co.uk

PCR Sep15 P11-12 Pet Corner Training.indd 11

Alongside the animalrelated topics there are also sessions on the Pets Corner difference and customer service, systems and policies, and management training.

It’s a very intensive and broad schedule.

On completion of each

session, staff are required to pass a test to ensure they understand the subject and possess the necessary core knowledge. To keep up to date with changes, each member of staff will need to repeat these sessions within 18 months.

Handling livestock

Working at Pets Corner is more than just a sales and retail job. Animal welfare is our top priority and we are proud to be one of the most ethical pet stores in the UK. We have strict policies to ensure all animals’ needs are considered before, 

Pet Care Retail September 2015 11

02/09/2015 09:31

business: training

during and after their time in our care.

There is a business case for making sure animals are properly looked after. Our livestock are provided for to the best of our abilities so they are able to exhibit natural behaviours. Our nutrition and care is species-specific.

Staff who understand each animal and its needs are able to advise new owners on the responsibility and commitment they are taking on, as well as the best way to care for their pets. Customers will invariably come back to us because they already have that level of trust.

Staff morale

Our staff are at the heart of our success and encompass everything we stand for. They are the daily face of Pets Corner and the ones who are in contact with our customers, so it is important they are able to convey our ethos of exceptional service.

In terms of morale, the training has had a very positive

12

“Our staff training programme is part of Pets Corner’s strategy to improve the pet industry” impact. We are keen our staff know they are part of more than just a profit-making venture, and that each of them has an important role to play.

By providing them with as much knowledge as possible it shows them they are truly valued by the company and are integral to our core values.

The training we provide empowers them to go out and deliver and, in return, they get a real sense of achievement and satisfaction – especially when they receive positive customer or team feedback.

Concise and regular training has improved not only the experience of our customers but also the morale of our team because they are able to work with self-assurance.

We have found that focusing

Pet Care Retail September 2015

PCR Sep15 P11-12 Pet Corner Training.indd 12

on improving an individual’s knowledge provides them with the confidence to work more proactively. They feel better equipped to deal with our customers’ queries, offer them advice and ensure the animals’ welfare comes first.

This confidence will manifest itself as happiness and enjoyment in their work, which is passed on to customers in the form of a friendly and expert service.

We see our staff training as a long-term investment, not only for our business but also in educating as many people as possible in the importance of animal welfare.

Career progression

Without exception, every senior manager in the Pets

Corner team has worked their way up through the business.

This example demonstrates to all of our new recruits that hard work and loyalty will reap great rewards, and that their training forms an integral part of this potential.

The programme is a massively positive business tool for us and we always aim to continue to improve on everything we do and invest a huge amount on staff training.

It has played a pivotal part in our success.

Pets Corner is dedicated to improving the pet industry and our staff training programme is part of our strategy for achieving this. By focusing on teaching our staff best practice, we are able to raise awareness of the importance of the key components of pet care, such as nutrition, housing and treatments. ◗ Lucy Ross is head of training at Pets Corner www.petscorner.co.uk

www.petcareretail.co.uk

02/09/2015 09:31

S AT 0 P t 4 s and D u sit ta V i on s

We are the UK’s premier cage company Tel: 0844 693 1844 Web: www.skypetproducts.com Email: info@skypetproducts.com

0208 5011033 www.pettex.co.uk

Available from all good pet stores Pampuss the ultimate woodbase litter Pampuss cat litter - Produced by an advanced pelleting process using reprocessed softwood timber for a performance product. Easy to use and great odour control. After use Pampuss can be composted or incinerated for ease of disposal.

PCR Sep15 P13 SkyPet/Pettex Ad.indd 13

02/09/2015 09:31

feature: let’s hear it from...

LET’S HEAR IT FROM...

Steve Fowler

The managing director of PamPurredPets discusses the history and future of the business Could you tell me a little about the business and history of PamPurredPets?

The company was formed in 1981, with the first store in Ferndown in Dorset. Previous to that, I was working for the Safeway supermarket chain as an assistant manager. After the first day’s takings at that store, I handed my notice in, got out of grocery and into pet stores.

After six years, we opened a second store in Poole and have gradually expanded since. Today, we operate 49 stores and should have 50 by Christmas.

The business started with a £3,000 bank loan, together with £3,000 from our savings. From that, we created the environment.

Why did you make the leap to pet retail?

Initially, pet stores were nothing like they are today – there were no superstores. In fact, our little 1,200ft 2 store was one of the largest around – certainly the largest in Dorset. It was also one of the bestequipped in the south.

I took the merchandising experience I gained from grocery into that environment and created a clean, efficient, tidy, well-stocked, well-merchandised pet store, which was pretty rare in those days. That’s how we made our mark.

So really, it was a matter of using a more mainstream model…

Yes. We put in sloping shelves, dividers and risers. We used different point-of-sale material. Pet stores in those days were normally dirty, smelly places with very little

14

Pet Care Retail September 2015

PCR Sep15 P14-17 Let's Hear It From.indd 14

www.petcareretail.co.uk

07/09/2015 10:13

feature: let’s hear it from...

“Doubling in size gave us the opportunity to centralise distribution and we operate today from a central site incorporating our offices and warehouse”

on the shelves and sawdust and hay on the floor.

All the pet shops were independent, which is very different to the way the industry is today.

What was the public reaction to that?

We went from strength to strength.

After the first day’s takings I handed my notice in at Safeway. Initially, I opened the store, put a manager in and took a week’s holiday from Safeway. I helped out at the pet store for the first week and, after that, I decided to put all of my efforts into the pet industry.

What is PamPurredPets’ unique selling point?

I think you actually need more than one. In the first instance, we offer a clean, well-stocked, well-merchandised environment.

Training staff to ensure the

www.petcareretail.co.uk

PCR Sep15 P14-17 Let's Hear It From.indd 15

customer is always put first is also very important.

The other unique selling point is that we focus on loose products.

We’ve got a loose section now, which is very hygienic, and we dispense out of acrylic sealed containers. That takes things back to a traditional pet store a bit more.

Customers are also able to make a saving, and they can also choose how much they want.

We have our own label. We’re part of a buying group with Just for Pets, and the brand is called Fab. It’s aimed at a wide range of pet owners – dog, cat, bird, small animal and fish owners. It is pitched as a value-for-money product. Fab is produced purely for us, in the UK, Europe and the Far East.

The aim is to be competitive, without being the cheapest. The Fab brand has been going for 14 years, so it’s certainly successful.

Staff training is vital, particularly in regard to livestock and nutritional requirements for all types of animals

Can you talk about the amalgamation with Pets Village in the 1990s. Why was that decision made?

We ran it as a separate chain but we changed the trading name to PamPurredPets.

