MAKING PETS PROFITABLE
SUMMER 2017
Ethical retailing Why provenance pays p24
THE INTERVIEW Gemma Belcher-Russon at Pet Nature
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PICTURE PERFECT Top tips to master Instagram
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PET TRAVEL The trend for jet-setting pets
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RETAIL SECURITY Protect your business from shoplifters
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SUMMER 2017 WELCOME
WELCOME
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Welcome to the summer issue of Pet Care Retail. We’ve had an incredibly busy few months, working hard to speak to as many of you as we can about what you’d like to see in your magazine. Thank you to everyone who sent us feedback about our spring issue – we’ve been amazed by the response and endeavour to keep PCR a practical, informative and inspiring read for the independent pet shop sector. In this, our second issue, we scrutinise the growing preference among consumers for ethical retailing, including a step by step guide on how to build an ethical product range on pages 24-27. With recent reports finding that over half of the UK population actively avoids products or services that have a reputation for being unethical, there’s never been a better time to reevaluate your stock and business practices. Social media offers endless opportunities to connect with your customers – and it’s free. On pages 28-31 we learn best practice from four pet retailers with successful, engaging Instagram accounts. For those of you looking for stock inspiration, we’ve included a selection of fantastic product pages ranging from premium pet foods to grooming. Our product feature this issue focuses on the rising trend of pet travel, exploring the reasons why an increasing number of owners don’t want to leave their pets at home when they go on holiday, and how pet retailers can capitalise on this expanding market. Our big interview on pages 11-13 asks Gemma Belcher-Russon, owner of Pet Nature, why she chooses to stock only healthy pet food, and how she keeps product ranges quirky and engaging to draw in customers. Casco Pet explains how to get the ‘wow’ factor with your live pet displays on pages 21-23. That’s all from us this issue. As always, feel free to send any suggestions or comments to the PCR team. We’re always happy to hear from you. Have a great read, see you in autumn. Ash O’Mahony ash.omahony@eljays44.com Features Editor Pet Care Retail
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CONTACT ALL ENQUIRIES Tel: 01903 777 570 Eljays44 Ltd 3 Churchill Court, 112 The Street, Rustington, West Sussex BN16 3DA
EDITORIAL Features Editor – Ash O’Mahony ash.omahony@eljays44.com Tel: 01903 777 585 Products Editor - Ashley Lampard ashley.lampard@eljays44.com Tel: 01903 777 570 Editorial Assistant - Abbie Dawson abbie.dawson@eljays44.com Tel: 01903 777 570 Production Manager – Susie Duff susie.duff@eljays44.com Tel: 01903 777 578 Production Editor – Charlie Cook charlotte.cook@eljays44.com Tel: 01903 777 578 Subeditor – Kate Bennett kate.bennett@eljays44.com Tel: 01903 777 570
ADVERTISING
Business Development Manager – Jamie Wilkinson jamie.wilkinson@eljays44.com Tel: 01903 777 588 Account Manager – Tina Savelle tina.savelle@eljays44.com Tel: 01903 777 582
PRODUCTION Design – Mandy Armstrong, Kara Thomas 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 Client relations – Amber Bernabe amber.bernabe@eljays44.com Tel: 01903 777 581 Subscription enquiries – Emily Maltby emily.maltby@eljays44.com Tel: 01903 777 575 Pet Care Retail is published four times a year by Eljays44 Ltd. The 2017 subscription price is £35. 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, non-commissioned 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.
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CONTENTS SUMMER 2017
CONTENT NEWS
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NEWS The latest sector news
FEATURES
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THE INTERVIEW... Gemma Belcher-Russon, owner of Pet Nature
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BEGINNER PETS: FISH Five fish to recommend to first-time owners
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CHANGE IS COMING What licensing changes mean for the pet industry
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SICKNESS ABSENCE Get to grips with the problem of consistent staff sickness
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HAPPIER STAFF A happy workforce is a productive workforce
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BRING YOUR SPACE TO LIFE How to add a sense of theatre to your store
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ETHICAL RETAILING The benefits of investing in your business ethics
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PICTURE PERFECT Why you should join Instagram – and how to master it
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SECURITY Protect your store from shoplifters
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15
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PRODUCTS
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PRODUCT FOCUS The Ruffwear Highlands sleeping bag for dogs
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PET TRAVEL Take advantage of the burgeoning pet travel market
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PREMIUM PET FOOD Target consumers who want the best for their pets
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LATEST PRODUCTS The best of British, grooming and pest control products
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MATCHMAKER How to match your customers to their perfect bird
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SUMMER 2017 CONTENTS
NTS 15
Cover illustration: Kara Thomas
Cover story
Ethical retailing page 24 A third of consumers now choose to buy brands based on their social and environmental impact. Plus, one in five say they would choose a brand if its sustainability credentials were made clearer on packaging or in marketing. That’s a huge untapped market
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NEWS
PCRNEWS Natures Menu research reveals that two thirds of UK dogs suffer from health problems Natures Menu, the largest raw pet food company in Europe, was recently named one of London Stock Exchange’s ‘1,000 Companies to Inspire Britain’. The company makes 15,000 deliveries every month and exports to over 20 countries worldwide; it’s revenue has grown from £10m to £30m in just five years. Research commissioned by Natures Menu in April revealed that two thirds of dogs in the UK
suffer from a health issue, such as allergies, dental problems or stomach problems. More than 60% of owners were unaware that poor nutrition is a leading cause of many health issues, and the company concluded that these problems could be solved by feeding their dog a raw diet. The findings are endorsed by TV wildlife expert Chris Packham, who feeds raw food to his poodle, Scratchy.
Managing director Craig Taylor spoke to Pet Care Retail about the rising problem of pet obesity. “It’s a combination of three things: diet, lack of exercise and too many treats,” he told us. “Owners want to be loved by their pets, and it’s understandable that this can lead to overfeeding of treats. Raw treats such as meaty bones are ideal as they’re speciesappropriate and don’t have any nasty sugars or additives.”
We asked Craig how owners who are concerned about their pet’s health should determine what the problem is. “First, they should visit their vet, who can confirm what might be wrong – but very often the issue can be helped or avoided by ensuring a nutritious and healthy diet. “Retailers can benefit by really making sure they understand the products they’re selling. This is especially important when
Pets Choice continues growth plans by acquiring Spike’s World Pets Choice has announced its acquisition of the Spike’s World group of brands, which comprises Spike’s hedgehog food, Wild Things wildlife food and Feathers & Beaky chicken feed. The acquisition is part of the company’s plans for 2017, which involve creating more products and adding further brands to its current portfolio.
Tony Raeburn, chief executive of Pets Choice, commented on the investment: “We are very excited to add yet more great brands to the Pets Choice family, and believe that the Spike’s World group is the perfect fit to increase our proposition to the pet industry.” Pets Choice will be undertaking responsibility for the Spike’s
IN BRIEF...
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IAMS LAUNCHES NEW CAMPAIGN
SKINNER’S TO SPONSOR DOG ARENA
The new campaign aims to educate pet owners on the importance of high quality animal proteins. It outlines the high levels of protein in a bowl of IAMS, and suggests shoppers will get more protein for less money when buying IAMS.
Skinner’s will be sponsoring the Dog Arena at BBC Countryfile Live for the second year running. The dog food brand will be promoting its new pet food range, Life, alongside its Field and Trial range. The show will take place on 3-6 August.
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NEWS
A fresh idea for dog food
promoting the benefits of a raw diet. Our Raw Advisor training scheme has been specially designed by our veterinary team to ensure that retailers are equipped with all the information they need to responsibly advise on, and sell, raw pet foods.” Pet retailers who would like to learn how to advise owners on raw diets can find training on the Raw Advisor Training section of the Natures Menu website.
Nutritious kibble producers Edgard & Cooper have opened for business in the UK, just a year after the company launched in Belgium in 2016. Ex-university classmates Louis and Koen joined forces after they tried to find fresh, healthy food for their dogs Edgard and Cooper and found a gap in the market. They spent the next three years developing the world’s first dog kibble that is made using 100% fresh meat. “Our philosophy is that every pet in the world deserves to eat fresh,” says company co-founder Jurgen Degrande, who is an old friend of Louis and Koen and left his job in New York to join the Edgard & Cooper team. “The fresh meat we use is never processed, rendered or frozen, so it’s much more digestible, and it’s healthier, too. Edgard & Cooper wants to share its delicious recipes with the world so that pets can be as healthy and happy as possible.” Jurgen claims the company’s decision to move into the UK market was a no-brainer: “People here consider their pets a member of the family, and we want to offer those people a product
World group on 19 June, including sales and invoicing. “Spike’s World takes Pets Choice into a new sector and it’s a great move for us,” Tony said. “However, it will be very much business as usual for customers who currently purchase these brands, and orders can be made with our sales team from June.”
TRIXIE BUILDING NEW WAREHOUSE
‘DUMP THE JUNK’ DRIVE INTRODUCED
The new high-bay warehouse will allow optimal use of available surface area, and will be fully automated. It will have space for 39,000 pallets, which will be transported into adjoining halls using conveyor technology. The launch is planned for early 2018.
Forthglade’s new national awareness campaign urges owners to assess their dog’s diet. Dump the Junk aims to educate dog owners on the hidden contents of pets’ diets, releasing a list to highlight ‘nasties’ and ‘goodies’ available to pets.
that represents the care and love they have for their dogs. The pet industry in the UK is one of the most exciting and most developed, and we couldn’t wait to be a part of it.” The Edgard & Cooper range includes grainfree and organic recipes, and the company pledges to give 10% of its profits to animal charities each year. “We offer a new approach to pet food that brings a new customer to stockists – our wholesome recipes appeal to the healthconscious consumer,” Jurgen says. “We think every pet shop should have a fresh meat kibble on its shelf.” All kibbles produced by the company are made with 100% fresh meat, fruit and vegetables, which has proved popular among pet ‘parents’. Its bestsellers include its puppy recipe, made with fresh duck, chicken, pumpkin and banana. “The demand has been high for our puppy recipe, as customers want their pups to have the best start in life,” explains Jurgen. The brand is also attractive to ethical shoppers, with all Edgard & Cooper products packed in compostable, biodegradable bags. The company was given a high-ranking Ethical Company Index of 86 by The Ethical Company Organisation in December 2016. Retailers that are interested in becoming an Edgard & Cooper stockist can contact the company via email on hello@edgardcooper. com, or by phone on 02080682339
™
穀類不使用
DEVOTED TO LAUNCH RANGE ACROSS JAPAN Following the Interpets trade show in Tokyo, Devoted has signed up with a distributor to launch its grain-free products across Japan in July 2017. Director Tom Kibble said that Devoted is “looking forward to opening up in one of the world’s largest markets.”
Tel. +44 (0)121 323 2535
www.devotedpetfoods.co.uk
www.petcareretail.co.uk
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NEWS COMPANY PROFILE
WE’RE IN GOOD COMPANY WITH…
GRUMPY’S PET SHOP How did the company start? My business partner Jules and I had been working in the pet shops for over 25 years. In 2001, Jules’ business partner Mike passed away – he was a good friend to both of us and Jules asked me to become part-owner of the company in his stead. In December 2001 we renamed the business Grumpy’s Pet Shop, which came from a nickname Mike had – when he owned a pub all the locals called him Mr Grumpy, so we thought he’d have found the new name amusing. It was a good decision, as the name of the shop isn’t easy to forget; locals tend to use our shop as a landmark when giving out directions. How has Grumpy’s Pet Shop grown in the years since it opened? Grumpy’s Pet Shop has grown financially year on year without fail, and we now have two extra staff members. The shop itself isn’t any bigger, but since we’ve stopped selling animals we have the extra space for more premium branded products. What is your company ethos? To promote great quality products and give expert advice to everyone who phones or walks through the door. Why did you decide to focus on premium pet foods? We decided to focus on the promotion of premium foods because we truly believe that – as with humans – you are what you eat. Advanced research into pet nutrition has seen the birth of some fantastic foods that keep pets in optimal health and prolong their life. Working in the shop puts us in a great position to be able to monitor how dogs progress on certain diets, and, without a doubt, those that are fed on a good quality, premium diet enjoy much better health and require less visits to the vet.
