by Nancy Hassel of American Pet Professionals

Over the past five weeks, I have been bringing my newly adopted puppy, Louie Blaze, to many different pet retail stores, big box stores, and mom & pop stores alike. The response has been the same: a very nice fuss over an adorable puppy. Some owners or employees took pictures of him – and asked basic questions, how old, what is his name, etc.  However, not one store owner or employee tried to capture me as a customer for life with my new puppy. Not one. No one offered information to me about puppy products or any puppy education whatsoever. (Ok, wait, there was one that offered to sell me a puppy coupon book, so there is that, but that was it). (And by capture, there are many ways: get my phone number, email address, or sign up for our loyalty program.)

Imagine being a new dog parent (or cat parent) and walking into a store with a new puppy, and not really knowing what products to buy, what gear to get, or anything else for that matter. As that new puppy owner, you are overwhelmed with information you’ve seen online, but you are just unsure what is right for your new pup. So you head to your local pet store in hopes of potentially learning more or getting help.

That’s where we come in as an industry. Helping that new puppy parent who just walked through your doors. And our industry as a whole needs to do better. I am sure there are places that do a great job, but I have yet to find where.

For me, some of the store or business owners knew me from my past dog Cody or know that I am in the pet industry. So I can understand if some of them didn’t think to offer advice or ask me if I needed help with product or puppy education-wise. Here’s the kicker, though, even though I am a well-informed pet parent, it’s been 21 years since I have had a puppy puppy. My last dog, Cody, was 11 months when I adopted him, so he was past a lot of the puppy stages and puppy needs.

But for the majority of places I went, not one owner or employee saw a new puppy parent and the potential for a long-time customer. Most places were courteous when we walked in. Some big box stores barely acknowledged the fact that a new puppy was now in their store, and the person was willing to spend.

Now, I am not expecting champagne and caviar while I shop, and I completely understand from a pet store owner’s perspective how hard it is to find employees that are exceptional, how much work it is to run a store, and so on. So this is not judgment, just sadness that pet businesses could tap in so quickly to that new puppy parent walking around their store. In the past year, speaking with many different pet retailers and hearing about how hard retail has been, hearing them worry about more brands doing D2C, online shopping, etc., it’s hard to wrap my mind around the fact that new pet parents are not a focus by store owners or employees, with the glaringly obvious new little puppy in tow with the customer.

My thought process goes to:

• How are you training your employees to help new puppy parents when they walk in?

• How are YOU, the business owner, making an impact for that overwhelmed puppy parent so that you are the go-to place?

• What steps are you taking to make sure they are coming back to your establishment for puppy services?

For example, in a store that had grooming in it, I was speaking with the groomer and said, “Little Louie does not really like to have his nails cut…” literally giving them the opportunity to sell me nail clipping services, give me tips with the proper tools to SELL to me, offer advice, ask would you like us to clip his nails now? NOTHING!

I am handing them the bait without the hook, and no bites. Yes, I understand focusing on a little adorable puppy makes our days better, but not turning that focus into help, education, and services right there on the spot does not help your business. In another store, the owner asked me what are you feeding him? I told him, “What the shelter was feeding him for now, but I am unsure of what I am going to feed him or transition him to.” This was in a pet food feeding store. NOTHING.

The owner could have said:

• Can I tell you more about our products?
• Would you like a few samples for Louie to try?
• This is what you could feed him since he is a puppy and he will need this amount daily.
• Here is a brochure about our feeding, in case you don’t remember what we chatted about in store. 

Then at a natural pet food store, there were 4 employees working, about 4-5 customers in the store, not bad because it is not a big store, and not one employee came over and asked me what I was feeding Louie. Was I interested in learning more about raw food or gently cooked food? Did I need HELP looking for anything?

NOTHING.

I did go there for a specific product, and ended up buying 3 products because I am already informed on what I needed for Louie. Four employees, they said he was cute, but not one made a difference in helping me, the new puppy owner. Not one.