We became a lot bigger overnight. Doubling in size gave us the opportunity to centralise distribution and we operate today from a central site incorporating our offices and warehouse. This allows us to have specialist people within the organisation to operate the various roles needed.

For example, we have a fulltime health and safety person and a full-time personnel manager.

How important is staff training to the business?

Staff training is vital, particularly in regard to livestock and nutritional requirements for all types of animals. Product knowledge is also essential. Everyone needs to be aware of them.

I believe a lot of chains have a lot of very well-trained staff now. The City and Guilds in pet store management is essential from our point of view, and we demand that all our full-time staff take it. We’ve also got our own examination papers, which everyone runs through within the first six months of joining us, and they get a certificate at the end.

We also encourage staff to participate in correspondence papers, that a lot of our suppliers organise – organisations such as Royal Canin, Nestle, Johnson’s.

There are quite a lot of companies that operate training courses direct to our employees.

We currently have approximately 350 staff altogether, and we train 30 or 40 per year. We are opening new stores all the time, and any new staff being taken on will go through the rigorous training programme. We try to promote from within, which gives us the opportunity to retain those members of staff that we have already trained and who have the relevant experience to go forward into management positions. This helps with new store openings as we have experienced staff which creates a good impression. 

Pet Care Retail September 2015 15

07/09/2015 10:14

feature: let’s hear it from...

PamPurredPets has a presence in many different kinds of retail outlet. What’s the difference between a high-street pet store and one of your larger, out-oftown outlets in terms of reaching different parts of the market?

An out-of-town retail park gives you the chance to sell in bulk. Big bags of dog food, big bags of cat litter.

Normally, those kinds of stores will be larger, giving us the space to sell the bigger items, and the customers can park very close.

In a high street environment, it is important to alter your offer to the consumer to reflect the fact a car park could be a little way away.

If you fit out your store with bulk bags and larger items, it could be a complete waste of space.

We would focus on a high street location with smaller items and more impulse purchases.

History of PamPurredPets PamPurredPets was founded by husband and wife team Steve and Debbie Fowler. They opened their first store in 1981 in the town of Ferndown in Dorset.

This store was only 1,200ft2 and originally catered for pet and garden products. After six months of trading, it became clear to the Fowlers that pet foods and accessories offered the biggest opportunity for success.

A second store followed in 1987 and further stores have opened during the past 28 years. PamPurredPets now has 49 outlets throughout the south of England, Wales and the M4 corridor, with all of its administration and distribution being centralised from its head office in Verwood, Dorset.

The stores are mostly in high street locations and averaged 1,250ft2 10 years ago. However, on average a new store today trades out of approximately 4,000ft2. The stores have main road frontage, some have customer parking and they can also be found at retail parks, with more recent expansion into garden centres.

PamPurredPets is one of the south’s largest independent high street pet store chains.

PamPurredPets said its aim is to enhance the well-being of pets by supplying quality products at competitive prices from clean, hygienic surroundings with friendly, qualified staff.

PamPurredPets is a specialist chain and a spokesperson said it takes pride in ensuring the best help and advice is given to all of its customers. The company said it believes in responsible pet ownership, which can only be encouraged and nurtured through a specialist store channel with the help and knowledge of its fully trained staff.

PamPurredPets has a wide range of products, catering for all pet needs. It specialises in foods and accessories for dogs, cats, birds and small animals. Its focus is on ‘Super Premium’ food.

16

Pet Care Retail September 2015

PCR Sep15 P14-17 Let's Hear It From.indd 16

Food is the biggest source of revenue for PamPurredPets

What about garden centres?

Large garden centres can often have car-parking opportunities close by. In which case, the larger sites are also suitable for rabbit hutches, runs, big bird cages and things like that.

Where you have a garden centre outside of town, it is usually a destination and the average spend is often a lot more.

What is PamPurredPets’ biggest source of revenue?

Food is the biggest source, but only just – but that’s food for all animals, not just dogs and cats. We are strong on accessories and we have a good offering.

In terms of supply chain, we deal direct with all the manufacturers in the UK. We’ve got our own central distribution centre, which enables us to deliver to our own stores.

The only products that go into the stores direct are frozen food and livestock.

Everything comes in via our central distribution centre, and we supply our stores with all they need on a twice-weekly basis.

You’re involved in a lot of animal charities. How important is that from a marketing point of view?

We support a lot of smaller, local charities that rehouse dogs and cats, particularly in the Dorset area.

We like to support smaller charities, perhaps because they’re closer to home, which means we get to know a little bit more about where the money we have helped raise goes.

It is very much a matter of making yourself part of the local community. I think we’re seen as an integral part of the community of pet owners through that kind

www.petcareretail.co.uk

07/09/2015 10:14

feature: let’s hear it from...

“A lot of smaller independent shops have had to close because of the amount of business that is now being conducted online” of effort. That is reflected in our efforts on social media, where we try to engage with our customers so they can tell their friends what’s happening with us, and what’s happening with trends in petkeeping. We keep people updated with seasonal news and current issues.

The majority of your stores are in the south of England. Do you have plans to go any further north?

Certainly, but that’s entirely dependent on site availability.

The consumers will be different in different parts of the country – they’re different in every town.

We want to go step by step, slowly-slowly, so we can give our customers a good level of service.

Consumers will be different in various parts of the country. There would be a lot of factors involved – for instance, the size of dog that people own won’t necessarily be the same in a town than in the country.

That kind of thing is definitely a factor. In London, it’s mostly smaller breeds, and they get bigger as you head out into the countryside.

How important is online selling to your business?

It is getting bigger and bigger all the time, and it’s important not to disregard the opportunities available. The challenge is to do it and make a profit.

For every single stock-keeping unit (SKU), you need to find out how much it will cost you to get it to the consumer and then you’ve got to build this into the cost of the product. There are certain things which are too expensive to sell online, because of the sheer cost involved in getting them to the customer.

www.petcareretail.co.uk

PCR Sep15 P14-17 Let's Hear It From.indd 17

If you are not careful selling things online, you could end up competing against your own bricks and mortar store.

How do you get around that?

With difficulty. You have to be inventive. For instance, we’re offering click and collect now, which is growing in popularity.

A lot of smaller independent shops have had to close because of the amount of business that is now being conducted online. We’ve got the facility to sell products, but also to offer support for our customers.

We give a lot of support to people that have never owned pets before, both online and at point of sale. It’s a matter of educating them as well.

How important is technical innovation to the way you do business?

Every business needs a point of difference to its competitors. We use Amscreen, which is a fantastic marketing tool. It allows us to advertise products and offers that we have in-store, whilst educating the consumer at the same time.

It is a useful tool for identifying your customer base in individual stores, it can tell you how many customers you have per hour, per day and per store. It also enables us to evaluate the type of customers that come into each store at any time. It’s a digital screen, linked to a head office in northern England.