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How many different brands of premium pet food do you stock? We have five main brands of foods we promote: Canagan, Symply, Green Dog, Orijen and Acana. There isn’t one brand to suit all dogs, but we feel these are the top five that comply with our company ethos. Of course, we do stock many other dog and cat foods, but this is purely due to customer demand – we are a shop, after all, and will stock what our customers want to buy. Have you seen the premium pet food market expand since you began as a company? I started in the pet trade in 1992, when there wasn’t a premium pet food on the market. Now, the market accounts for more than three quarters of our turnover. What do you think is motivating the growing demand for premium pet food? I think as pet owners really start to look at the ingredients of the products they buy, it’s only natural that they’ll go for the best they can afford. This will put a lot of them in the premium bracket. We all think much more about what we eat nowadays, and are doing the same for our pets. I think the pet trade as a whole has got behind promoting premium foods, and this helps raise our customers’ awareness of them. Do you have any plans to expand in future? We are only too aware that work and family life have to be balanced, and although we have looked into opening other shops, we don’t feel we can offer the same level of service if we expand. Good staff are hard to find, so our plans for the future are to keep offering the level of customer service our customers are used to from our one site. We feel we’ve got it right in terms of the products we stock, the people that work here and the service we offer, so why fix something that isn’t broken?
ARE YOU GOING? 14 June PET & AQUATIC TRADE SHOW Peterborough Arena, Cambridgeshire tradeshow.petproducts.co.uk 17-18 June DOGFEST NORTH Arley Hall, Cheshire dog-fest.co.uk 24-25 June DOGFEST SOUTH Windsor Great Park, Berks. dog-fest.co.uk
WE DECIDED TO FOCUS ON THE PROMOTION OF PREMIUM FOODS BECAUSE WE TRULY BELIEVE THAT – AS WITH HUMANS – YOU ARE WHAT YOU EAT
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Richard Page
25-27 July SUPERZOO Las Vegas, Nevada, USA www.superzoo.org
www.petcareretail.co.uk
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The Finest Food - Naturally
An ide al diet fo r mana allergy geme nt
Nourishes dogs naturally Try our Grain Free menu - delicious meals made with real meat and wholesome vegetables
Available in 390g Single Packs and 280g Duo Packs Grain and Gluten Free
Gently Digested
For more information E-mail: trade@naturediet.co.uk visit www.naturediet.co.uk | Telephone Trade: +44 (0) 1362 822321 Advert template.indd 4
06/06/2017 10:14
PET NATURE INTERVIEW
THE INTERVIEW...
GEMMA BELCHER-RUSSON We’ve got customers coming in who really understand their pet’s dietary needs and are willing to spend a bit extra to make sure their pet is healthy
Gemma BelcherRusson CV
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“
What’s the story behind Pet Nature? I moved to Devon around nine years ago for a job in the health care industry, but a few years later I was made redundant. I spent a few days afterwards panicking and not knowing what to do, before deciding to turn that horrible situation into something positive. I sold everything I could, got together some money, found a little shop in Totnes and opened a healthy pet store. My family has always been involved with animals – my mum’s a dog groomer and we’ve always had pets. I’ve had a passion for healthy pet food for a long time and thought I wouldn’t get a better time to just go for it. We’re still running today, five years later, in the same little shop. I wanted a place where customers could walk in and trust that anything they picked up was healthy and had been checked by us – there wasn’t anything like that around at the time.
Born in Wolverhampton
Marketing executive for Allied Health Care
1983
2007 2006
2017
Graduated from Staffordshire University with a BA in Business Management and Entrepreneurship
Owner of Pet Nature
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INTERVIEW PET NATURE
want the business to get so big that it loses its local relationship with customers – I don’t need to be a millionaire, I just want to live comfortably and happily, running a pet shop and subscription box that people are happy with.
Opening a grooming parlour with the shop has proved a big draw
How has the business grown and evolved since then? For such a small shop our growth has been really surprising. Our customers are very loyal and keep coming back to us, we’ve really built up a rapport with pet owners in the area. A lot of people have brought their dogs in with health or skin conditions and asked for our advice on which products could help, and a few months later they come back in looking like completely different dogs – it’s great. It’s seeing the benefits of the products that really motivates me to keep going. When we first started, I did a lot of research online into healthy products, but a lot of the healthy brands didn’t do wholesale back then, so it wasn’t easy. Nowadays, as the industry has changed dramatically, a lot of wholesalers now sell healthy pet foods. How do you select suppliers? We’re quirky with our product ranges and I like that there are things sold at Pet Nature that our customers wouldn’t find anywhere else. Pet Nature is also about keeping the idea of a local pet shop alive; I think
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people crave that, but it’s been lost a little bit. I think customers want to speak to someone in a pet shop who knows their stuff, who can answer their questions and consistently be there for them. We know a lot of our customers and their dogs, and we really treasure the feeling of community between Pet Nature and its customers. We sell a lot of local products – we have a local artist who illustrates dog products, a local 17-year-old who makes fantastic dog beds and accessories and a local potter who makes dog bowls. We’ve also met a lot of small businesses online that make pet treats, which I try to stock as much as possible. I’m a small business, so I know how hard it can be, and if I can support other small businesses then I will. It also means we have really great relationships with our suppliers – we can bounce ideas off each other and have created a little community between ourselves. What is the company’s ethos? We’re all about pet health, not just pushing products and making money off of people. I never
What are the Pet Nature Boxes? It’s a monthly subscription box that includes various toys, accessories and treats. When I first started Pet Nature I wanted to offer a healthy subscription box, but the products just weren’t available. I knew the pet health industry was going to grow, so I held off until there was more choice and started the subscriptions last year. That side of the business has grown well. We send out nearly 50 boxes a month to people all over the UK, but I still wanted to keep that local feel. I use a lot of small businesses that I find online and via social media, and I try to source unique and different things that subscribers may not have tried before. We have various sizes of boxes for dogs, ranging from smaller ones that cost £9.99 a month to larger £29.99 sizes. We also do a cat box, which is more difficult to source products for as the cat treat industry isn’t as developed. I wanted the subscription box business to grow naturally – I didn’t want to do loads of advertising and be swamped, as I source all the products myself and want to have enough time to pick them properly.
Pet Nature is run by Gemma, while her mum looks after the grooming parlour
How is Pet Nature set up? I do most of the management and work in the shop full time,
Having a passion for your business is something that customers really respond to. Our customers know they can trust us to give them the right advice on which products are best suited to their pets
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PET NATURE INTERVIEW
Gemma maintains relationships with regular customers – and their pets
Consistently buying in new products keeps customers interested
and last month we opened a grooming parlour which my mum runs, offering one to one grooming for dogs. So far it’s going really well – we have a lot of bookings and we’ve worked hard to create a nice, calming environment for the dogs. We also have a lot of popular specialist treatments in the parlour, such as the mud pack for dogs, and it’s drawn in a lot of people that haven’t come in before – even a few from out of the area. My dad is semi-retired and helps out in the shop whenever he’s needed, and my husband will pop in to help out as and when too, though he has his own job – it’s usually just myself and my mum running things. What do you think are the biggest challenges facing the industry at the moment? One of the biggest challenges is getting ethical brands to be more affordable, which I think will happen gradually as time goes on. I also worry that the industry is losing the ‘local feel’ – a lot of local pet shops are getting pushed out and shutting down, which I www.petcareretail.co.uk
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think is a real shame. I’m not against the bigger pet shops and chains, there is definitely a place for them in the industry and they do a lot of good. I do think there is a real need for local pet stores, though, and a lot of customers aren’t using them because of a misconception about their prices and product ranges. We need to get the word out and promote local pet shops. If we lose them it’s going to be detrimental to the pet industry. When did you set up your online presence? We set it up in 2014. I wouldn’t say it adds a lot to the business, but it is important to have an online presence nowadays. Our website is there to give people an idea of the products we sell, and we do sell products online as well, but we find a lot of people will look online, find what they want and call us to order over the phone. Do you use social media? Yes, we use Instagram, Twitter and have a Facebook page. We upload a lot of pictures of our products and displays, which
we change around often, and people love to see pictures of the dogs that come into the shop and parlour. I also post video reviews of products online, which is another great way of connecting with customers. Social media is an easy way for people to get in contact, so it’s a really positive thing to have and allows us to interact with our customers on a personal level. Have you seen pet owners’ shopping habits change since you started Pet Nature? Yes, customers’ shopping habits have changed hugely in the five years since we opened, especially in the pet health sector. Most pet owners weren’t very aware of the issues around pet food or healthier options five years ago – most people just bought whatever was easiest or cheapest. The products we stocked five years ago were completely new to our customers as they weren’t sold elsewhere, but now we’ve got customers coming in who really understand their pet’s dietary needs and are very willing to spend a bit extra to make sure their pet is healthy.
Do you have any tips for keeping products and displays looking their best within a pet shop? Keep changing your stock and display. Every shop will have its staple products, but try to get new products in as often as you can, as your regular customers will want to see something different. Being a small shop means we have limited space, so I’m always looking for new products to ensure we have a diverse offering. We also change our displays according to the seasons. What has been the most important lesson you’ve learned from your time in the industry? Be yourself, and celebrate the uniqueness of your business. Being open with your customers is so important – nobody wants to be sold to. Having a passion for your business is something that customers really respond to. Our passion at Pet Nature is health; our customers know they can trust us to give them the right advice on which products are best suited to their pets, and that keeps them coming back. Do you own a pet? Yes, we’ve got a 13-year-old Spanish water dog called Cholo who is the love of my life, as well as two black cats called Kevin – who turned out to be a girl – and Not, and five chickens.
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FURTHER INFORMATION
www.petnature.co.uk Facebook @petnature Instagram petnaturebox Twitter @PetNatureBox
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5 TOP
FISH FIRST-TIME OWNERS
FISH
FOR FIRST-TIME OWNERS
Martin Chamberlain, fish health manager at The Aquatic Store in Bristol (pictured with owner Nick), rounds up his top five fish to sell to first-time owners. Martin says these fish should be a staple of any aquarium or pet shop, and sell well based on how friendly, peaceful and easy they are to care for
▼ 1. NEON TETRA
Probably the most popular and recognisable fish in the hobby, neon tetras have bright colours and are incredibly peaceful and compatible with other fish. If a first-time owner gains experience and wants to add to their aquarium, most community fish would be fine to live alongside neon tetras. Fully grown neon tetras reach about 3.5-4cm and require a 60L aquarium or larger. Their natural shoaling instinct also makes them very interesting to keep, and as such they should be housed in groups of approximately 12. They accept both flakes and pellet food.
2. ROSY BARB Like neon tetras, rosy barbs are peaceful and should be kept in groups of eight to 10. Rosy barbs are quite inquisitive and interact with each other and their owners; what makes them particularly popular is that they get excited and swim to greet people who approach their tank. There are a lot of different colour strains for rosy barbs, as well as longfin varieties – there’s something for every taste and preference. Rosy barbs are a temperate species, which means they live in cooler water, and they are one of the hardiest fish on this list. This is a big plus for first-time owners who may not have experience keeping the water chemistry correct in the tank.
