Pet Articles
How to compete with big pet stores
Author: Jeremy Gauthier
So you want to open a pet store of some type, but the giant Pet Smart is right down the street. Not to mention other big ones like a local PetCo and Pet Land are putting up a big fight. Hope is not lost; there are some good secrets, well guide lines to follow in order to compete with the big boys.
First thing is first, you need to decide what you want to sell. Is it going to be a general pet supply store or are you going for a particular niche? Going with a particular niche like dog clothing and accessories or gourmet treats will defiantly give you a big advantage. Most of the big boys are not going to specialize in any particular category and you will not have that much competition.
However, if you are opening a general pet supply store or similar you need to come up with some good reasons why people should buy from you. You need to think about what you can offer your customers that the big boys cannot. Most of the time it will be expert advice and customer service that makes your business stand out. But look for other things as well. I buy fish from one place, because the quality is good and the owner knows me by name. Be personable. Think about the last time you went into a Pet Smart and remember what you did not like about it.
People do not necessarily go for the cheapest anymore. Now that people are spending more and more money on their pets, they are looking for better things, quality products and expert advice. Just because Pet Smart sells dog food at the cheapest rate in town, does not mean I will buy from them. If a small pet store has proved its worth, I will continue to purchase items from them even if a particular product is cheaper else where. Keep this in mind.
For example, my in-laws own a dry cleaner business. There are four dry cleaner shops on the same road within a 2 square mile. Their shop charges almost double the price than their competition. Yet they are the busiest dry cleaner around. Why? First, they do the work themselves, so quality is a key factor. Next, the owner knows every customer by name, and always chats with them when they bring their cloths in. In fact, he recognizes the car pulling up, goes and grabs the right cloths and has it ready for them before they even walk into the door. Now that’s service. And last, they offer a pickup and drop-off service that no one else offers in the area, making them unique. This is why they can charge twice as much in their area.
Starting out will always be hard until you have built your customer base. So you have to be creative to crab those people before they go to Pet Smart or the likes. You need to get your name out there and advertise what is different about your store than the rest. Don’t advertise about great prices and wide selections. That means nothing to me. Do you have a pet, make him the mascot. Attend local pet events in town as a sponsor or rent a booth. Hold local contests of your own, maybe a dog beauty contest. Be creative and your name will (brand) will get out there.
A new company where I live sold dog clothing, gourmet dog treats and dog gifts for humans. Although they had an advantage over the big boys already by offering unique items, she had to contend with the four other local shops that sold the same thing. She went to every pet event in town, gave away dog treats, and had a spa day at the shop where she gave free washings. She got her name out there any way she could. Within a couple of months her name and business was thriving.
A little creativity will go a long way in business. Treating your customers as a long time friend will keep them returning and create loyalty. Offering expert advice can establish trust. And offering quality products and services will help your business grow.