It helps us to create a programme that suits those particular segments.

We can have any content we like, displayed in-store on the counter. ◗

Steve Fowler is managing director of Pampurred Pets. www.pampurredpets.com

Pet Care Retail September 2015

17

02/09/2015 09:33

feature: independent pet store

State of independence

Colin J Thorpe, manager of Animal Fair in Kensington, which advertises itself as London’s best pet shop, talks about changes to the industry since the 1950s

Could you give me a brief history of the business?

Where we are has been a pet shop since the 1950s, with the present owner buying it sometime at the end of the 1960s. It was originally known as the Kensington Dog Shop.

It was a cobblers when the site was first up and running,

with the guy that ran it making collars and leads out of his offcuts of leather. It gradually got bigger from there.

When did you come in?

I arrived in February 1969, and have been here ever since. My first job was at Harrods in the pet department.

At that time, Kensington High Street was a thriving shopping centre, which is quite different to the way that it is now. It’s gone the way of a lot of high streets in that the local shops seem to be disappearing quite fast. We still get local residents that come in here, but generally people don’t come to Kensington to go shopping.

How else have things changed since you first came on board?

One way is that the public has become much more caring about pets and much better educated too, both of which are clearly very good things.

A knock on effect is that customers generally don’t buy certain kinds of livestock from pet shops. Thirty years ago, if you said to someone who wanted a Yorkshire Terrier that you knew a good breeder in Wiltshire, they’d say Oh I don’t want to go all the way there.

It’s very different now. They want to see the parents, the home it was raised in and so on. We haven’t sold puppies and kittens for about 20 years.

ball or choc drops. Now, there’s an enormous number of lines, with more coming all the time. People are prepared to spend much more on their pets than they were.

Who do you aim for in terms of the products that you stock?

We tend to go for the premium food products, because that’s the market we feel we can compete in, rather than the supermarket demographic.

Our strategy is to stock the things that the bigger stores don’t, as well as having more of a range in the lines that we do have in. For instance, we sell mountains of something called Lily’s Kitchen, which is top quality stuff, which I think is also sold in Waitrose.

However, we’ll keep four flavours rather than just one to give our customers a choice.

Given your location, do many of your clientele see their pet as a status symbol?

Not really. Historically, this has always been an area with the hunting, shooting and fishing brigade, so as a general rule that’s meant we get much more practical and down to earth customers. People do buy diamante collars and mink this-that-and-the-other, but that’s more in Knightsbridge.

I’d say one of the biggest changes is the sheer range of stuff that’s available now.

Again, 30 years ago, in terms of dog treats, you had a rubber

18

Pet Care Retail September 2015

PCR Sep15 P18-19 Animal Fair.indd 18

www.petcareretail.co.uk

02/09/2015 09:34

feature: independent pet store

People are much more conscious of feeding quality food products to their pets - certainly in Kensington.

We tend to stock what our customers ask for, and obviously what’s popular.

On your website, you claim to be London’s best pet shop. Why is that?

I would say that we’re one of the most traditional pet shops operating in London, definitely. I think it’s important to have that kind of outlet – and I would say we’re possibly

“People are much more conscious of feeding quality food products to their pets ” London’s most comprehensive pet shop.

There’s an awful lot of dog boutiques, selling up-market shampoos and things like that, and giving a good service, but that’s not us.

What are the challenges facing independent pet shops in particular? What are the advantages of not being part of a chain?

In terms of disadvantages, one obvious one is that our buying power isn’t as good as that of a chain. Also, anyone on a high-street, which a lot of independents are, has to deal with astronomically high running costs. We’re all crippled

‘round, usually writing in with a CV. We like that because it indicates that they like the pet trade and want to work in it.

We used to advertise, which was often very hard work.

by parking charges, councils charging us to take rubbish away and things like that.

A big advantage is that it’s easier to keep control of certain things if you’re operating on a smaller scale – staffing, for instance.

The chains are obviously great, but if you’re employing multiple hundreds of people it must be very difficult to ensure that they’re all of a similar standard. We have a small core of staff, which I think that gives us an edge.

How do you recruit?

The majority of people that we employ have approached us rather than the other way

Do you have any intentions of developing an e-commerce effort?

We have no plans to go online at all, other than the website we’ve already got, which is for information. We couldn’t have an e-commerce effort, or even a list of the things that we stock because it changes all the time. We’ve probably got five or six thousand lines, which change almost on a weekly basis. w

Colin J Thorpe is the manager of Animal Fair pet store, Kensington, London www.animalfair.co.uk

Animal Fair stocks thousands of lines

www.petcareretail.co.uk

PCR Sep15 P18-19 Animal Fair.indd 19

Pet Care Retail September 2015 19

02/09/2015 09:34

show preview: pats telford

PATS Telford to attract record number of exhibitors PATS Telford is gearing up to be the biggest show in the seven-year history of the UK’s number one pet trade event

F

or the first time, PATS will take place at Telford International Centre, with the exhibition hall offering greater floor space for the more than 180 companies to exhibit on Sunday and Monday, 27 and 28 September.

The new venue has allowed many UK suppliers to increase their stand space, while a growing number of international companies will also exhibit.

PATS is the only UK event in which buyers from specialist pet stores and garden centres can view all the latest products under one roof, with the switch to Telford also likely to attract more international visitors thanks to good access from Birmingham and Manchester airports.

As well as meeting a number

20

of PATS regulars, visitors to the show will be greeted by a host of new faces and products.

Show organiser Annie Foord said: “All our major exhibitors are heading to Telford and we will welcome an increasing number of overseas companies.”

PATS Telford will be an ideal opportunity for retailers to talk to manufacturers and suppliers about what is new in the market, with the New Product Showcase a great way for visitors to see and touch the new products they will stock.

The showcase has been allocated a prime position to acknowledge its importance to both exhibitors and visitors, with all items entered into the New Product Awards judged by a panel of pet retailers.

Pet Care Retail September 2015

PCR Sep15 P20-23 PATS.indd 20

Pet store and garden centre buyers have backed PATS. Jenny Wiscombe, of Pug & Puffin Pet Store in Lyme Regis, Dorset, said: “I have attended many trade events over the past five years and without doubt PATS creates the biggest buzz.

“It’s always worth taking the time out of our busy schedule because we can save as much as 30% from existing suppliers by ordering at the show.”

Danielle Berry, of Chessington Garden Centre in Surrey, is also a fan of the event.

She said: “PATS has become an important event in my calendar because it’s the best place to see all the new pet products.

“You can see everything from pet food and treats to

toys and accessories. There is no other show like it.”

Visitors to the show will also be able to enjoy demonstrations from the country’s leading dog groomers and listen to talks from prominent industry figures.