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4. CORYDORAS
3. ZEBRA DANIO
Probably the most popular of all beginner fish, zebra danios are hardy and live well with other community fish – and are also relatively low-cost. They also come in a spotted variety; both spotted and zebra danios can be housed together. As they are active fish, they require aquariums of at least 60cm length.
There are many different types of Corydoras – over 180 species, all of them relatively easy to care for – and they fit safely into practically any aquarium community. Corydoras should be kept in larger numbers; three is the minimum but six is ideal, though it depends on the size of the tank. A lot of people see Corydoras as tank cleaners because they’re scavengers, living at the base of tanks and picking up leftover food – but scraps alone aren’t enough for them, so sinking tablets or pellets are also highly recommended for their diet.
5. PLATY As with rosy barbs, there’s a huge selection of different colours of platy available due to selective breeding – orange, red, spotted and high fin, there are hundreds of different platys to choose from. Platys are small fish, normally around 4-5cm in length, and one of their biggest draws is that they are live bearers, giving birth to tiny, perfectly formed tropical fish. Gestation periods for platys is four to six weeks, with each female capable of producing a brood of up to 80 small fish, so it’s very important for an owner to only have one gender if they aren’t looking to breed. If a first-time owner has enough tank space and a good local fish shop that is happy to take on the offspring, breeding platys can be a really rewarding and fairly easy task. Pet Care Retail • Summer 2017
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BUSINESS TIPS PET LICENSING
LICENSING LAWS: CHANGE IS COMING David Bowles, head of public affairs at the RSPCA, lays bare the details of upcoming changes to animal establishment licensing – and what this will mean for the industry
T
he licensing regulations for pet shops, and anyone selling pets, have been the same since 1951, and are long overdue a review. This is currently underway, says David: “The government is looking at changing licensing regulations, and this is hoped to be finalised within the next year to two years. If you read pet shop regulations today, you’ll find they’re full of archaic language – which is what you would expect, when you consider they were written before the Queen’s coronation.” The way in which pets are bought and sold has changed immeasurably in the past 66 years, David says, particularly with the advent of the internet: “The government has now recognised that the pet care law hasn’t kept up with technological and behaviour changes, which has led to animal welfare problems as well as consumer issues. Most people bought animals from pet shops in 1951, whereas people today buy a lot of animals online. New legislation needs to shine a light on that.”
The government has now recognised that the pet care law hasn’t kept up with technological and behaviour changes, which has led to animal welfare problems as well as consumer issues
PROPOSED CHANGES TO LEGISLATION One of the updates the RSPCA is hoping will be included in new legislation is better rules for the information that pet sellers must give new owners, ensuring the customer knows exactly what animal they’re getting and how to look after it. “We’re also looking to improve the way that pet owners buy animals, particularly through the internet,” David explains. “One of the suggestions we’ve put forward is for anyone selling pets to require a licence to do so – similar to existing pet shop licensing, but including everyone who advertises or sells animals. Anyone wanting to buy a pet, whether from a person, an establishment or online, could then look up the seller’s licence before purchasing, to assess if they’re reliable and have a good reputation for animals.”
THE EFFECT ON PET SHOPS These changes to legislation would be vastly beneficial to the pet shop industry, David says, as they would put pet shops on a level playing field with unlicensed and online animal sellers. “At the moment, unlicensed pet sellers are everywhere, and they aren’t limited by the standards that pet shops have to meet. New legislation stating that everyone selling pets is licensed to do so can only be a good thing for pet shops, which are currently undercut by illegitimate pet sellers.” Another change for pet shops following new licensing laws would be more thorough inspections, with consultations on how often a business requires inspection being discussed imminently by the government. A new ‘risk-based’ system is currently being considered, wherein pet shops that pass their inspections are considered to be running safely and are inspected less frequently than pet shops that cause concern for inspectors. Finally, the RSPCA has advised that new licensing legislation should include a compulsory government review five years after being introduced, to ensure it remains relevant and up to date. “We can’t guess what changes will happen in future,” says David. “Technology is moving at such a fast pace that what is put down in legislation next year may not be appropriate five years down the line.”
FURTHER INFORMATION www.rspca.org.uk
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www.petcareretail.co.uk
06/06/2017 09:47
SICKNESS ABSENCE BUSINESS TIPS
FACING UP TO
SICKNESS ABSENCE Gemma Murphy, head of specialist HR consultancy View HR, says the best way to deal with sickness absence is to not shy away from those awkward conversations
A
t View HR, we regularly receive calls from our clients regarding employee sickness absence. Invariably the matters are short lived, concern intermittent days off and require management of an individual’s absenteeism. However, at the other extreme, they involve complex long term absences, perhaps with disabilityrelated issues, which require extensive management. So what do we recommend to our clients? Crucially, we make sure they know that there are tools
1 2 3 4 5 6
and practices at an employers’ disposal to effectively manage sickness absence. The key is to do it the right way and to have good practices in place. Recently, we undertook a challenge to reduce a new client’s absence levels in their business. Upon completing our review, it became clear that the business was not conducting return to work interviews, it was not compulsory for employees to complete self-certification forms and they had never followed any formal sickness absence procedures. We
Have a sickness absence policy in place. This provides you and your line managers with a framework to manage sickness absence. Though absence policies can be found online, caution should be taken, as several won’t comply with current standards. Your best bet is to engage with an employment solicitor or HR consultancy. Be consistent. It’s imperative that you are consistent in your management of each employees’ sickness absence – one person should never be ‘targeted’. Manage the absence. This requires return to work meetings for every day of absence and completion of self-certification forms. Return to work meetings should cover the reason for absence, whether any medical assistance or medication was sought, and whether the staff member is ready to return to work. If there are intermittent periods of absence or ongoing issues, the return to work meeting will need to be more in-depth. Monitor sick leave. Try to see if there are any patterns, or whether there is a common theme in the employee’s reasons for absence. For instance, they could be suffering from depression or undergoing investigations for an illness. Train your managers. They should be confident conducting return to work meetings, dealing with persistent illness and managing long term absence of staff. Follow procedure. Stick to correct sickness absence processes and obtain all necessary documentation, which may include a doctor’s sick note, consultant’s letter, or Occupational Health Assessment.
www.petcareretail.co.uk
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implemented a number changes to their processes, taking a firm approach to managing sickness absence through return to work meetings and self-certification forms, then conducting a few sickness absence meetings. The results were astonishing – sickness absence dropped by 40% in the first two months. More often than not, businesses that struggle with high levels of sickness absence are ignoring the problem and shying away from the awkward conversations. What is more, employees fail to understand the impact of their perhaps regular or intermittent absence on their colleagues and their employees.
Long term absence
Long term absence is a delicate matter and requires consideration on a case-by-case basis. It is important that long-term absence is dealt with professionally, and that considerations are given to the condition(s) causing the absence, any treatment
undertaken, medical reports and appropriate levels of contact with the employee. As an employer, you need to be mindful of the possible risks of a disability and how this affects your duties to the employee. Furthermore, it is imperative that a correct and fair capability/sickness absence management process is followed from the beginning, just in case the employment relationship reaches a point of being untenable. You will never weed out all sickness. The reality is that everyone gets sick at some point. What is certain about sickness absence is that inaction leads to more difficulties. It is important that a business manages it head-on, and creates a culture where genuine sickness absence is supported but unjustified ‘sickies’ are unacceptable.
FURTHER INFORMATION www.viewhr.co.uk
Pet Care Retail • Summer 2017
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06/06/2017 09:55
BUSINESS TIPS PRODUCTIVITY
SIX SECRETS TO
HAPPIER STAFF Can happiness really make a difference in the business world? Matt Weston, director of recruitment firm Robert Half UK, says the happier your employees, the more productive your company Instilling loyalty and establishing a positive working environment doesn’t have to break the bank. In an age when employee happiness, loyalty and motivation is increasingly important, managers need to prioritise their workers’ job satisfaction. With employee turnover rising by a third over the last three years, research into workplace happiness has revealed that UK employees crave better management and guidance. Managers need to set out clear expectations and offer regular training and
assessment opportunities – while employees need to take responsibility and ask for help. So if you are working in a managerial position, what should you do to encourage the best performance from your team? Happiness can’t be imposed; it’s a mindset that begins with leaders shifting their own beliefs, accepting employees as their greatest asset. This involves creating an environment that will attract and retain high performers who feel valued, respected and encouraged. Here are six ways to do just that.
Find the right fit
Reward hard work
1 2 3 4 5 6 When you hire people who mesh well with your workplace culture, they assimilate with greater ease and begin making substantial contributions quickly. Conversely, a poor fit can dampen the morale of the entire team.
Give power to the people
Empowering staff to make their own decisions improves happiness. It builds confidence, makes them feel more invested, and helps them develop critical skills that they can use to advance their careers, while making meaningful contributions to the company.
When you show your staff that you appreciate their dedication, you instill loyalty and create a positive working environment.
Make it meaningful
Employees who see their work as worthwhile are nearly two and a half times happier than others. An important part of this is being able to provide employees with a shared vision that helps them stay focused on their goals during both the good times and the challenging times.
Be fair
Always strive for fairness and transparency in your decision making. Make sure employees feel heard, and have a chance to speak out when they feel a sense of inequity.
Keep workplace relationships positive
A sense of camaraderie at work improves employee communication, cooperation and collaboration, and feeds innovation.
According to research in Robert Half UK’s report, ‘The secrets of the happiest companies and employees’:
39%
of employees feel they are not well managed at work and are out of their depth in their roles
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26% 18% of employees feel they don’t have the right skills or experience to do their job
of employees are not clear what is expected of them at work
www.petcareretail.co.uk
06/06/2017 09:35
WIN E FRE D FOO
WIN FREE BECO FOOD FOR DOGS & POS STAND WORTH £400+ Retailers across the UK are reporting great customer feedback on Beco Pets’ eco-conscious Food for Dogs, which contains only human-grade ingredients: ethically sourced meat and fish, fresh vegetables, botanicals and herbs, all free of grain and meat-meal. Recipes include free-range chicken, wild boar and MSC-certified cod & haddock. We’re offering Garden Centre Retail readers the chance to WIN FREE STOCK, PLUS A POS STAND, together worth over £400. To be in with a chance of clinching this attractive prize, just answer the question:
How many dog food recipes are available from Beco Pets? Clue: the answer can be found at www.becopets.com. PLUS we’ll be giving away MORE FREE STOCK prizes to a further 10 runners-up. So email your answer today to: win@becopets.com by closing date July 28.
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06/06/2017 10:11
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06/06/2017 15:27:33 12:15 30/05/2017
STORE DESIGN CASCO PET
BRING YOUR SPACE TO LIFE
CASCO PET CASCO Pet explains how ‘retail theatre’ can help drive sales and differentiate your pet shop from online retailers In today’s challenging and diverse retail environment, you must do more than keep your store clean and shelves stocked. To meet the demands of today’s consumer, retailers need to create more sophisticated experiences in order to capture the consumer’s attention and ultimately create new sales. CASCO Pet has recognised this need, and helps pet retailers, both large and small, to design www.petcareretail.co.uk
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stores that deliver ‘retail theatre’ through the creation of beautiful habitats for live pet display. It has long been acknowledged that live pets are the draw in pet retail. Unlike online retail spaces, live animal habitats give consumers a fabulous way to decide which pet will suit them best. A pet store that makes the most of its live pet section will ensure repeat business and drive customer
loyalty. Fish owners, for example, will often start with a small cold water tank and progress to a large marine aquarium as their interest and experience grows; a child’s interest is usually sparked by small animals such as gerbils, rabbits and guinea pigs, which often leads to a lifelong love of pets.
