Pet PR
A State of Independence A meeting of minds or a marriage of convenience? The relationship between independent brands and independent retailers is like any other — reinforced by the right mindset and a willingness to support the other. Marketing and PR Expert Alison Gallagher-Hughes looks into why and how this can be good for business.
Shelf space for independent brands can help your business thrive.
Alison Gallagher-Hughes Journalist and PR expert who owns Tillymint Communications, a marketing communications agency which specialises in a range of B2B and B2C industries, including the pet sector. Visit www.tillymint.co.uk or email info@tillymint.co.uk
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this trade is that a lot of manufacturers use independent retailers as a stepping-stone and then go off into the rest of the marketplace. And in many ways, that is not a bad thing, it can encourage demand — providing those independent retailers are protected on margin and maintain an advantage on price. Manufacturers must be careful about protecting their distribution channels, as nine times out of 10 an independent retailer will be going to a wholesaler and they should not be put to a disadvantage.” Considering stock flow and how quickly products are likely to fly out or stay on the shelf is another issue. Noone wants to see ‘dead’ stock collecting dust and this is particularly relevant when it comes to food items with expiration dates. There is a window for sale, and demand must meet investment.
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t’s best described as a symbiotic relationship. A mutually beneficial working arrangement between independent manufacturers and retailers which enables both to meet their business objectives and sales targets. For manufacturers, this means a defined route to market — that coveted premium shelf space, brand visibility, recognition, and advocacy. For retailers, the choice must seem endless and there’s a balance between stocking well-known grocery lines — the major brands that are seen in every supermarket — and lesser-known independents. As part of an industry that is continually innovating, extending customer choice and stocking brands that could provide you with differential is extremely appealing. It’s not just about what customers are buying now but also what they might buy in the future, thinking about emerging market segments (the growth of the Millennial pet owner, for example), trends, and behaviours will inform choice. Nigel Baker, CEO of the Pet Industry Federation, says: “The independent shop is all important because it’s the one place where a pet owner can go and talk about their pets, and get recommendations about products, which they will not get in any large superstores to the same degree. I think that’s quite important. If you want someone to talk to, who is knowledgeable and been in the marketplace for a long time, the independent shop is a great source of information. And as such, if your product is in store in an independent shop, and it’s been put on the shelf, chances are, they will understand that product and be able to recommend it, so that that relationship between the person going into the shop, the product on the shelf, and the independent retailer is really important, both for product recommendation, but also to get new products into the marketplace.” Ultimately, the bottom line for any business must be profit. And when entering into a new deal, retailers should ensure that there is a sufficient gross margin between wholesale and recommended retail prices to make products worth stocking. When dealing directly with manufacturers, review the fine detail before signing on the dotted line. Minimum order quantities and discounts need to be considered to allow your business to benefit from any brand growth or larger orders in the future. Nigel adds: “One of the issues that always happens in
Ultimately, the bottom line for any business must be profit.
Personal and professional relationships can be all important. Efficient and responsive customer service is essential for timely dispatch and replacement of damaged goods. Fostering a good relationship with a brand account manager is also worth its weight. They will have targets — and perhaps bonuses — to achieve. Sales is a competitive environment and those with responsibility for regions will be going head-to-head with others. Use these relationships to get added value from the brand — events, promotional merchandise, and early notice of new products in development, for example. Graeme Wilson, Director of Creature Comforts, Scotland’s leading independent pet retailer concurs with this approach. It stocks a range of independent brands including Acana, Anthos, Robbie’s Holistic Cuisine, Eden, and Canagan alongside its own food brand Forresters. “I think it’s really important to develop good working relationships in business,” he says. “We know that we can go back to any of our suppliers if anything is not right, just
phone them up if there are any problems, from a burst bag to a late delivery, and get it resolved.” “Many of our independent suppliers provide excellent support and we have developed a strong bond with them, receiving excellent customer service that has gone above and beyond. They actively try to support us and in turn, we will continue to support them.” Deborah Burrows is Managing Director of Healthy Pet Store, a bricks and mortar outlet in Totton, Southampton which also has a strong e-commerce offer. Edgard and Cooper, Little Big Paw, Carnilove and Forthglade are among the independent brands it stocks. She believes that independent retailers are best placed to support entrepreneurs and their growth to help them establish themselves in the market. “Independent brands often have a unique product which solves an immediate problem they have experienced personally, and which has yet to be copied or is overlooked by the larger retailers as being unviable for them to list. Being an independent retailer, we are more agile and can bring products on board quickly so we can work with them to support them with challenges they might face earlier on, such as packaging problems. As an independent retailer, we also love the personal story behind independent brands; something which is often lost in corporations,” says Deborah. From the manufacturers perspective, the pet sector provides a unique marketplace which enables advocacy, leading to informed buying decisions. Matthew Gerrard is Managing Director of Doodlebone, which launched in 2014 and is based in Oxfordshire. It produces a range of dog accessories from harnesses, collars, and leads to blankets, treats, and compostable poop bags. “There aren’t many sectors which aren’t dominated by big box multiples. You think of hardware for example, there used to be lots of little hardware stores on the high street which are no more,” he reflects. “But the pet industry still has that diversity, an independence of a trade which gives it life and gives it vibrancy. So, for service and the quality of offering that independents bring, they are very important to the trade and to us as a brand.” This unique proposition led to Matthew putting independent retailers at the heart of his marketing strategy.
www.petproductmarketing.co.uk
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