As well as free parking at the Telford International Centre, visitors will receive free tea and coffee, plus a show catalogue. A free drinks reception takes place after close of show on day one.

For a full a list of exhibitors, directions to the venue and the latest show news, visit www.patshow.co.uk.

Opening times Sunday, 27 September, from 9am to 5pm Monday, 28 September, from 9am to 4pm

www.petcareretail.co.uk

02/09/2015 09:34

show preview: pats telford Telford has so much to offer Visitors are being encouraged to mix business with pleasure during their trip to PATS Telford and make the most of the Shropshire town and the surrounding area.

Show organiser Annie Foord said: “The timing and location of PATS Telford is perfect for combining a trip to the UK’s number one pet trade exhibition with a spot of relaxation and sightseeing.”

The owners of Telford International Centre, Southwater Event Group, has developed the complex into one of the country’s major exhibition locations.

Tom Gray, chief executive of Southwater Event Group, said: “We are sure visitors will find the venue a welcome home for

the show.

“With stately homes, museums and more close by, anyone looking to extend

New Product Showcase Winning an award in the PATS New Product Showcase can be the launchpad to major sales, according to companies whose new products have been recognised at previous exhibitions.

A panel of independent pet retailers judge the products, and past winners have said an award can increase a product’s profile.

At the New Product Showcase, visiting retailers can view the new products they will stock for the coming season and the Showcase is designed to help visitors to find the latest and most exciting products to hit the pet trade, all in one display.

The manufacturer or supplier will be able to discuss

www.petcareretail.co.uk

PCR Sep15 P20-23 PATS.indd 21

their visit and explore our destination will not be disappointed.

“The Unesco World Heritage

site of Ironbridge is only a short drive away and offers a whole host of museums charting the industrial revolution. The stunning Shropshire Hills, an area of outstanding natural beauty, are a walkers’ paradise.”

There is a wide range of accommodation to suit all budgets in and around the venue, with good road and rail networks.

With England’s two largest international airports outside of London ideally situated for Telford – Birmingham with 110 daily arrivals and Manchester with almost 200 – PATS Telford is also seen as a great opportunity to attract more international visitors.

Strong line-up for free seminars any product in detail but an information card beside each product will display suggested retail price and where in the show to find the item’s exhibitor.

On the first morning of the show, all entries in the showcase are judged by a panel of retailers for the New Product Awards, with results highlighted throughout the exhibition.

The awards will be presented at lunchtime on the opening day in categories such as Cat Product, Dog Accessory Product, and Pet Care Product Or Service.

The other categories are Dog Food or Treat Product, Bird Product, Small Animal Product, and Grooming Product or Service.

PATS Telford has secured a strong line-up of speakers for two days of free seminars designed to give pet retailers ahead-of-thegame ideas on new lines, approaches and profit potential.

The talks, produced in association with Pedigree Wholesale, will take place in the seminar theatre on both days.

Topics covered will include top tips for independent retailers, using social media

to build a loyal customer following, retailing raw pet foods, and generating more online visitors.

There will also be a chance to earn Continuing Professional Development (CPD) points for those people attending a special seminar by animal healthcare specialists Merial.

The CPD points will go towards the ongoing development of suitably qualified people working in the pet industry.

Pet Care Retail September 2015 21

02/09/2015 09:35

show preview: pats telford NEW PRODUCT AWARDS

How a New Product Award has helped our company Collarways – winner of Dog Accessory Product with Zogoflex Toppl at PATS Sandown 2015

How did you react to winning a New Product Award at PATS Sandown in March?

We were pleased West Paw Design’s Toppl treat toy won the Dog Accessory Product.

There was a high standard of entries but we were confident in entering the new toy as we know it’s a great product.

Has the award helped your business?

Winning the award had an instant impact for both the winning product and for interest in Collarways. We were incredibly busy at the show and have seen a great increase in sales and interest in the brand as a result.

How have you used the win to promote the product?

The press coverage after PATS Sandown has been good and we are still reaping the benefits from publishing our own press release. We use the graphic supplied by PATS that states we are a winner on our website and in our marketing material. We proudly display our winning plaque in our showroom.

‘problems’ is that we represent so many great brands, so selecting the accessory products we feel are the best can be a tough job.

Katie Goldsmith, director

Will you enter the New Product Showcase at PATS Telford?

We will definitely enter some of our new products but, at the moment, they are a closely guarded secret. One of our

Group 55 – Winner of Grooming Product with Mane Tamed, PATS Sandown 2015 How did you react to winning a New Product Award at PATS Sandown?

There is always a great sense of achievement when a product you work so hard to get right is recognised for its quality. There has been some impressive product development in the UK pet market and we know the products are put through a tough judging process. We also know the quality of the other products in the category, so to come out on top was a great feeling.

Has the award helped your business?

Our new product development programme is very thorough, so before any product launch we are always confident the product will deliver advancements within its particular category. Winning

22

Pet Care Retail September 2015

PCR Sep15 P20-23 PATS.indd 22

a New Product Award means you have been recognised by industry experts, which adds further credibility to the products and business as a whole. This gives our customers complete faith in the product, both domestically and throughout our network of international distributors.

How have you used the win to promote the product?

From the moment the product won, we were proud to display the award on our trade stand at PATS Sandown. The following week we launched press releases to trade and consumer magazines around the world. We also secured editorial space in the two main equine trade magazines and, having won the award, there was no better way to launch

the product. We also include the award on all point-of-sale and promotional material we send to customers, as well as making people aware of the achievement through our website and social media sites.

Will you enter the New Product Showcase at PATS Telford?

Our investment in new product development has never been greater and we now work more than 18 months in advance of product launch. Not only do we have new products and brands to launch at PATS Telford, but we already have products scheduled for launch at both Sandown and Telford in 2016.

Stephen Turner, managing director

www.petcareretail.co.uk

02/09/2015 09:35

show preview: pats telford

PATS exhibitor preview

We take a look at some of the companies who will be exhibiting at PATS Telford

Pettex

Pettex is a major supplier of branded and private label products including cat litters, small animal beddings, aquatics and reptile products, and has attended every PATS since its inception. This year it is launching EkoPet, a superlight non-clumping hygienic cat litter. With a special additive and thousands of fastacting micropores in every granule, EkoPet instantly traps unpleasant odours and controls bacteria for a very hygienic cat litter.

Stand C40 www.pettex.co.uk

Paragon

Paragon pet care will be showcasing its avian protection products at PATS, including its new mite and lice killing powder. According to the company, the line is 100% natural and effective. It was originally shown at The Pigeon Show in January of this year at Blackpool’s Winter Gardens, and was an ‘instant hit’ with fanciers.

