How to Succeed This Holiday Season

The past few years have been a retail roller coaster! Thank goodness we’re in the pet industry where we’ve been able to not only fair but succeed better than most industries! Going forward for the 2022 Holiday season, you may have to adjust your retail engagement in order to satisfy the state of the economy and Holiday shopping for 2022. Below are some tips to help you succeed in the 2022 Holiday Season! chatbox feature to your online presence and dedicate a staff member to be responsible for a timely response. This would include messages, dm’s emails, phone calls, and more. Making your team available for the needs of your clients wherever they find you is the key to amazing customer service!

Ecommerce for the Win

According to Adobe, internet sales will be up 2.5% between November 1st and December 31st. The rise in online shopping has catapulted internet sales 10 years ahead of normal projections due to the Pandemic. Many stores are afraid to make the online jump. Since most research is done on a handheld pocket supercomputer (smart phone) it’s important to get your store and inventory online. Even if you have not allo-

Amazing Customer Service

After years of remote work from home, job loss, and minimal travel… clients are hungry for the “human experience.” Adding additional customer service staff members and salespeople are quick ways to improve customer service for your clients. Ecommerce shopping has had huge increases in the past couple of years. In order to reach your eGroomer Journal Copyright © 2011 Find A Groomer Inc. All rights reservedonline clients; we recommend adding a 23

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cated capital and time for an online shopping experience, post as much information online about your service and retail offerings. This will let potential shoppers know where to get the products they’re searching. Services are Up

The last couple of years people shopped a great deal from home to fill their homes with items that kept them busy and brought them comfort. Now that we can exit our homes once again; we want to “experience” as many quality services as possible. In the pet industry this may mean adding themed photo experiences such as “photo with Santa” or “fill your own stocking.” Already established pet service businesses like pet grooming must find ways to add on to your existing services. In my past pet boutique and salon; we offered a premium “Puppy & Pinup '' experience where clients get glammed up, made up, and photographed pin up style with their pup (embarrassing photo attached.)

The price of entry also included complimentary cocktails, hair, and make-up by

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professionals. This was an “experience” with photos to last a lifetime. Many grooming salons add a monthly themed photo experience upsell for their freshly coiffed pup clients every time they complete their grooming appointment. Dedicating a photography corner with themed backgrounds, props, and costumes is not only a great way to upsell the “before & after” photos you’re already taking in your salon; these photos will up your social media game as well!

A freshly groomed pup in costume with a fun backdrop or “selfie-wall” will look far better than the typical “pup on a grooming table” photo that is prevalent on social media today. There are many ways you can add services and experiences. Have a meeting with your staff to come up with even more ideas.

The Early Sales Bird Gets the Worm

According to The National Retail Federation or (NRF) consumers will spend an average of $1050 this Holiday season with 40% of shoppers starting the last week of October. This means that putting your efforts into sales marketing slowly then ramping up closer to the Holidays could extend your Holiday sales even further. This is especially important this year because consumers are not banking on previously issued government checks to get them through the Holidays which means even less expendable income to spend in your store.

Deliver the Competition

Many small businesses can look much larger by offering competitive delivery strategies. Consumers are used to the free shipping model offered by Amazon and many other corporate online retailers.

Smaller businesses can offer a price matching policy or even set up delivery services for their clients. A smaller store can set up their own delivery system or employ one of the several delivery apps that have become prevalent with younger shoppers. Our younger, tech savvy shoppers have convenience in mind when shopping.

Allowing your clients to order ahead online for quick and convenient curbside pick up is another way you can make shopping in your store far more convenient. If you can list your retail

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items available on delivery apps such as DoorDash or Uber Eats then you can compete with big box stores by literally delivering the competition.

Online Marketing Must

Strategize your online marketing as early as possible. Many small businesses wear so many hats that having your Holiday marketing strategy completed as early as possible will allow a business to focus on more important things such as customer service and sales. Your online marketing should include social media posting, search engine optimization (SEO) newsletters, sales promos to name a few. Even location based marketing such as Radar can deliver a coupon for in store shoppers via a store app. Setting up a calendar and “scheduling” your marketing promos, ad copy, sales coupon graphics, and product photography will make your Holiday marketing snap so you can focus on sales, customer service, and your hard working staff.

Don’t Forget January Many businesses are so focused on Holiday sales they often forget how important it is to start the new year off on the right foot! The added Holiday traffic gives you an opportunity to share your business with new clients and offer them an “after Holiday” promotion. You can either offer an actual coupon pre-stuffed in their shopping bag, advertise an after Holiday sale or in store experience to get them back to your business after the Holidays when there is less marketing competition. January is a great time to run after Holi(Continued on page 27) 26 Copyright © 2013 Find A Groomer Inc. All rights reserved Subscribe www.egroomer.com PetGroomer.com Magazine www.petgroomermagazine.com Subscribe Free © 2022 Find A Groomer Inc All rights reserved

day promos especially with an elongated Holiday shopping season. Many consumers look forward to after holiday sales and have to shop stores to exchange or return Holiday gifts.

The added after holiday foot traffic is a great way to get rid of older inventory by running clearance sales. Whatever your after holiday strategy is; planning these promotions in advance is a great way to build loyalty with return customers.

Have a jolly Holiday season & happy pet retailing!

Leel Michelle

ABOUT THE AUTHOR An Entrepreneur in the Pet Industry since 2006; Leél Michelle previously owned an award winning brick & mortar pet boutique (1st Place "America's Coolest Store; Pets+ Magazine,) grooming salon, and pet bakery. Leel sold her grooming salon & boutique to former employee and "Pooch Perfect" semi-finalist; Gabriel Feitosa to scale her commercial dog bakery business. Dog Cake Bakery was created to provide the pet industry & pet parents a collection of premium, Instagrammable dog treats, and dog birthday cakes. Leél was inspired by her own pets to create brands that utilized her skills, creativity, and passion to build memorable businesses catering to pets, pet parents, & retailers nationwide. Leél enjoys giving back to the pet industry with trade show speaking engagements such as SuperZoo, Barkleigh Productions, and Global Pet Expo. Leél also consults with pet stores and grooming salons to improve their pet retail merchandising & grooming salon operations. Leél Michelle loves sharing her passion for animals in the pet industry and looks forward to sharing her passion with you! eGroomer Journal Copyright © 2011 Find A Groomer Inc. All rights reserved 27