Make an entrance
Vibrant and well-placed exterior signage will go some way to
attracting attention, but a welldesigned store will go further than this. Animal habitats tactically placed next to windows or doors will help to draw customers in. While it might be tempting to place all your animal habitats in one area for ease of service and maintenance, it is better to divide them into their categories (small animals, reptiles, birds, aquatics and so on) and place these habitats around the store Pet Care Retail • Summer 2017
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CASCO PET STORE DESIGN
in individual clusters. This takes your customers on a journey of discovery, and ensures footfall through all your departments.
The wow factor
No matter how big or small your store is, you should look to create a ‘wow’ feature or two, as these are great for creating a talking point. Those with ample space should consider freestanding habitats that let your customers walk around the unit to view the animals, and potentially even interact with their potential pet. Graphics are a great way to enhance your retail space and bring it to life for the customer. You could simply add your preferred choice of background colours to your aquariums, or
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go all out and theme your entire store with a design that spreads across the animal units, the floor, walls and ceiling. This is a costeffective way of transforming your store into a spectacular installation that brings a sense of immersion and fun to customers. Ideas for this could include animal footprints that lead customers from the store entrance to the reptile and small animal livestock areas, or a jungle theme that runs through the bird racks and onto the surrounding walls. Graphics can also be used for promotional messages, which can be applied to the rear walls of aquariums or animal units. These can be changed to create seasonal themes or to support promotions and offers.
Right turn Retail shopping studies have found that most people turn right when they enter a store. This is because the majority of the population is right-handed and therefore right-oriented. Consider placing your wow feature or first set of live animal habitats at the front-right of your store, as this is where customers will give your merchandise the most attention. Inspire them to purchase an animal at this point.
Light it up
Use peripheral lighting to capture attention, highlight displays or enhance your themed areas. For example, you could use undershelf lighting to draw attention to products that are being
displayed, or project green light around your reptile habitats to create a more natural ambience and added sense of theatre. Meanwhile, blue lighting around aquatics can add to the calming experience that aquariums create. In the past, programmable coloured lighting systems were expensive, but this has changed with the introduction of low cost LED lighting – a cost-effective way to transform a retail space. For those with a larger budget, sound effects are another great way to add theatre and bring your spaces to life. Programmable motion detectors can activate sound effects that complement your animal display, such as trickling water, gentle waves or morning birdsong.
www.petcareretail.co.uk
06/06/2017 09:57
STORE DESIGN CASCO PET
FURTHER INFORMATION www.cascopet.com uk@cascopet.com
Knowledge is key Zoos use signs in a variety of ways; what you can take from them is their use of signage to educate customers about the animal that is on display. You shouldn’t assume that customers will know anything about the pet they are looking at – they may very well be browsing rather than looking for something specific. The more information you can provide at the point of purchase, the better. Providing information about the animal’s natural habitat and the care and equipment it requires will not only help educate pet owners, but is likely to help with decision making and inspire a pet purchase – as well as all the equipment to go with it. www.petcareretail.co.uk
StoreDesign.indd 23
“
CONSIDER PLACING YOUR WOW FEATURE OR FIRST SET OF LIVE ANIMAL HABITATS AT THE FRONT-RIGHT OF YOUR STORE,
”
AS THIS IS WHERE CUSTOMERS WILL GIVE YOUR MERCHANDISE THE MOST ATTENTION. INSPIRE THEM TO PURCHASE AN ANIMAL AT THIS POINT
FUR INFO
Pet Care Retail • Summer 2017
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06/06/2017 09:57
COVER STORY ETHICAL RETAIL
ETHICAL RETAILING:
WHY PROVENANCE PAYS
Ethical retailing is more relevant now than it has ever been and is increasingly becoming an important part of a customer’s perception of a brand. We look at the benefits retailers can enjoy by investing in ethics…
Illustration Kara Thomas
During the recent recession, ethical responsibility seemed to slip down retailers’ list of priorities, but now, amid calls for the ‘story’ behind businesses and their products from eco-conscious millennials and clued-up consumers, it’s back on the agenda. Latest research from the Ethical Consumer Markets Report reveals 53% of the UK population are choosing to avoid buying products or services over concerns about ethical reputation. And according to recently released data from Unilever, a third of consumers now choose to buy brands based on their social and environmental impact. Plus, one in five say they would choose a brand if its sustainability credentials were made clearer on packaging or in marketing. That’s a huge untapped market. Retail giant Tesco’s recent announcement that it’s trialling the end of 5p plastic bags in
three of its stores reflects just how much corporate attitudes are changing, and it’s unlikely to be entirely down to an urge to ‘do the right thing’. Instead, retailers are realising that reducing waste and acting ethically can actually save them money.
Ethical benefits
Pets Corner is a family run ethical pet retailer based in Brighton that has enjoyed commercial success over the past 20 plus years, and now boasts 155 pet shops across the UK. Owner and managing director Dean Richmond sees a correlation between promoting ethical values and growing a loyal customer base: “The majority of our customers come to us first for our quality products and classroom trained staff, however promoting our ethical values helps to increase brand and customer loyalty. It gives Pets Corner another point of difference from our competitors.” And what about the
A customer will walk into a shop and find a cheap rubber ball, but it will be untested with no certification. More and more consumers are happy to pay more for one they know is better for their pet
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commercial benefits? Can ethical retailing actually boost sales? Dean believes so: “We do see revenue driven by sustainable products increasing and we have some new products launches that are ground breaking from an ethical perspective.” Co-founders of online retailer ethical-pets.co.uk Anna Morris and Joey Smith “can’t imagine a situation where demand for ethical products decreases.“ Anna says: “Initially Joey and I wanted to build an online shop that we could buy from. We have several pets ourselves and we were having to buy ethical, sustainable products from a variety of different sources, and couldn’t find everything we wanted. We created the shop we wanted ourselves and hoped that people would want to buy from it too, which they did. We started ethical-pets after the recession, the economy was rubbish and we’ve grown really well.” Toby Massey, co-founder and design director of Britain’s biggest eco-producer Beco Pets, agrees: “Suppose a customer is searching for a rubber ball. They’ll walk into a shop and find a standard one, it’ll be brightly coloured but
untested, with no certification and it will be full of toxins. It will be cheap, maybe 50p or something. What you’re finding today is that more and more consumers might buy that product, but they might also be happy to pay £2 for one that they know is better for their pet. There’s a growing number of consumers who are in love with their pets, and are willing to make the leap from 50p to £1 or £2. And that market is only going to grow. It’s getting bigger everyday as consumers are more willing to use the pounds in their pockets to invest in better products. We’ve seen double digit growth year on year.”
www.petcareretail.co.uk
06/06/2017 15:20
ETHICAL RETAIL COVER STORY
ETHICAL STATS The value of ethical spending grew to
£38bn in 2015
Consumers increased ethical spending in their communities by
11.7% 21%
said they would actively choose brands if they made their sustainability credentials clearer on packaging…
Starting out
What if you’re a pet shop not currently stocking ethical products, and are ready to make the leap – where should you begin? “We do starter packs for shops that have a range of the bestselling products,” says Anna. “My advice would be to make a feature of it. There’s not much point just storing a bag of organic food at the back of your shop, you need to make a focal point of it, try to tie it in with some kind of event. ‘Organic week’, for example. January is a great time to start – a lot of people may have gone vegetarian as their new year’s resolution, so a big display on vegetarian, organic www.petcareretail.co.uk
EthicalRetail.indd 25
dog food will be more relevant to them that month.”
Infrastructure
What about direct cash savings such as solar panels, recycling or less packaging – can these save a business money in the long term? “We pay more for our renewable electricity but this is offset by investment in LED lighting and motion sensors,” says Dean. “Recycling is pretty much cost neutral compared to landfill. We only package using FSC products, which we pay more for. If the world converted to LED lighting tomorrow we’d go a long way to cutting energy consumption
– we did it in 2011 and I find it incredible to still see businesses installing old technology.”
The future
So, are ethical values simply a fad or the future of retail? Beco Pets’ Toby Massey says the world is changing. “I think it’s the only direction we can go in. We can’t keep spitting out plastic dog bowls forever – they need to be recycled. And we can’t just keep feeding dogs horrible beaks and hooves, we have to think about giving them fresh ingredients. Consumers are more aware of it and more understanding of it – they’re more challenging to retailers now.”
…this represents a potential untapped opportunity of
€966bn €2.5tn out of a
total market for sustainable goods
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06/06/2017 15:19
COVER STORY ETHICAL RETAIL
HOW TO BUILD AN
ETHICAL RANGE Toby Massey, co-founder and design director of Britain’s biggest eco-producer Beco Pets, has five top tips
1 It’s not a jumble sale
While it might seem better to offer every single product on the market, the most successful stores keep their ranges tight. Smaller, more carefully selected ranges often sell better because consumers trust your selections.
2 Keep the message clear and simple
In store PoS is key, especially when you have a complicated ‘eco’ message. We all love to browse products, so look for good PoS. That way, while you’re busy at the till, your customers walking the shop floor can read up on the latest green alternative.
your brands inside out 3 Know Investing time and resources in shop floor staff training is never a waste of effort. Encouraging and helping your team to get under the skin of a brand is especially important with ecofriendly products, as your customers trust you. We, like many other brands, offer lots of staff training and it really helps to keep customers coming back again and again, when they know they’re getting good advice.
shouldn’t cost the Earth 4 Green In the past, retailers viewed eco alternatives as expensive and premium, but over time we’ve noticed the Gene Revolution has become more mainstream. Why not try bundle deals of multibuy offers to help increase sales? Beco Poop Bags lead their field where green credentials are the yardstick – and they’re also often on a ‘3 for 2’ offer. We’ve sold millions!
is the new recycled 5 Ethical As consumers have become more eco-conscious, we’ve seen a growing awareness of food provenance. Consumers today are asking about free range and MSC. Make sure your food range includes an ethical option.
Encouraging and helping your team to get under the skin of a brand is especially important with eco-friendly products, as your customers trust you
SUSTAINABLE SUPPLY Ethical retailing also extends to ensuring workers in your supply chains are well treated. Jane Moyo, communications manager at the Ethical Trading Initiative, has two suggestions… 1. Download and embed within your business operations the two new Equality and Human Rights Commission (EHRC) guides (www.ethicaltrade.org/blog/joining-dots-between-businessand-human-rights-in-uk). They aim to help UK companies understand how to meet their corporate social responsibility.
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2. Ask your suppliers if they follow ETI’s Base Code of nine labour standards (www.ethicaltrade.org/eti-base-code). Many goods such as dog leads, toys or even pet food are sourced overseas, and it’s important to ensure that the workers who produced these are employed in decent conditions and fairly paid.
www.petcareretail.co.uk
06/06/2017 14:30
ETHICAL RETAIL COVER STORY
WHAT I’VE LEARNT RICHARD ANGELL OF
ANGELL PETS
Richard Angell bills his business as ‘the friendliest pet shop in Gloucester’. Angell Pets reflects not only Richard’s dedication to responsible retailing, but his dedication to the welfare of both the animals he sells and his customers’ own pets
How did you start out? Angell pets is a family owned and run business. We’re a small independent retailer in Gloucester and we’ve been in operation for nine years now. Our staff are all highly qualified, some to honours degree level in animal sciences. We sell a full range of pet products, food and accessories as well as animals themselves including fish, birds, reptiles, amphibians, invertebrate and small mammals. We also breed some small mammals and have bred reptiles in the past. What makes Angell Pets an ethical retailer? Ethical retailing is so important from a personal point of view. I feel that I have a responsibility to all of the animals I sell to make sure that they are looked after properly once I’ve sold them. We only sell captive bred animals and the main reason behind that is because captive bred animals are better in captive environments, they don’t come with their own load of parasites, and they’re generally more docile. Another reason is that I have no control over how animals are gathered in the wild – somebody who’s exporting will just go into the local area and pay very little to collect as many of what they want as possible. I don’t want anything to do with that kind of trade, so I’d much rather sell captive bred animals. We don’t want anything to do with damage to the environment and that’s the only way I can control that. In terms of pet food, we don’t tend to sell the cheap rubbish you get in supermarkets – we try to sell food which is appropriate for the animal. For example, we don’t sell chicken food for dogs, which many brands do. The low end of our range is the hypoallergenic products where the wheat has been replaced with rice, but we also sell our own brand of grain free as well as other brands, and a selection of raw food which is appropriate for the animal.