Paragon aim to take the product range into pet shops across the UK and Europe Stand A66 www.whimzees.com

Green & Wilds

Green & Wilds is the natural, healthy pet chews and treats company that pioneered the Antler Dog Chew. They are currently showcasing Chewroots for dogs, Fish Treats for dogs and cats, and the big reveal of a brand new product line. At PATS you can grab your free Eco shopping bag of their samples, find out more about free display stands and see their launch stock offers. Stand F45 www.greenandwilds.com

Dogrobes Dogrobes are the easy way to dry dogs with practical, easy to use drying coats made to fit all dog sizes. Dogrobs dry dogs quickly while protecting surroundings from wet shake-off. They come in classic colours of navy, red and green, and at PATS they are launching two new colours. Dogrobes provide stockists with special offers and lots of eye-catching marketing materials to help maximise sales, and claim there will be lots of happy dogwagging testimonials at their PATS stand.

Stand D50 www.dogrobes.co.uk

Animology Animology is the UK’s multi-award winning pet grooming brand that has sold over 1m bottles. Their products are used by top groomers, show dog owners and thousands of dog owners in more than 45 countries around the world. The principle of the Animology grooming range is simple: to manufacture top quality grooming products that deliver excellent results and are sold at affordable prices.

Stand A6 www.animology.co.uk

www.petcareretail.co.uk

PCR Sep15 P20-23 PATS.indd 23

Pet Care Retail September 2015 23

02/09/2015 09:35

You are never more than the push of a button away from your pet This wall-mounted device which allows users, via the PetTime app for both Android and iOS, to engage with their dog or cat wherever they are in the world Everybody has a smartphone, so we have leveraged modern technology to allow you to use your phone to talk with your dog, capture stills of your favourite pet and live video action. You can even use your smartphone to reward your pet with a tasty low calorie treat. So wherever you are, you can stay in touch.

Come and see us at PATS Telford.

Stand G4

Pet Time2.indd 1

PCR Sep15 P24 Paragon/21C.indd 24

• View your pet wherever you are at any time • Notifies the user when pet in range of camera • Speak to or whistle to your pet • View your pet • Take a photo of your pet

• Take a video of your pet • Ten built-in call options • Record your own sounds • Device can be pre-programmed to dispense treat/s • Rechargable battery

A real opportunity to not only make a margin on the sale of the devices But it gets even better!

You can make recurring margins on the sale of the treats...

BRINGING YOUR PET INTO THE HI TECH WORLD 21C Pets Limited, Foxglove Manor, Whitchurch on Thames, Oxon, RG8 7NT www.21cpets.com • 075843 46969

02/09/2015 09:37

02/09/2015 09:38

product lines

Product news All the latest news from leading product providers in the pet care retail sector

Pets Sanctuary offers comfort

PetSafe dangle and tease

P

ets Sanctuary manufactures and distributes products to help bereaved families get over the loss of beloved pets.

According to the company, its sterling silver keepsake pendants feature a ‘wellengineered fastening,’ which holds a pet’s ashes securely inside. The pendants can be opened using a 2mm alum key.

Heavenly hutches meanwhile are described by the company as ‘a wonderful way to lay a pet to rest’. They come in a variety of colours, and are made of natural wood.

The company is also the exclusive UK distributor for three biodegradable memorial tree urns. www.securehaven.co.uk

Unique cat litter offer

T

he manufacturers of Breeder Celect claim that the cat litter offers ‘a real point of difference’, in terms of both performance, and because it’s not stocked in a supermarket or discounter.

The product is made from paper pellets, manufactured at the company’s plant in North Lincs. The manufacturing process involves ‘the latest, cutting edge paper processing technology, without the use of chemicals’.

A company spokesperson said: ‘Breeder Celect is natural, eco friendly and bio-degradable. It offers outstanding odour control, virtually no pellet breakdown and keeps pets’ toilet and cage areas clean and dry’.

The company also produces Back 2 Nature animal bedding. www.breedercelect.co.uk

www.petcareretail.co.uk

PCR Sep15 P25 Product News.indd 25

P

etSafe is launching two cat toys – the ‘Doorway Dangli’ and the ‘Twist ’n Treat Teaser’.

The former dispenses treats, while cats playing with the unit attempt to capture its hanging ‘rabbit tail’. Owners can remove the two halves of Twist ’n Treat Teaser meanwhile, before filling it with a treat or dry food, and tightening it again to give their pets a challenge. It is topped with a yellow feather to entice animals to play.

The toys can be used as a way to deliver treats, or to feed pets meals as part of a weightloss solution. www.petsafe.net

ProRep launches live terrarium range

P

eregrine Livefoods has launched a range of live plants suitable for terrarium use.

The range, which is being launched as part of the company’s ProRep brand, is intended to provide ‘natural shades, basking sites and climbing perches’ for reptiles.

A spokesperson for the company said: ‘Peregrine selected the range to ensure safety and suitability for all habitats and growth patterns. It features plants suitable for jungle and desert set-ups, and includes specialist mosses and carnivorous plants.

‘All plants come with a label advising of suitability, species and care requirements’. peregrinelivefoods. co.uk

Pet Care Retail September 2015

25

02/09/2015 10:29

products: category review

How to sell...

dog grooming products Geoff Hodge says there’s never been a better time to take advantage of the UK public’s passion for keeping their pets looking good

Going the whole dog

M

ost of us like to scrub up well and look good when we’re out and about; even us men are spending more time and money on grooming than ever before. (The ultimate accolade now, I believe, is metrosexual – as well as the new ‘vetrosexual’, who are 25 to 34-year-old ‘super consumers’.)

Our dogs and cats are no different, in that we want them to look and smell great.

And you don’t have to be a movie star to have a well turned out and pampered pooch either. In fact, we’re spending more and more on pet grooming, with the total market worth in the region of at least £160m (Pet Care Report 2011).

Regular grooming plays an important part in the care routine of animals. It is vital, for instance, to a dog’s overall health – and also makes a powerful statement that you love and care for your dog.

Pet care supply specialist Petface told me that essential items to stock also include rubber cushion brushes, slicker brushes and moult controllers.

The company adds that to maximise sales you should also offer a full range in multiple sizes to suit all dogs and cats.

Fur type and length also varies massively between breeds, which is also something to be borne in mind when stocking these kinds of products.

These needn’t take up much room at all as Petface says one of the best display methods is full-height and low-level slat wall solutions. ◗

One thing that everyone involved in pet care retail – from pet shops to garden centres – is also realising, is the full potential of on-site grooming salon concessions.

Laura Cullingham is the salon manager at Bubbles ‘N’ Bark at Seasons Garden Centre, near Bedford. The dog grooming aspect of the business is not only lucrative in itself but it also offers her a fabulous trading opportunity.

Speaking about the success her store has had, she said: “I am regularly fully booked for weeks in advance, and have more than 600 clients.”