The big box pet stores, aside from trying to sell me a puppy coupon book, none of them offered any help. In one store, they could barely look up from their phones. At another location, the employee was friendly, “cute puppy,” but not “Can I help you find anything for your new puppy?” Nothing. (This is not including one great employee who knows me as a regular there. She did mention their in-store training program. Aside from her, and multiple visits to different big box stores, not one offered any guidance.)

Some of these places could be resting on their laurels, already established, decent clientele, etc. But in this economy, and with all the competition out there, I don’t think that is a smart approach at all.

In speaking with a pet retailer after I made this LinkedIn post, we were discussing how he and his business partner approach new puppy parents, or new customers in general. I actually remember walking in their store with my dog. They did make a fuss over my sweet Cody, and asked if I needed help, but didn’t hover over me. I asked if they had certain products, may have suggested a few since the store was new, but they also made sure to sign me up as a customer so that I am in their system. They captured my email, phone number, dog’s name, took a picture of my dog, etc.

This was a couple of years ago, but I do remember they made an impression being a new store at the time and their dedication for excellence for their customers.

One store that knows me and knew my dog Cody, sent an electronic $50 gift certificate to shop at her store, when I asked a question in a local dog mom group on social media.  Boom. Her store was tagged the most, my question was “what is your favorite pet boutique.”  I am not expecting stores to do that, and you may not be either, but now I have a reason to go there sooner rather than later.  Yes, that store owner knows me, but it was a fantastic marketing way to get me in the store (and so she could meet Louie since they follow him on social). And you know that most people always spend more than the amount of a gift certificate.  (You saw where I said, her store was tagged the most, they go out of their way with customer service). 

Secret Shopping:

“Secret shopping” for me is not anything new. I have created educational sessions from experiences I have had over the years in pet retail stores, or lack of experiences, I should say. I have spoken about customer service, the art of the upsell, and so many other topics at both Global Pet Expo and SuperZoo on how to create better customer experiences so that customers become loyal to your pet store or facility.

And my secret shopping will always continue, not that I am actually secret shopping for anyone  (hey if you want to hire me to do so, contact me!), but I often see where the gaps are in pet businesses. I cannot help it.

With that said, I have worked retail and in pet retail, and have worked with a lot of pet retail stores over the years. And I am not saying all this to bash anyone or make store owners or employees feel bad, at all.

When I see lost revenue because of simple steps that were not taken by a store owner or employee to capture that new puppy owner, I think why? Why let them leave the store without actually creating a lasting impression so you have a new lifelong customer?

All the marketing and social media posts in the world are not going to save your pet business if you don’t have good customer service.

So I will continue visiting stores with Louie in the hopes of seeing some jump at the chance to see a new puppy walking in the door as the potential for a long-term customer. In the meantime, I have created a workbook that may help you or your employees capture that new puppy parent (or newly adopted adult dog) as regular customers. Grab your copy here.

Puppy/Dog Edu Classes?

One last thing. I also did a quick search to see if there were any puppy education or new pet parent education classes offered locally to me, and could not find anything. (I am not talking about puppy kindergarten or training classes). I know a local animal rescue hosts classes from time to time, which is a good service. But I think businesses that are not doing this are losing out on becoming that pet community hub, and creating new customers at the same time.

Years ago, I created and hosted responsible dog ownership classes, and wanted that to be a place where dog parents could come to for information, education, and guidance. Not just by myself, but we had fantastic dog trainers and veterinarians in our class to answer questions. This was not just to educate pet parents, but also to help dogs from being relinquished to animal shelters due to a lack of education.

Right now, our shelters are so inundated with pets that I think that the lack of businesses really making the effort to have community education for new pet parents is a missed opportunity for both the pets and the people who love them.

Yes, there are apps, blogs, videos, etc. that pet parents can learn from, but being able to go in person to your facility makes an impact for the pet parent, your bottom line, and a better community overall with more educated pet parents.

That course that I taught is now available for pet businesses who want to learn how to host the classes, similar classes, help educate dog parents, gain media attention, and build customer loyalty.  Click here to learn more about our step-by-step on-demand webinar. 

I would also love to hear from store owners if you make sure you and your employees are gaining those new customers and providing excellent customer service.  Drop me a line and let me know!