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Don’t be tempted to sell a goldfish if the customer just has a bowl – say no. You’ll shift animals but damage your reputation. Stick to your principles When did you know your business was a success? Angell Pets started in the depth of the recession, the worst possible time to start a business, but it grew quite rapidly. We have had our setbacks – we had to move after five years because our lease ran out, and we had been in the perfect location so that wasn’t ideal, but we’re now in the process of moving again to try and overcome that. We have a reputation now, and we get people calling us to pass on queries and often to pass on customers if they can’t help with their questions. Any top tips for other pet retailers looking to become more ethical? The most important thing is that they aren’t tempted to sell out. Don’t be tempted to sell a goldfish if you think the customer just has a bowl – say no. If somebody wants a snake, don’t be tempted to sell them a snake in a little plastic box with a tiny heat mat and say that’s all they need. You’ll shift the animals but your reputation will be permanently damaged, as will the reputation of the trade, so don’t do it. Stick to your principles.
FURTHER INFORMATION www.angellpets.co.uk
Pet Care Retail • Summer 2017
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06/06/2017 14:30
INSTAGRAM TOP TIPS
PICTURE PERFECT Four pet industry insiders tell us why Instagram is worth your time and effort, and give us their top tips and advice on how to do it well
CHRISTINE CHAU
Charley Chau @charleychau
Be clear what you’re using Instagram for. Is it for building awareness of your brand, generating new sales, engaging your existing customers, or all of the above? Decide what you want to achieve on Instagram and develop your content strategy accordingly. Understand your audience and the hashtags that reach them, but only use hashtags that are relevant to your content. Using random hashtags with no association to the image or subject of your post is akin to spamming, and people hate spam. Prepare to engage. Don’t just post a pic and expect to sit back and count the likes. Make sure you reply to comments on your posts, and make sure you share a bit of love and like and comment on your followers’ posts too. Let things grow organically. Gaining 50,000 followers overnight sounds great, but if only 10 people like your pictures each time you post, then the numbers don’t stack up and people will know that you bought your followers – and that’s not good. Spend a few minutes here and there throughout your day liking, commenting and following other Instagram users and you stand a good chance of building an active, engaged community around your Insta profile.
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Gaining 50,000 followers overnight sounds great, but if only 10 people like your pictures each time you post, then the numbers don’t stack up and people will know that you bought your followers – and that’s not good
www.petcareretail.co.uk
06/06/2017 09:37
(© MiaCara)
Post daily or more, use hashtags, engage and connect, ask customers to follow and tag you – and regram them
(© MiaCara)
TOP TIPS INSTAGRAM
JEREMY COOPER
AGNES PFAUTH
Hindquarters @hindquarters_hq
MiaCara @miacaradesign
Share pictures of happy customers with what they’ve been trying or buying – with their names and vital details alongside.
Remain authentic. We always try to give a glimpse ‘behind the scenes’ to stay personal, using the story function for example.
Involve your own pets: share their biographies, habits and what they get up to each day.
Stay active, which means liking or commenting on your followers’ posts and answering incoming messages within a short time.
Think about how you want to convey and promote your products. In terms of the mechanics, post daily or more, use hashtags, engage and connect, ask customers to follow and tag you – and regram them. Get stuck in and enjoy! www.petcareretail.co.uk
Instagram.indd 29
Choose your pictures carefully. Better to skip a post than post a bad one. Pay attention to the quality of your pictures and try to use hashtags suitable for your post. Most importantly, have fun!
Stay active, which means liking or commenting on your followers’ posts and answering incoming messages within a short time
Pet Care Retail • Summer 2017
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06/06/2017 09:39
INSTAGRAM TOP TIPS
AMY FLEURIOT
Hiro + Wolf @hiroandwolf
Starting your Instagram account can be a daunting thought – where do I start? How do I build an audience from scratch? For us, it was a case of doing little but often, and making sure we only posted those images that we were 100% happy with. It’s always preferable not to post than to post something that will lower the quality of your feed. When it comes to building a community, engagement is key. Find the hashtags that are relevant to your industry and particular to your brand’s niche, and use them abundantly. Lastly, always reply to comments on your posts and return the favour – if somebody takes the time to write on your feed, pay them a visit and engage with them on their feed too. Chances are if they’re interested in your product, their audience could be too.
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When it comes to building a community, engagement is key. Find the hashtags that are relevant to your industry and particular to your brand’s niche, and use them abundantly
www.petcareretail.co.uk
06/06/2017 09:39
TOP TIPS INSTAGRAM
Instagram is awash with copycat brands and people trying to find the shortest route to success. If you want to grow, you need to have integrity
JO HOLDAWAY
Houndworthy @houndworthy
Consistency matters. Getting a consistent style established for your social media channels takes time. But it also takes a clear vision from the start, before even your first post. Work out how you want your brand to be perceived, and have a mental style guide in place for everything you do. Does this feel like us? Is the content what we’d talk about? If you don’t stay true to who you are, your business will never convince others that you’re legit. Don’t copy others. Instagram is awash with copycat brands and people trying to find the shortest route to success. If you want to grow a loyal, engaged audience, you need to have integrity. If you lift imagery and text from others you will lose more customers than you gain. Credibility sells. Mix it up. There’s nothing worse than an IG feed that is just product shot after product shot after product shot. Show your goods being used, and celebrate the values of your brand, not just the things on your shelves. Most importantly, vary the content so that it aligns with your audience’s interests. Don’t be afraid to stray from your comfort zone. Social media is as much about entertainment as it is selling. www.petcareretail.co.uk
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SECURITY PREVENTION
SHOPLIFTING:
PROTECT YOUR BUSINESS Pet Care Retail discusses the issue of shoplifting and the various ways a pet shop can prevent it with Paul Churchett, head of sales at retail security specialists Catalyst theft levels: “Ease of opportunity will always be a key factor when a shoplifter is deciding where to steal from,” says Paul. “A small high street store with no security measures and just one member of staff manning the shop floor will be extremely attractive to shoplifters – they only have to wait for that staff member to turn away for a moment to be able to put a product into their bag or under their coat.”
Security equipment
T
heft is a continuous issue for retailers, and one that is found in every shop setting, regardless of its size, location or stock. “All of the retailers we work with have found that they lose between 1% and 3% of their overall turnover,” Paul tells us. There are several options open to retailers who are looking to reduce their rate of theft, from staff training to stock placement and anti-theft equipment.
Locality and opportunity
“There are several factors that affect retail theft rates,” explains Paul. “A big one is regionality; we work with a range of retailers that have multiple stores in different areas, such as Tesco and River Island, and there are always key areas that are more prone to theft. Oxford Street is renowned for being high in shoplifting activity, as are most inner cities.” As well as locality, conditions within the store itself can affect
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Retailers have several options when it comes to security equipment; the most common choices are strong sticky labels and hard tags that can be placed on products and which set off security alarms if a shoplifter attempts to leave the store with them. “Having security gates by the door are themselves an immediate deterrent to potential shoplifters,” says Paul. “Being large and easily visible, they show that the store has measures in place to prevent theft.” All security tags and stickers can be removed or deactivated at the till for customers buying the item. Another option for a pet shop is to simply place stickers on products that state the item is security protected. “Even if the product isn’t security protected, a shoplifter will think twice about stealing it if they see a sticker that states it will set off an alarm if it is removed from the shop. It can be a great deterrent, and is very inexpensive.” Safe cases can be used for more expensive stock; they allow
customers to view a product, but prevent them from physically touching it. “Safe cases make it a lot more difficult to steal a product,” explains Paul. “They set off the security gates if they are taken out of the shop, and are very, very difficult to get into. We call security products like that ‘benefit denial’, because even if the product is stolen, the shoplifter is going to really struggle to access it, or benefit from stealing it in any way.”
Know your neighbours
If shoplifters see security equipment in a shop, they are likely to leave and move on to steal from somewhere that doesn’t have those measures in place, says Paul. “One of our customers – Asda – had a store in a retail park, situated right next to a Halfords. When Halfords invested in security measures, Asda’s theft rates went up hugely, particularly for products such as oil that had previously been shoplifted from Halfords. It’s important for retailers to be aware of what their neighbours are doing – if competitors or nearby stores have installed security, you’re likely to inherit their theft problem, no matter what you’re selling.”
Store layout
Pet shop owners should always keep in mind the opportunities that shoplifters see when they walk around their store, and reduce the opportunities for theft wherever possible. “High shelves in the middle sections of a shop
make it easier for shoplifters to hide – it’s harder for staff to see them across the shop, which increases the risk of theft. Having enough space in-store for all the stock is important, but there has to be a balance. Having shelves that are four feet high rather than eight feet high, for example, means that people in the shop are a lot more visible – making stealing riskier for shoplifters.” Expensive items of stock should be kept near or behind the till, Paul adds, and items that are stolen more often should be kept in places that are more open and easy to see. “This is called
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PREVENTION SECURITY
Caption xxxxxxxxxxxx
CASE STUDY: PETS AT HOME “One of our customers is Pets At Home, which came to us when it was having issues with theft – particularly with its dog collar products, which were getting stolen at a higher rate than any other product in its stores. After some investigation, the company found that a lot of shoplifters were going into the shop with their dog, swapping the old collar for a new one, and then walking out with it. Any staff member glancing over would assume the customer was just seeing how the collar looked and fit on their dog. Dog collars are quite expensive products, and Pets At Home was seeing continual losses in profit due to theft. “We suggested attaching security tags to the dog collars that would set off alarm gates at the store exits if not removed. Security tags reduce theft of any products they’re placed on, and as they can be removed at the till and then be reused, Pets At Home only had the one-off cost of the security equipment – which will last it for years.”
aggressive merchandising,” Paul says. “One example of this can be seen in most supermarkets, where batteries, which are small, quite expensive and easy to steal, are kept right near the till.”
Staff training
A key way that staff can help to minimise theft is simply by being out on the shop floor and talking to customers. “The worst thing a shoplifter can experience is a member of staff going up to them and asking if they need help with anything,” Paul explains. “Once the person has been acknowledged, they www.petcareretail.co.uk
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will feel that there is a larger risk of being noticed while stealing, and so they are less likely to do so. A lot of retailers think that staff are there purely to sell stock, but they’re also there to protect it.” Paul also strongly advises that all staff members within a retail store receive security training to ensure they know how to handle theft if it is discovered. “Staff members could be very nervous about approaching someone they see shoplifting, and without training they won’t know whether to approach the person, whether they should call the police, what is safe and what isn’t safe. Staff
inductions should include training that outlines clear instructions on what to do if if the staff member witnesses shoplifting, what the company policy on shoplifting is and how to deal with the matter safely. This training should be revisited periodically to ensure that all staff members are confident that they know what to do if they encounter shoplifting – which they are all likely to do at some point.” Retailers that lack an existing theft policy can contact a security consultancy, who can help to create a policy that works for your particular business.