She believes it is best for most people to have their dogs groomed professionally – especially longhaired breeds. She also agrees that it is too much hassle or too complicated to expect most customers to do the grooming themselves.

She sells shampoos and sprays to augment this part of her business, many of which are natural products which are a big money-spinner. She said: “Oatmeal and honey is particularly popular as it’s good for the skin and coat, and particularly beneficial for dogs with allergies. Brushes and other grooming equipment are sold at the centre’s in-house pet store.”

Looking good

Stocking a carefully selected range of grooming products will appeal to all animal lovers. Good sellers include brushes and combs (vital for cats and smaller long-haired pets), shampoos and conditioners, sprays and hygiene products and even dog towels.

If you want to go further, then selling a small selection of clippers and scissors is a good idea for those customers who do all their grooming at home.

26

Pet Care Retail September 2015

PCR Sep15 P26 Geoff Hodge Dog Grooming.indd 26

Estimated value of the pet grooming market in 2011

Geoff Hodge is a writer and broadcaster. He writes for various gardening magazines and websites and has written eight books. Previously, he was a garden centre manager.

www.petcareretail.co.uk

02/09/2015 10:28

Sept Issue Pet Care Retail Qrtr Page Portrait.pdf 1 16/07/2015 17:21:49

mutneys PROFESSIONAL PET CARE

The easy way to dry your dog Introductory trial pack Great margins FREE product launch kit

Stand D50

0800 151 3188 • www.dogrobes.co.uk

PCR Sep15 P27 Group55/DogRobes/Muttneys.indd 27

RANGE

08454 68 64 67

www.mutneys.com

Individual RRP’s from C

M

£5.99!

Y

CM

MY

CY

CMY

K

Why sell Mutneys? made in the UK

natural ingredients

complies with EU regulations

no harmful chemicals

bio-degradable

professional quality

attractive packaging

hypo-allergenic

fully stocked POS units

pH balanced

great bulk discounts

02/09/2015 09:38

products: grooming Safe tick removal

▲

O’Tom’s Tick Twister, the company said, is an ingenious tick removal device and the only instrument that allows the user to hold the tick without compressing its abdomen.

Removal is achieved via a twisting motion, the safest way to remove ticks completely, lowering the possibility of a follow-up infection.

RRP: £4.24 www.ticktwister.co.uk

▲

Groomers’ festive fragrance retail range Groomers’ limited edition festive fragrance range has returned, with a new offering named Cosy Vanilla aimed at the Christmas season. The range features five holidayinspired scents and includes gift bags containing the shampoo and spray collection.

RRP: From £5.55 www.groomers-online.com

Latest products

Grooming Keeping your pets free from pesky pests

▲

The easy way to dry dogs

▲

Dogrobes are practical, easy to use drying coats made to fit all dog sizes. Dogrobes dry dogs quickly, while surroundings are protected from wet shake-off. They come in navy, red and green but the company is also launching two new colours at PATS. A spokeswoman said the company liked to look after its stockists, with special offers and “lots of eye-catching marketing materials to help maximise sales”.

RRP: From £16.95 www.dogrobes.co.uk

Mutneys dog shampoo

▲

Mutneys’ shampoo and conditioner range has been developed by dog groomers within working salons during the past 20 years. A company spokesman said all the shampoos have been based on a hypoallergenic formula, with natural ingredients, and have been specially pH balanced to suit a dog’s skin and coat. He added that the range contained no harmful chemicals.

The range comes in a variety of sizes.

RRP: From £5.99 www.mutneys.com

DogStar quick-rinse shampoo range

Group55, creators of the Animology range, has introduced its new ‘entry level’ brand, DogStar. The company is launching an initial range of five quickrinse, low-foam, PH balanced shampoos. The product comes in 300ml bottles with

28

Pet Care Retail September 2015

PCR Sep15 P28 LP Grooming.indd 28

five fragrances: Bubblegum, Zingy Lime, Pink Grapefruit, Raspberry & Vanilla, and Honey & Shea Butter. The products will be unveiled to visitors at PATS in Telford at the Group55 stand.

RRP: £2.99 www.dogstarpet.com

www.petcareretail.co.uk

02/09/2015 10:39

products: grooming Lords & Labradors crate cover set

Latest products

▲

Lincolnshire-based Lords & Labradors has released a new cover for dog crates. The company said the cover’s “soft muted hues of beige and cream complement most kitchens and utility rooms”. The cover is fully lined and comes with two roll-up doors, featuring contrasting spotty fabric on the inside. The set includes a crate cover, cushion and the crate itself.

RRP: £171.95 www.lordsandlabradors.co.uk

Bedding

A range of items to help pets get comfortable

▲

New Vetbed design

Petlife has launched a ‘paw and bone’ design version of its Vetbed, complete with non-slip rubber backing. The company said that, as with the Petlife’s other Vetbed designs, the new paw and bone pattern is eyecatching and the neutral colours “make for a great

▲

Prestige Wicker’s hand-crafted baskets Prestige Wicker manufactures hand-crafted wicker baskets, trays and hampers, as well as pet carriers and beds. The company said it uses “only the highest quality willow” in its artisan products, which are woven by craftsmen. Prestige sells direct to retailers, with a next-day drop shipping service if shelf space is limited, including text alerts to update a customer on their order, including a timeslot for delivery.

RRP: From £17 www.prestigewicker.co.uk

▲ easichick

www.petcareretail.co.uk

PCR Sep15 P29 LP Bedding.indd 29

▲

Purpose-designed poultry bedding easichick is made from recycled white-wood and provides birds with a warm, comfortable and free-draining bed. The product is ‘biosecure,’ meaning that it’s free from moulds and bacteria which can be harmful to birds and eggs in nesting boxes. It is also biodegradable, meaning it can be added to a compost heap or used as organic fertiliser after use. According to the company it is the ‘bedding of choice for backyard poultry keepers across Britain’.

RRP: £5.99 www.easichick.co.uk

addition to any home”. The Vetbed is available in a range of patterns, colours and sizes, the company added.

RRP: From £15.89 www.petlifeonline.co.uk

Cosipet’s Koala Collection

Cosipet, a family-run company based in Somerset, has revealed the latest addition to its extensive bedding range: the Koala Collection. The ‘Koala’ design is a subtle jumbo cord which, the company said “looks great and is very soft”.

The Koala Kalahari bed is a plump, bolster-style bed and is available in four sizes. Cosipet added that it manufactures all its products in the UK. RRP: From £22.50 www.agcosipet.co.uk

Pet Care Retail September 2015

29

07/09/2015 10:20

products: pet food ▲

Vitalin Super Premium Range

Vitalin produces its Super Premium range in the UK. The company said its ingredients were “proudly sourced from local farmers” where possible. The wheat gluten-free and hypoallergenic foods will be available at a special discounted rate at PATS Telford, the company added. It said the offer was exclusively available on Vitalin Puppy, Sensitive, Adult, Senior/Lite and Vitalin Ferret products.