Staff inductions should include training that outlines clear instructions on what to do if the staff member witnesses shoplifting, what the company policy on shoplifting is and how to deal with the matter safely
FURTHER INFORMATION www.catalyst-direct.com/uk 01494 453045
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COLD-PRESSED-DOG-FOOD Superior nutrition for dogs
Grain Free
Gm Free
Rice Free
Suitable For All Ages
Gluten Free
Suitable For All Breeds
Free From: Artificial Preservatives Flavouring, Sugars & Colours
Website www.purepetgroup.co.uk Facebook Pure Pet Group Email Sales@purepetgroup.co.uk Telephone 023 8109 7021 Pure Pet Group, Pathfinder House, Testwood Park, Salisbury Road, Totton, Southampton, SO40 2RW Registered in England and Wales. Registered company number 02439620
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SPOTLIGHT PRODUCTS
INSIDE 36
PET TRAVEL Everything you need to know to capitalise on this growing market
40
PREMIUM PET FOOD The best of luxury options
44
LATEST PRODUCTS Best of British, grooming and pest control
PRODUCT
FOCUS
Ruffwear Highlands sleeping bag A durable sleeping bag for canine comfort and insulation on the trail
Constructed from lightweight, synthetic insulation that provides warmth and protection from hard, cold surfaces, this bag has a durable polyester fabric shell for a comfortable sleeping surface which cleans with a shake. The bag, which weighs just 760g, is machine washable and compresses into an included stuff sack. It has a zip opening so that it can be opened wide and zip closed to retain a dog’s body heat, and also features four stake-out loops for securing the bed to the ground or for hand drying.
RRP
£109.95
info@accapigroup.com
www.petcareretail.co.uk
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06/06/2017 09:54
PRODUCTS PET TRAVEL
TAKE THE LEAD ON
UP IN THE AIR
PET TRAVEL We examine the growth of the UK pet travel market, its wide-ranging customer base and the products pet shops should stock to profit from this burgeoning trend
A
s pet humanisation continues to grow among UK owners who consider their pets to be valued family members, it should come as no surprise that demand for travelling with pets is increasing. According to market analyst Mintel, 38% of pet owners admit they feel guilty about leaving their pet behind when going on holiday, over a quarter (27%) of pet owners are interested in a car with pet-friendly features, and 49% of dog and cat owners who leave their pets at home would be interested in a webcam or app to monitors their pets while they’re away. Increasing numbers of owners don’t want to be separated from their pets for extended periods of time, and are looking for ways to bring them along on their travels. The market for pet travel is considerable, and continuing to grow each year – FPS Distribution Ltd found that Britons spend a total average of £450m per year on pet travel, with 2016 seeing an annual growth rate of 6% for the UK pet travel industry. As a result, the market for travel products for pets has expanded significantly, creating new and highly profitable opportunities for pet retailers. “The spring and summer months see a substantial rise in the demand for pet travel accessories,” says FPS Distribution. “For example, UK highway codes require proper animal restraint measures to counter distractions and injuries, so the market for these products is huge.”
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Senior PetAir UK travel consultant Joanna Dibben talks the growing trend for owners to travel by air with their pets, and which products cater to this market Where did the idea for PetAir UK come from? It was about 12 years ago, from one of our director’s friends, who is a vet and in charge of the pet sealing at the airport – when a seal is put onto a pet's crate and they're checked just before a flight. The vet mentioned to our director that there was a
Pet travel is much easier nowadays, and extremely safe, which is encouraging to owners wanting to bring their pet with them abroad
good venture opportunity for vets to be involved in the earlier stages of pet air travel, in order to maximise their welfare on the flight. As a result of that conversation PetAir UK was formed, and since then we've seen the demand for pets travelling with their owners expand hugely. When I was a child, my dad moved abroad for work and we all went with him as a family, but there was never even a consideration that our dog would come too. That was 30 years ago, and now we see a lot of customers ranging from those moving abroad for a better quality of life, a work relocation, going away on holiday or travelling that want to bring their pets with them.
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PET TRAVEL PRODUCTS
Have you seen customer demand increase for pet travel in the last few years? Yes, hugely. Year on year, PetAir UK keeps growing – we keep saying we can't beat the year we've had and then 12 months later we do, it just keeps building. However, we are also building a good reputation and networking with other agents, so it’s possible we're taking a larger chunk of the same market. We have a great base of new and regular clients, such as a gentleman who spends six months out of every year in New Zealand and brings his dog with him. Pets are becoming more and more a part of the family – people don't want to leave them behind or go weeks or months without seeing their pets. Pet travel is also much easier nowadays than it used to be, and it is extremely safe, which is encouraging to owners wanting to bring their pet abroad. Which air travel products would you advise a pet shop to stock? Something that we see quite regularly is that our customers request to use their own plastic crate they bought at a pet shop. Unfortunately, through no fault of the pet shop these often are not IATA (International Air Transport Association) approved. The IATA standards do change from time to time, and in the past 24 months, for example, they've changed to state that plastic crates can't clip together
FACT
49%
of dog and cat owners who leave their pets at home would be interested in a webcam or app to monitors their pets while they're away
when taken apart – they now have to have metal screws to improve animal security and welfare during flights. Pet shops selling pet crates need to be continually checking the IATA legislation to ensure their products all comply. Other products pet shops could consider selling within their pet travel section are the Feliway and DAP pheromone sprays, which help animals feel more secure and relaxed in a travelling environment. Pet shops could also consider stocking products for pets not just for while they’re travelling, but also for once they've arrived at their destination, such as cool coats for dogs to wear in hot climates.
FURTHER INFORMATION www.petairuk.com
PET TRAVEL PRODUCTS Catspia Backpack
Manufacturer: Pet London Launched: March 2017 Made from a robust and lightweight polycarbonate shell to safeguard pets, the backpack has a 360° viewing capsule and holds pets up to 6.4kg. There are three air holes in the capsule, with more across the sides and back of the backpack, and mesh wings to ensure air flow. RRP £119.99 office@petlondon.com
Enhanced Strength Tru-Fit Smart Harness
Manufacturer: Kurgo Launched: 2014 This crash-tested safety harness has an overhead design with metal hardware for strength and durability, and can be used with any vehicle seatbelt. Five points of adjustment for a nearly-custom fit, with a chest plate to control pets. RRP £22.95 info@accapigroup.com
Stay Over Rover
Manufacturer: Collarways Launched: September 2015 Designed to organise the multitude of accessories that dog owners have in one receptacle. Its 360˚ swivel hook allows the bag to be hung up in various places out of pets’ reach, such as cars, hotels, bathrooms and on the outside of a crate. It comes with multiple zipped compartments and a special opening for poo bag dispensing. RRP £34.99 info@collarways.com
Navy Nordic Stripe Dog Carrier
Manufacturer: Mutts and Hounds Launched: March 2016 Available for tiny and small breeds, and doubles as a travel bed when opened up. Crafted in Somerset from Nordic Stripe linen and lined internally with soft fleece fabric, this carrier has a zip and internal collar clasp to keep pets secure. RRP Small £105 Katie@muttsandhounds.co.uk
Clean Sheets
FACT
38%
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of pet owners admit they feel guilty about leaving their pet behind when going on holiday
Manufacturer: Animology Launched: January 2016 This travel pack of extra large pet wipes contains 20 wipes for ‘on the go’ cleaning. One side is rough and contains microfibers to help agitate and pick up loose hair and dirt, while the other is smooth to help clean and condition a dog’s coat using the norinse shampoo formula. RRP £4 sales@group55.co.uk
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PRODUCTS PET TRAVEL
WHAT I’VE LEARNT
GRACIA AMICO
PETS PYJAMAS Gracia Amico, CEO of pet travel success story PetsPyjamas, talks about the continuing trend for spending holidays with Fido in tow and how retailers can profit from it Where did the idea for PetsPyjamas come from? It came from our founder Karen Hanton, who previously founded the online restaurant booking service Top Table which did very well and was eventually sold to the USA. Karen is very entrepreneurial and sees opportunities before most people; whilst on holiday in New York years ago, she came to realise how dogs were considered part of the family. After some research, Karen realised there was a gap in the UK market for an online service that sells pet accessories tailored to different dog breeds, and also offers advice and products for owners wanting to travel with their dogs. That's how PetsPyjamas came about. We started the company five years ago, and since then we've expanded very fast. Every year we've had three digit growth, which we're all really happy with. We began by selling breedspecific, tailored dog accessories
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and then added the travel element to the site two and a half years ago – the travel side has really taken over since then and become the main revenue stream for the business. Travelling with pets has become so popular and the site just keeps on growing; we've found that most people who use our travel service come back again and recommend us to their friends. Can you tell us about the trend of owners wanting to take their pets with them on holiday – who makes up this customer base and where has it come from? I think the trend began in the US and made its way to the UK, and is a sign of our times. There are increasing numbers of couples marrying later and waiting longer to have children, and often those couples will have a dog before they have a child to take that first step in responsibility. More and more couples are deciding to not have children altogether, and
we've found a lot of these will have dogs – not as a replacement, but for that feeling of family. Of course, there have always been families with children and a dog or several dogs; at the moment there are nine million dogs in the UK, and that number is increasing every year. When I was younger it was almost frowned upon to be too affectionate with your dog, but these days it's completely accepted and normalised, to the point of owners buying their dogs cake for their birthdays. One of our bestselling products is our dog birthday cake, and we also sell a huge amount of dog presents
around Christmas, especially personalised items such as towels and toys. I don't think there's one specific customer base for PetsPyjamas. The majority of our pet travel customers tend to be 30 years plus, but we do get younger people who use the service, and our pet accessories customers range greatly in age. We have a strong Facebook following made up typically of younger people, and our pet concierge who help our customers find the best dog-friendly holiday locations have reported that they tend to receive calls from owners that are 35 years plus.
We've found that customised products are always hugely popular, so pet shops could consider offering a personalisation service with their stock to boost sales – initials sown onto a dog towel, for example
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PET TRAVEL PRODUCTS
Hotels are really understanding the importance of this new market of owners that want to travel with their dogs – we conducted some research and found that hotels increase their revenue stream by around 35% by being dog-friendly. When we started our travel service we found we really had to explain to hotels the benefits of welcoming dogs, but now just a few years later hotels are coming to us and asking to be put onto our website as pet-friendly businesses. We have such a loyal and large database that we often conduct surveys to find out about our customers and their preferences. We know, for example, that 60% of all dog owners want to go on at least three mini breaks this year with their dog. What are key products a pet shop should offer in a ‘pet travel’ range? We have a pet travel bowl that you can fold so it's flat, which is www.petcareretail.co.uk
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by far our bestselling product. Other popular products that pet shops should consider stocking is a boot protector for cars which sells really well, and travel blankets. We personalise our travel blanket products, which customers really love and which drives a lot of sales. We've found that customised products are always hugely popular, so pet shops could consider offering a personalisation service with their stock to boost sales – initials sown onto a dog towel, for example. Customised products also make great gifts for people to buy for friends or family members that are pet owners. We've found that a lot of our customers will buy personalised pet products as gifts, especially around Christmas. Travel water bottles are also very popular and make a lot of sense, as owners will need to have water for their dogs wherever they're travelling. We also sell window grids for cars that allow windows to be left open
and air to come through the car while the dog is in it, which is very safe and doesn't allow anyone in or out of the car, and especially useful on hot days. Travel beds are a must, as well as small car toys to prevent boredom in dogs on long journeys. Customisation took hold of the fashion industry years ago – Ralph Lauren had free initial embroidering on their polo shirts online, Nike customers could select their own colour schemes and have their initials on their trainers. It's been very popular and is now entering the pet market. Owners want their pet's products to be tailored specifically for them, which has led to a massive increase in popularity and demand for pet products that can be customised. Boutique pet shops are very popular right now too, and tend to stock really unique products that are very popular with pet owners who are willing to spend a bit extra to have something a bit different and bespoke.