RRP: £7.29 / 2kg bag www.vitalinpetfood.co.uk

Latest products

Pet food

A gourmet selection to keep pets content

▲

Green & Wilds’ 100% fishy treats Wiltshire-based Green & Wilds has launched its range of 100% natural fishy treats and snacks for dogs and cats. The company said: “Ethically and sustainably caught in European waters, these fishy treats are full of Omega 3 and 6, hypoallergenic, rich in protein and simply air dried to hold in all that fishy goodness”. Green & Wilds said the treats helped to keep a dog’s teeth clean and improve its coat, while being easy on its digestion.

RRP: From £2.49 www.greenandwilds.com

Tiny Friends Farm range

▲ 30

Pet Care Retail September 2015

PCR Sep15 P30-31 LP Pet Food.indd 30

worse by brand owners not providing clear brand signalling. Supreme has created the Tiny Friends Farm brand to shorten the shopper journey and simplify brand choice for owners of small pets.”

RRP: From £1.99 www.supremepetfoods.com

natural feed supplements

Somerset-based Hilton Herbs said it has chosen “environmentally responsible paperboard containers in a drive to promote brand awareness” for its products. It said the packaging would have a “strong shelf presence”. A new 60g size for small dogs is being introduced, alongside the existing 125g size. The company added that the containers are lightweight, resealable, have an internal tamperevident foil membrane, and are fully recyclable. www.hiltonherbs.com

Fresh new look for Denes dog food

▲

Supreme Petfoods has had a major rebrand of its muesli food and Crunchers treats range. Claire Hamblion, Supreme marketing manager, said: “Research shows that shoppers find the small animal category confusing and difficult to navigate. This problem is made

▲ Hilton Herbs’ new packaging for

Denes Natural Pet Care has revamped its dog food product range as part of a major brand relaunch. The redesign was rolled out for the eight recipes in its British-made 400g dog food tins range, and two recipes in its 2.5kg dry dog food bags. The new design retains links to the brand’s 60-year heritage, with “lively colours reflecting a fresh, modern, clean, new look”. The updated Denes logo is prominently featured to “strengthen on-shelf recognition”.

RRP: £1.20 www.denes.com

www.petcareretail.co.uk

02/09/2015 10:39

products: pet food ▲

Pooch & Mutt’s grain-free food

▲

Pooch & Mutt’s range of grain-free, natural and ethical dried foods are manufactured in the UK. The company said the range only uses premium ingredients with “no grains, meat derivatives, artificial colours or preservatives added”. The foods include Calm & Relaxed, Health & Digestion, Fresh Breath, Slim & Slender, and Move Easy. Each food is designed to help with specific problems a dog may have, including calming, sensitive digestion, bad breath, weight loss and joint care.

RRP: £13.99 for 2kg www.poochandmutt.com

Lovejoys new variety packs

Both the Lovejoys and Lovejoys Pure & Simple wet food tray ranges will launch in new 12-tray variety packs at PATS Telford. Each variety pack contains three flavours. Lovejoys Pet Food managing director Ian Manning said: “We’ve noticed a real uplift in the number of dog owners preferring to feed a mixed diet. With that, comes the request for variety too.

We see this as a growing trend and our new variety packs will meet the demand”.

RRP: £13.49 – £17.99 www.lovejoyspetfood.co.uk

Taste of the Wild’s ‘grain-free’ pet food for dogs and cats was launched in the UK in 2012. The company said: “Modern science proves that dogs and cats still share the DNA of the wolf or wild cat. Taste of the Wild dog and cat food provides high meat contents and is low in carbohydrates to offer a biologically appropriate diet dictated by their genes”. Taste of the Wild is manufactured in the USA using rare meat sources such as wild boar and bison.

RRP: From £12.99 www.tasteofthewildpetfood.co.uk

www.petcareretail.co.uk

PCR Sep15 P30-31 LP Pet Food.indd 31

▲

▲

Taste of the Wild Whimzees dental dog chews

Whimzees manufactures a range of dental health dog chews in seven fun shapes.

Whimzees use all-natural ingredients, are gluten free, sugar free and low in fat with no preservatives, the company said. Their special vegetable-based texture will help to remove plaque as dogs chew. Each chew comes in a range of sizes as Whimzees recommends suitably sized treats depending on the size of dog. The fun shapes, including alligators, toothbrushes and hedgehogs, also help to ensure proper blood flow through the gums, the company added.

RRP: From 10p whimzees.com

Pet Care Retail September 2015

31

07/09/2015 10:20

PCR ad quarter page.pdf 1 21/08/2015 15:23:22

Tel No: 01246 415275 Email: Sales@jmc-aquatics.co.uk Order Online at: www.jmc-aquatics.co.uk One of the UK’s largest and most established wholesalers of tropical, coldwater and pond fish.

Stockists of a huge range of aquatic and pond accessories.

Exclusive suppliers of Aqua Nova.

One of the newest and most competitively priced ranges of aquatic and pond accessories.

C

M

Y

(Please contact us to receive your free full colour CM Aqua Nova Brochure) MY

1000 aquariums and 100 vats stocking a huge range of fish Minimum order ONLY £100

CY

CMY

K

Deliveries made with our own vans and drivers to most parts of the UK

QUOTE CODE PCR10 FOR AN EXTRA 10% OFF YOUR ORDER (certain exclusions apply)

See our full stock availability to view on line at

www.jmc-aquatics.co.uk

PCR Sep15 P32 Green/JMC.indd 32

02/09/2015 11:28

people: trading with

Trading with... Stephen Turner Group 55

This month Stephen Turner, managing director of pet care and grooming manfacturers and distributors Group 55

have also invested heavily in a consumer show programme, which has allowed us to put our products into the hands of a large number of pet owners.

What additional incentives do you offer pet stores?

Can you give us a brief outline of your company and its products?

Group55 has been manufacturing and distributing products that protect and care for families and pets since 1999. Millions of our products have been sold in more than 45 countries. We are perhaps best known for our Animology and Strikeback brands.

What is the company’s ethos?

We aim to be better than everyone else at everything we do and strive to deliver industry-leading customer service, consumer engagement and innovative products that drive brand loyalty and, most importantly, repeat sales for our retail partners.

Describe your company structure

Our business model relies on outsourcing.

We are loyal customers to more than 15 key supply partners, most of whom are within 30 miles of our head office.

Our office and warehouse is based in Longridge, near Preston, Lancashire, from where a team of only seven staff control sales, marketing, brand management, NPD and global distribution.

What is your route to market?