Any tips for selling pet travel products? Make sure you have enough travel products to make a real collection out of it, rather than just one or two hidden amongst non-travel products – dedicate a section to pet travel and market it as such. Owners like to buy sets of products, so consider putting together an 'essentials kit' of products an owner will need for when they travel with their pet.
FURTHER INFORMATION www.petspyjamas.com
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PRODUCTS PREMIUM PET FOOD
PREMIUM
PET FOOD PET LUXURY
ON THE RISE Consumers are not just becoming more conscious of what they feed themselves, but also their pets. Expert findings report premium pet foods may be poised to become the new normal...
Forthglade Cold Pressed Duck and Chicken with Brown Rice for dogs
T
he premiumisation of pet food is a trend that has grown dramatically in the past few years, and it seems every retailer stocking pet food is jumping on board. In March of this year, Tesco teamed up with US firm Fresh Pet, to roll out its high end, all natural pet food in 300 stores, which the company promises are “Just like a home cooked meal made in your kitchen”. Led by both the increase in health consciousn consumers and the ongoing trend of pet humanisation, the gap between the quality of food an owner wants for themselves and for their pets is getting smaller. Market analyst Mintel reported: “The ongoing humanisation of pets is translating into marked similarities between the pet food and human food markets. Premiumisation is currently shaping both markets, with clear signs of trading upwards in pet food, reflected in rising average prices.”
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Looking to increase the health and lifespan of their pets, consumers are increasingly willing to spend more on premium pet foods that deliver this. Mintel concluded in its pet food report in 2016 that: “The premiumisation of pet food is pushing up average prices, with luxury brands posting the strongest performances in the market. This highlights a growing willingness to spend more on products delivering high quality and the best in nutrition, buttressed by rising consumer spending.” Mars Petcare UK concurs, stating in its 2017 Overview of the Petcare Category report: “In line with human food trends, pet owners are interested in feeding their pets products with natural ingredients, or products formulated to meet specific dietary needs. Trends are showing that pet owners want to ensure that they have the best possible care and nutrition.”
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PREMIUM PET FOOD PRODUCTS
ONLY THE BEST PCR spoke to Chris Harris, commercial manager of Pure Pet Group, about the growing disposition among pet owners to buy premium pet foods, and why the trend is here to stay How have you seen the premium pet food market expand? Pet owners are becoming more conscious of the role that good quality food plays in the lives of their pets, in much the same way that the general public is becoming more aware of the benefits of consuming healthier foods themselves. As it’s now becoming more apparent to pet owners that huge health benefits can be derived by switching to more natural foodstuffs, then the owners are seeking out these alternative healthier products, of which cold-pressed is but one. Do you think it will continue to grow over the next few years? Yes, definitely – as pet owners become more and more aware of the benefits of premium pet foods, the demand will increase for sure. Why should pet retailers stock premium pet foods? Premium pet foods costs may be higher than more traditional pet foods, but when you consider the growing concern among consumers for the wellbeing
of their pets, coupled with the reduction of costly health issues for pets eating premium foods, stocking these products is really a no-brainer. I think independent pet shops will play a massive part in driving forward pet food premiumisation – they’re closer to what’s going on with their customers. It’s not as much of a numbers game to them as in the big multiples and they’re quicker to respond to customer demand, which at the moment is increasingly premium. Do you have any top tips on how retailers can best sell/market premium pet food? I think firstly you have to have the right mindset – quality does come at a price, and the ‘stack it high and sell it cheap’ mantra won’t work with this customer base. If retailers take a more holistic view and focus on the health benefits of the premium pet food ranges, this will encourage sales from consumers who are increasingly prioritising their pets’ health over costs.
I think independent pet shops will play a massive part in driving forward pet food premiumisation – they’re closer to their customers and quicker to respond to demand, which at the moment is increasingly premium
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Cats Feline Care Nutrition dry range
Manufacturer: Royal Canin Launched: April 2017 Recently redesigned to bring the design of the six Feline Care dry products in line with the newer Feline Health Nutrition dry products and the Health and Care wet products. Available in six varieties: Light Weight Care, Hairball Care, Urinary Care, Hair & Skin Care, Oral Care and Digestive Care. RRP £5.95 for 1kg enquire.gbr@royalcanin.com
Grain Free Freshly Prepared Salmon for Cats
Manufacturer: GA Pet Food Partners Launched: August 2015 A source of protein, rich in amino acids, vitamins and minerals, this recipe contains 60% salmon, 35% of which is freshly prepared. Designed to be suitable for pets with grain intolerance and sensitivity, using sweet potato as an alternative to grains. High in omega 3 to promote skin and coat health. RRP POA 01257 633125
KOI Beauty First
Manufacturer: Tetra Launched: May 2017 Inspired by the influence that Koi food has on fish health and colour, KOI Beauty is available in three varieties: KOI Beauty First, KOI Beauty Small Pellets, and KOI Beauty Medium Pellets. KOI Beauty First is a complete diet offering protein to support energy levels and growth in young koi. RRP £5 for 150g petservicecenter@eu.spectrumbrands.com
Fish
Everyday Pond Fish Food
Manufacturer: FishScience Launched: February 2017 The new formula of this pond fish food range is based on the diet that pond fish would naturally consume in the wild, using insect meal as a key ingredient and protein source. The food is cultured with waste fruit, vegetables and brewery waste to provide an environmentally friendly and sustainable source of protein. RRP £4.35 for 225g dave.pool@fishscience.co.uk
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PRODUCTS PREMIUM PET FOOD
Ferret Feast
Manufacturer: Alpha Launched: September 2006 Formulated as a premium complete diet to meet all the nutritional needs of working, pet and show ferrets. Ferret Feast contains a high proportion of poultry and fish meal, and has a high oil content for healthy skin and a shiny coat. It is designed to be easy to feed and to remove all the odour of more traditional feeding regimes. RRP £7.25 for 2.5kg info@alphafeeds.com
Ferret
Selective Naturals
Chicken and Rice Ferret Food
Manufacturer: Vitalin Launched: April 2015 Vitalin’s nutritionists have worked with vets to formulate a hypoallergenic and gluten-free recipe, containing high quality protein from 100% British chicken. The food is enhanced with fructooligosaccharides and mannan-oligosaccharides to support ferrets’ digestive systems, and yucca extract to help minimise stool odour. RRP £7.95 for 2kg info@vitalinpetfood.co.uk
Dogs
Wholesome Meal in a Bag
Manufacturer: Pure Dog Launched: March 2017 These cold-pressed foods are available in Duck & Sweet Potato, Chicken & Trout, and Salmon & Sweet Potato varieties, all of which are grain-free, rice-free, gluten-free and GM-free. Suitable for all ages and breeds of dog, and free from artificial preservatives, flavourings, sugars and colours. Designed for health-conscious pet owners. RRP £9.06 for 1.5kg sales@purepetgroup.co.uk
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Small animal
Manufacturer: Supreme Pet Foods Launched: November 2017 Launched as an alternative to sweet treats, Selective Naturals is made with natural ingredients and is available in four flavours: Forest Sticks, made from blackberry and chamomile; Garden Sticks, a blend of pea and mint; Meadow Loops, made from timothy hay and thyme, and Woodland Loops, a colourful blend of dandelion and rosehip. Selective Naturals is high in fibre and linseed, and has no added sugars or artificial colours. RRP £2.99 experts@supremepetfoods.com
Cold Pressed Duck with Brown Rice
Manufacturer: Forthglade Launched: May 2017 This new coldpressed meal is Forthglade’s first 100% natural dry food for dogs, pressed for a few seconds at low temperatures to preserve its nutritional value. This food comes with a ‘no junk’ promise, with no artificial colours, flavour or preservatives. Made with 30% duck, 5% liver and 5% white fish, as well as brown rice, vegetables, fruit, omega 3 oils, vitamins, minerals and botanicals. RRP £34.99 for 6kg trade@forthglade.com
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06/06/2017 11:56
The smallest and most accurate locating device for finding your cat!
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Buy your Tabcat now: www.mytabcat.com/petcare or call 0208 207 0880 Try risk free – 30 day money back guarantee * *Terms & Conditions apply
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PRODUCTS BEST OF BRITISH
LATEST PRODUCTS
BEST OF BRITISH Padstow Collar
Manufacturer: Ditsy Pet Launched: Summer 2016 A washable 100% cotton collar with an inner webbing core for strength, plus a contoured quick release black clasp. The collars are handcrafted in Ditsy Pet’s Nottingham workshop, using fashion-based fabrics. Ditsy aims to constantly add fun new styles to its range, so that dogs can be the “trendiest pooch in the park”. RPP £11.95-£18.95 aaron@ditsypet.co.uk
Artisan Bakes
Manufacturer: AATU Launched: June 2017 Handcrafted using traditional baking methods and cooked in sustainably sourced woodburning ovens for a crunchy bite. Available in Chicken & Salmon for puppies, Duck, Turkey, Chicken, Salmon and Sardine. Free from grain, white potato and gluten, these bite-sized treats come in a resealable pouch for freshness. RRP £4.49 for 150g 01442 212 392
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Stag Antler Whistle
Manufacturer: Houndworthy Launched: June 2013 Handmade in Scotland, these rustic stag antler whistles are designed as an accessory for dog walkers and as a gift idea for dog lovers. Each whistle is unique and comes on a leather lanyard. They are made from sustainable, naturally shed Scottish stag antler, and are loud enough to cut through wind, rain, sleet or snow. RRP £19 morgan@houndworthy.com
Great British Breakfast
Manufacturer: Lily’s Kitchen Launched: March 2017 A chance for pets to eat a British breakfast alongside their owners, marketed towards the increasing numbers of owners who share mealtimes with their pet. A complete meal, made with a combination of natural breakfast ingredients including lean, high-protein venison sausage meat, haricot beans, ham and eggs, topped with parsley for digestive support and Lily’s Kitchen’s signature healthy herb blend. RRP £2.49 for 400g sales@lilyskitchen.co.uk
Better Than Raw
Manufacturer: Huxley Hound Launched: March 2016 These Organic Beetroot treats are low in fat and high in antioxidants, vitamins, fibre and essentials minerals such as potassium and manganese. A chewy all-natural treat, dehydrated to maintain nutritional value. These treats are made from organic vegetables that are planted, grown, harvested and prepared in the UK. RRP £3.95 zdeane@huxleyhound.com
www.petcareretail.co.uk
06/06/2017 09:51
BEST OF BRITISH PRODUCTS
Junk Free Tasty Turkey
Manufacturer: Pooch and Mutt Launched: May 2017 A new range of healthy, ‘junk-free’ chews, marketed as an alternative to mass produced dental sticks. Available in Perfect Pork, Tasty Turkey and Duck Delight. Cold formed to preserve the natural flavours and nutrients in the dried turkey, whole peas, dehulled oats, vegetable glycerine, whole linseed, glucose syrup and hydrolysed liver protein that the chews are made from. RRP £1.99 pooch@poochandmutt.com
Mighty Mixers
Manufacturer: Natures Menu Launched: April 2017 Made with fresh salmon, turkey meat and a blend of oats, fresh vegetables and superfoods. Free from wheat gluten, to be easily digestible for dogs with sensitive stomachs. Natures Menu is a small family run business based in Norfolk with over 35 years’ experience in feeding raw; all of their products aim to tackle common dog health problems such as obesity, allergies and intolerances, and skin conditions. RRP £7.95 for 2kg trade@naturesmenu.co.uk
Pawsecco
Manufacturer: Woof & Brew Launched: March 2017 A still ‘wine’ for cats and dogs, designed to allow pet owners to ‘raise a glass’ with their pets. Grape-free, non-alcoholic and non-carbonated, Pawsecco is available in Pet-House White and Pet-House Rose. Taste-tested by dogs and cats, and made with 100% natural herbs such as nettle, elderflower, ginseng and lime flower. RRP £2.99 for 250ml trade@woofandbrew.com
Limited Edition Organic Grapefruit Shampoo Bar
Complete Mince Meal with Rabbit and Venison
Manufacturer: Cotswold Raw Launched: June 2017 Cotswold Raw is an independent, family run company, using British ingredients that are sourced as locally as possible. Complete Mince Meal is a raw food made from fresh raw meat and bones, seasonal fruit and vegetables, and natural minerals, designed to replicate a dog’s natural diet. RRP £5.95 for 1kg sales@cotswoldraw.com
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Manufacturer: Pointy Faces Launched: April 2017 Handmade using certified organic ingredients including coconut oil and aloe vera. All ingredients have been selected to leave a dog’s skin and coat healthy, gently cleansing so that the coat and skin are not stripped of important oils. The moisturising, soothing and hydrating aloe vera and coconut oil are made to take out the need to condition after shampooing. RRP £4.50 for 80g www.pointy faces.co.uk
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PRODUCTS GROOMING
LATEST PRODUCTS
GROOMING
Microfibre Cleaning Glove
Manufacturer: Henry Wag Launched: May 2017 Designed to allow owners to effectively remove water, mud and dirt from their dog’s coat and paws after a walk, ensuring that the owner’s car remains dry and clean and that pets are not exposed to potentially harmful mud-borne bacteria. Existing Henry Wag products been redesigned to feature the company’s new logo and colour scheme, and will be available from the end of June 2017. RRP £8.99 sales@3enterprise.co.uk
Mandarin & Lemongrass Fragrance Spray
Manufacturer: Mutneys Launched: March 2017 Developed by grooming salons for over 20 years, these alcohol-based sprays are long lasting and quick drying, and don’t leave a wet or sticky residue on the coat. The perfume is reactivated when the coat gets wet and has been known to last up to two weeks. Available in a range of scents, with just a couple of squirts required. RRP £6 sales@mutneys.com
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The CarPET
Manufacturer: GlosStock Launched: 2016 Designed to pick up pet hair around the house or in the car, this pet hair remover is a great environmentally friendly option as it requires no refills. Available in orange and pink, the CarPET takes a particular focus on the boutique market. RRP £5.95 sales@glosstock.com
Fox Sham-Poo!