Domestically, our primary distribution is via the excellent UK pet product wholesalers, who we find to be the most reliable and progressive distributors in the world. Overseas, we work directly with leading retailers or appointed distributors to serve a geographical territory.

What additional support do you offer garden centres?

We don’t single out garden centres when providing additional support and running

www.petcareretail.co.uk

PCR Sep15 P33 Trading With.indd 33

promotions. We regularly run promotions to all of our retail partners, including the largest pet specialist multiples, local independent pet product retailers, vets, garden centres, and groomers.

What are your best-selling products?

Our flagship brand is Animology, which has sold more than two million bottles worldwide. Within that range a deodorising spray for dogs – Stink Bomb – is one of our best-selling products. Other best-sellers include Animology Fox Poo, voted Best Pet Product Of The Year in 2013 in the PPRA Awards, and Animology White Wash, a whitening shampoo. Our flea control brand Strikeback offers strong and consistent sales in the summer.

Our customer service for stockists and consumers is an area we have invested heavily in. For example, all Animology stockists have a range of free point of sale.

This year, we added sample sachets of four of our shampoos to the POS offering.

With more than 75,000 sachets handed out to consumers so far this year, these 25ml sachets have been extremely popular and have allowed stockists to recruit new loyal ‘animologists’ to their customer base.

Are you planning any new products in the next 12 months?

Our investment in product development has never been greater and we are working more than 18 months in advance of product launch. In addition to adding lines to Animology, we also have our new grooming brand, DogStar, which will be launched at PATS Telford. Even more products will be launched in 2016. ◗

How do your products stand out?

Our brands and products have been designed to stand out. With Animology, for example, we exploited a gap in the market by offering strong ‘designer’ branding, shelf appeal and performance at an affordable price. We recognised and built on the fact that, to pet owners, their pet is a member of the family and, as such, are more receptive to products that look like a humanised brand. We get great success from promoting our products through social media and we have more than 17,000 followers on Facebook, Twitter, Instagram and Pinterest. We CONTACT

Stephen Turner is managing director of Group 55. www.group55.co.uk

Pet Care Retail September 2015

33

02/09/2015 11:35

last word: selling pets in garden centres

Don’t drive the pet trade underground Felicity Gardiner, director of Sky Pet Products, responds to Jonathan Ward’s argument in the last issue of Pet Care Retail that garden centres should not sell domesticated animals

T

he subject of whether to have shop animals and birds for sale or not can be an emotive one. Many old practices gave the pet sale industry a bad name. Some larger chains stopped selling livestock following pressure from animal activist groups.

However, since those dark days we have seen a dramatic rise in overall welfare standards, with organisations such as the Pet Industry Federation and RSPCA campaigning to legislate practices in the pet industry and striving to improve industry and welfare standards.

We are even seeing the return of pet sales in stores.

With so many positive welfare standards at the forefront of everything we do in the pet industry, we could ask the question: what is a pet centre without pets?

Offering pets for sale can

“Many garden centres have had to diversify, as plants alone do not pay the bills” offer a point of difference to the customer and lure footfall away from the larger competitor pet centres which don’t sell pets.

In today’s economic climate, it is important to make any pet store interesting and inviting, a pet store is a business after all.

Often mascot animals or birds can offer the consumer a reason to visit and revisit a store.

As with any industry, the staff involved are often educated enthusiasts who want to share their enthusiasm and knowledge with newly found enthusiastic customers.

With such high public scrutiny, it is our responsibility to conduct the highest standards

when sourcing maintaining, educating and selling each and every pet.

Make sure you are able to spot the impulse buyer.

Criticism rains down on the pet industry when a customer makes an impulse purchase and, inevitably, the pet ends up in a rescue centre.

It is the responsibility of the pet industry to ensure this stops. Make sure your staff are knowledgeable on all pets they sell and educate the customer. This will stop bad representation of your centre and the pet industry as a whole.

Having been in the pet industry all my working life, I talk to garden and pet

centres daily and hear how competitive the market has become. Many garden centres have had to diversify, as plants alone do not pay the bills.

Garden, fish and pets are accepted industries that work together under one roof.

It is better that this industry is regulated rather than being banned and driven into the hands of unregulated backyard breeders, which is open to massive abuse.

Jonathan Ward is clearly a plant expert and educated and successful in the horticulture world. However, we are talking about the pet industry. Would it be acceptable to say B&Q should stop selling plants given it is a hardware chain?

Or a plant centre should stop selling plants and just offer equipment? The reality of business is different.

While we are talking about living creatures and not plants, we must carefully consider those species offered for sale or on display. Be aware of the local customer base and know what is acceptable or unacceptable.

Provided the welfare of all pets is maintained to the highest standard, the information offered is accurate, and the impulse buyers are weeded out, we say don’t take the pets out of the pet store – or the garden centre! w

Felicity Gardiner is director of wholesaler and manufacturer Sky Pet Products.

0844 693 1844 info@skypetproducts.com www.skypetproducts.com It is the obligation of the pet store to ensure its staff are properly trained in animal welfare

34

Pet Care Retail September 2015

PCR Sep15 P34 Sky Pet Opinion.indd 34

www.petcareretail.co.uk

07/09/2015 10:21

More and more pet owners are choosing grain-free food, and you can benefit from this fast-growing sector by stocking Taste of the Wild. As a global pioneer and leading brand in grain-free pet food, Taste of the Wild has been proven to deliver outstanding nutrition for dogs and cats. Stock Taste of the Wild and enjoy fantastic profits – your customers will keep coming back for more!

Taste of the Wild is available from all major wholesalers. For more information or samples, contact Kennelpak on 0115 939 9077 or sales@kennelpak.co.uk

PCR Sep15 P35 KennelPak (TotW).indd 35

02/09/2015 09:42

Fabulous felines need fabulous nutrition Our fabulous felines campaign can mean fabulous sales for you!

Our new campaign celebrates the beauty of cats by highlighting their grace and elegance.

We are so confident cats enjoy our diet that we will refund the cost if they don’t.* *For full terms visit www.royalcanin.co.uk/terms

Fabulous felines

See the difference

Do the right thing by them

Fabulous felines

46% of all pet owners are seeking advice (Mintel).

Go the extra mile

ROYAL CANIN®

46%

Educating the importance of tailored nutrition drives customers towards the specialist pet trade.

77%

GROCERY CHANNEL

ROYAL CANIN® is only available in the specialist pet trade and our tailored nutrition range allows you to offer your customers more.

To get involved contact your business manager or call 0845 300 5011 or visit © ROYAL CANIN® SAS 2015. All Rights Reserved.

03934 Fab Feline TradeCanin AdvertAd.indd GTN 210x265.indd 1 PCR Sep15 P36 Royal 36

01/09/2015 02/09/2015 09:16 09:43