Manufacturer: Johnson’s Veterinary Products Ltd Launched: March 2017 Fox Sham-Poo! contains a special deodorising ingredient that binds and eliminates bad odours, cleaning up pets and removing unpleasant smells and stains. It is pH-balanced and contains provitamin B5 to condition the coat, leaving a fresh fragrance. Suitable for all breeds of dogs and puppies over the age of eight weeks. RRP £3.79 for 200ml info@johnsons-vet.com
The Choca-Doodle 2-in-1 Conditioning Shampoo
Manufacturer: Groomers Ltd Launched: March 2017 Groomers Ltd claims that this is the first product range developed especially for poodle crossbreeds that require a bath and brush through. The range aims to manage poodle crossbreeds’ difficult coats easily, whatever the colour, length and condition. Available as a shampoo and spray, both with ‘Double Chocolate Delight’ fragrance. RRP £8.95 500ml sales@groomers-online.com
www.petcareretail.co.uk
06/06/2017 09:52
GROOMING PRODUCTS
True Colours
Manufacturer: Animology Launched: February 2017 A specially formulated shampoo designed to enhance the colour of a dog’s coat. Made in the UK, True Colours aims to provide a mild but deep cleaning action that removes dirt and odour, with ‘easy rinse’ technology to minimise washing time. RRP £5.50 sales@group55.co.uk
Omega Star
Manufacturer: Dorwest Launched: June 2016 A blend of nutritious oils to moisturise, calm and nourish the skin’s moisture barrier. It contains UK-grown cold-pressed flaxseed oil, blackcurrant seed oil and borage seed oil, providing high levels of omega 3 and 6 oils to regulate skin renewal, soothe sensitive skins and improve coat condition. RRP £21.90 trade@dorwest.com
Wooden Dog Brush with Handle
Manufacturer: Redecker Launched: January 2017 This wooden dog brush features a waxed beechwood handle and has two sides – one Tampico and union fibre and the other featuring metal pins. Measuring 23.5cm long, this brush is handcrafted and is a part of a range of modern and traditional brushes for pets and the home. RRP £9.95 info@oxfordbrushcompany.com
MaxWax
Miracle White and Bright
Manufacturer: Hownd Launched: June 2017 A colour-enhancing, conditioning shampoo, designed to be a natural alternative to chemical whitening and brightening products, Miracle White and Bright is formulated with botanical extracts and contains no bleaches or chemical dyes. The ingredients are derived from green tea extract, with a vegan alternative to keratin for moisture and conditioning. RRP £9 for 250ml trade@DogsLoveHownd.com
www.petcareretail.co.uk
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Manufacturer: Protex Paws Launched: March 2016 Recently repackaged into an easy-display clamshell pack, MaxWax is a 100% natural protective paw wax made with beeswax, lanolin and vitamin E. It creates a hydrophobic barrier to protect the paw area, and can be used all year round to promote paw health, moisturising dry and cracked pads. It also protects against pesticides, hot pavements and sand, as well as snow and ice buildup between the pads. RRP £11.99 60g info@collar ways.com
Pet Care Retail • Summer 2017
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PRODUCTS PEST CONTROL
LATEST PRODUCTS
PEST CONTROL A Flea Filling Fogger XL
Manufacturer: Strikeback Launched: April 2017 Fogger XL is the latest in Strikeback’s pest control range. Once activated, an insecticidal fog fills the room and kills fleas that come into contact with it, along with other pests such as ants, bed bugs, cockroaches, dust mites, flies and moths. RRP £15 sales@group55.co.uk
Natural Skin & Coat
Manufacturer: Proflax Launched: March 2017 Contains 60% omega 3 and active herbs, including wild nettle and sarsaparilla, to calm itching and reduce irritation for all types of canine skin complaints. Offered in a concentrated ready-to-feed supplement that is designed to be poured over food once a day. RRP £12.95 01803 473634
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fter one of the mildest springs on record, reports suggest that pests are set to invade homes this summer at a greater rate than in the past. Usually, a cold winter would help to keep insects away, but the recent warm weather has helped to create the ideal breeding conditions for insects. Those that would normally remain dormant until later in the year could potentially come out of hibernation early, seeking food and beginning the reproduction process. Similar conditions last year contributed to a spike in summer pests, and experts suggest that this year could see an even higher increase. Along with good hygiene habits, it’s important that owners take precautions to avoid infestations in their pets. Pet Care Retail has found the latest in pest control to help owners keep fleas and ticks at bay, along with some aftercare – just in case.
Vet’s Best Spot-On Flea Repellent Manufacturer: The Bramton Company Launched: May 2017 Formulated using plant-based extracts and ingredients to target fleas, ticks and mites, both on animals and in the home. Suitable for dogs over 12 weeks old, each pack contains six 1ml vials which do not contain any synthetic insecticides, each lasting for four to 12 weeks. RRP £6.99 slister@bramtonuk.com
TickPick
Manufacturer: Long Paws Launched: August 2016 Designed to remove ticks from humans and animals, fitting on a keyring for easy access. Slide the forked end underneath the tick’s body, trapping the head, and push forward to release the tick. Endorsed by the Worldwide Veterinary Service. RRP £3.75 info@longpaws.co.uk
Carpet Flea Guard Powder Plus
Manufacturer: Johnson’s Veterinary Products Launched: March 2017 Replacing Johnson’s previous Carpet Flea Guard, Powder Plus contains long-lasting permethrin insecticide and is approved under HSE regulations for use as directed on surfaces such as soft furnishings and pet bedding. Also kills ants, wasps, woodlice, cockroaches and other insect pests. RRP £5.49 info@johnsons-vet.com
www.petcareretail.co.uk
06/06/2017 09:49
a ul m al or Me lF t ra ec tu Ins Na ith W
The Future of Aquarium Fish Foods Uses cultured insect meal to recreate the natural insect based diet that most fish eat in the wild Environmentally friendly and sustainable – reduces the use of fish meal which is taken from the sea Insect meal is easily digested and processed by the fish resulting in less waste www.fishscience.co.uk For more information contact info@fishscience.co.uk
www.cotswoldraw.com
Feed raw for healthy working and active dogs A Cotswold RAW complete diet brings you all the health benefits of a fresh and natural raw diet, in the convenient form of traditional mince and easy to handle sausages.
Available in various ranges for every stage in your dog’s life. Choose from chicken, beef, lamb, turkey and beef with tripe.
@CotswoldRAW #CotswoldRAW
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To find out more and to order visit www.cotswoldraw.com or call 01386 426335
06/06/2017 12:26
MATCHMAKER BIRDS
MATCHMAKER NO
Helping you to help your customers. This month – choosing the right bird
YES
Experienced bird owner?
Happy to invest in a...
NO
Would they prefer an affectionate bird?
They want their bird to be...
NO
Big talker
YES
Big cage
Good for tricks
BLUE & GOLD MACAW CONURE
They want their bird to be...
Small parrots that can make affectionate pets if acquired young and hand-fed. Smart, they can be taught simple and complicated tricks. They require daily social interaction and are very active parrots that like to play, explore and chew. Lots of toys are recommended.
Good with children COCKATIEL
The largest of the parrots, some with a wingspan of 4ft, macaws can make the pet of a lifetime (literally: they live 60 plus years). Intelligent and sociable, they are not a pet for novice owners, rivalling a dog in their social needs. Very loud and need an extra large cage where they’re not left all day. Form very strong bonds with owners and make excellent companions.
A member of the cockatoo family, the smaller cockatiel can be as affectionate as its larger cousins but is far less emotionally demanding or cantankerous. With good handling, a young bird will become very tame and friendly. Sweet, relatively quiet voices.
Good for smaller homes BUDGERIGAR Colourful, sociable birds that are easy to look after. Can be kept alone but prefer the company of their own species. Need regular daily exercise outside their cage. Can learn to be proficient talkers.
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Would they prefer an affectionate bird?
YES
Companion for elderly CANARY Small and easy to care for, canaries are fun to watch and don’t require excessive attention. Only solitary males will sing, but happier in pairs. Ideal as a first bird or for beginner breeders as well. Can live for up to 10 years.
AFRICAN GREY PARROT The champion of talkers, this African native is known for its intelligence. Greys form strong bonds with owners and require a parrot-proof area outside their cage where they can play for several hours a day. Have been known to live for up to 80 years.
Bath
AMAZON PARROT Amazons are smart and among the better talkers. Love to clown around and be in the limelight, but can be noisy. Bathing is an important part of an Amazon’s feather health, and they need a large cage with plenty of toys. Lifespan 40 years.
Toys Beautiful to watch ZEBRA FINCH Easy to care for, these small birds are an excellent choice for new owners. They are active and fun to watch, and need a large cage for flight room. All finches are social and should be kept in pairs – keep only females to avoid breeding.
COCKATOO These large, crested birds are intelligent and personable. One of the most affectionate parrot species, craving petting from their owners, and can become depressed without enough attention. Will spend hours playing with (and destroying) toys. Very loud. Lifespan 50 years.
www.petcareretail.co.uk
07/06/2017 09:59
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