Connect with us

Best of the Best

At a New Jersey Store, There’s an App for That

Customers tap and connect to a New Jersey store.

mm

Published

on

ON ANY GIVEN DAY, a pet parent may want to:

  • Schedule a food and treats delivery
  • Ask a veterinarian about vaccines
  • Get advice from a dog trainer
  • Use digital coupons to save money
  • Find out about pet-friendly events

For customers of The Hungry Puppy in Farmingdale, NJ, there’s an app for that — and so much more.

THE IDEA

Tap & Connect

In 2015, store social-media and marketing director Joanie Hausleiter and buyer and office manager Tami Wolfe brought the idea of an app to owners Frank and Teresa Frattini.

“The goal was to create community and to give The Hungry Puppy customers another way to reach us,” Frank says.

App feature Bring Your Pup allows shoppers to earn $5 off for doing exactly that three times within a month.

Advertisement

“It celebrates and rewards the relationship they have with their pet,” he says. “And it shows that we’re happy they choose to be a part of our community.”

Users can submit questions to store veterinary and training staff through the app. They typically get a response same day, at most within 24 hours. An events calendar, photo albums, and links to social media and review sites also invite participation.

Specials and coupons, some exclusive to app users, are accessible, and customers who spend $75 on pet products can unlock the Scratch Card feature to win Pup Bucks for future savings and free services. I Need a Delivery requests a phone call from a team member who will take an order and schedule it for drop-off.

THE EXECUTION

Embrace the Template

The four settled on 23 features, some duplicates of The Hungry Puppy website functionality and others exclusive to the app. To keep development simple — and costs low, less than $2,000 — they used Swiftic, a DIY mobile app maker.

“The platform is very easy to use and customize. It didn’t take very long to launch,” Hausleiter says. “We did mostly everything guided by techs from the platform in the beginning. Now I do it all on my own.”

Advertisement

Annual upkeep expenses run around $500. Customers can download the app for free via Apple or Google Play.

THE RESULTS

Community Growth, Higher Sales 

More than 6,000 pet parents use The Hungry Puppy app, with Frank looking at Pup Bucks redeemed as the greatest indicator of its success as they are mainly awarded through it.

“Between $800 and $1,200 Pup Bucks come back each month,” he says, adding that the average sale has gone up by 10 percent since launch.

Hausleiter also sees great value in the app’s ability to send users notifications of sales and specials — text message marketing that actually gets read.

“Our push notifications have an almost 100 percent open rate,” she says.

Advertisement

Do It Yourself: Five Steps to a Pet Business App

  • Research DIY app builders. Hausleiter recommends looking for a highly customizable platform that offers detailed analytics on usage and users.
  • Brainstorm features with your entire staff — different generations have different needs when it comes to technology!
  • Once launched, promote the app through online and in-store promotions that offer a discount to those who download it.
  • Use push notifications to further connect with customers.
  • Regularly evolve the app and build marketing around popular features. Customers who earn Bring Your Pup rewards also get social media shout-outs, creating even more engagement.

 

Pamela Mitchell is the senior editor at PETS+. She works from her home office in Houston, TX, with Spot the senior Boston Terrier as her assistant.

Advertisement

FEATURED VIDEO

hhhvideo
PETS+ Live with Candace D'Agnolo

This North Carolina Pet Business Thrives by Creating Unforgettable Customer Experiences

Catch the replay of this PETS+ Live! webinar hosted by Candace D’Agnolo of Pet Boss Nation. This episode featured Wendy Megyese of Muttigans in Emerald Isle, NC. Learn about ways to combat the big boxes and online — the key is to give your customers an experience they can’t get anywhere else — and learn why the business was honored in the 2018 PETS+ America’s Coolest Stores contest.

Promoted Headlines

Best of the Best

Pet Sitter Offers In-Home Hospice Care to Dogs with Terminal Illnesses

In the final weeks of a pet’s life, they may have special needs.

mm

Published

on

IN THE FINAL WEEKS of a pet’s life, they may have special needs. Their people also may need help. Those living in Chicago, IL, can turn to the hospice services provided by Rover-Time Dog Walking & Pet Sitting.

THE IDEA

Assist with end-of-life care, provide support. Julia Rohan founded Rover-Time in 2012, and soon she met the dog who would inspire her to offer hospice services. Cujo the Pit Bull was an existing client when diagnosed with terminal cancer. His humans worked long hours.

“They were the first to ask if I could help in this way,” Rohan recalls. “They wanted to do right by their dog.”

She spent middays with Cujo, giving him meds, taking short walks and providing company.

“All of the things a pet parent would do for their dying cat or dog if they could stay home and away from their normal life.”

Rohan always handled Cujo with care.

“As they are dying, animals can get snippy. I read his body language and made sure not to overstep. We had peaceful visits that left him feeling content.”

They also gave Cujo’s family peace of mind.

Advertisement

“Many people fear coming home to a dead pet. Having someone there a good chunk of the afternoon helps them walk through the door at the end of a workday.”

Hospice became a permanent addition to Rover-Time’s services after Cujo passed.

Julia Rohan

THE EXECUTION

DIY and multitask. Clients in need of hospice services meet with Rohan to go over their situation and to customize care. She handles all of these assignments herself, as opposed to tasking one of Rover-Time’s 15 employees, for multiple reasons.

Busy with operations, Rohan misses the hands-on work.

Also, she says, “It’s a wonderful gift” to be able to support pets during this stage of their lives and their people.

Rohan can multitask during the visits as well. She typically spends several hours at a client’s home, the majority of time simply sitting with the dog or cat and working on her laptop.

“It’s not as labor-intensive as it might seem,” Rohan says, pointing out that client communication makes up the bulk of the work. “During that first conversation, I create a safe place for them to share what they need, how I can provide comfort to everyone, and then I ride those ups and downs with them until they make the difficult decision to help their pet cross over.”

Advertisement

Rover-Time hospice services cost $35 to $50 per hour, with a $25 new client fee if warranted.

THE RESULTS

Positive word of mouth, client retention. Rohan may see only four to five hospice clients a year, but the impact on her business is significant.

“I see the bigger picture. Walking with the customer through this process, building intimacy over time, saying goodbye. Showing that I care and that the loss impacts me creates a brand ambassador who speaks very highly of Rover-Time’s purpose and pride in what we do at all stages of a pet’s life.”

Clients often return to Rohan when they bring a new dog or cat into their home. Cujo’s owners now entrust Rover-Time with their their current pups, Lulu and Tator Tot.

Continue Reading

Best of the Best

Meet the Reptiles: A 2-Day Event Introduces Customers to New Types of Pets

It aims to change people’s misperceptions about reptiles.

mm

Published

on

REPTILES CALL 4.5 MILLION U.S. households home, according to the 2019-2020 American Pet Products Association National Pet Owners Survey. Feeders Supply aims to up that number with its annual Exotic Reptile Show and Tail.

THE IDEAEducate & Entertain

“Owning a reptile can seem intimidating. Many people have the perception that they are scary or can be challenging to care for,” Amanda Lambert, public relations and marketing strategist for the stores, says.

“Talking about these misperceptions spurred the idea to do an event with Exo Terra,” a brand Feeders Supply carries. “It would allow customers to see reptiles up close and ask questions.”

Advertisement

The first Exotic Reptile Show and Tail took place at the Louisville, KY, location in September 2018. It hosted again this year, with the Jeffersonville, IN, store also getting in on the fun.

THE EXECUTIONPlan, Partner & Promote

Lambert chose the two locations because they are 25 miles apart, and each has an event space. She asked Steve Sotelo, a reptile specialist with Exo Terra, to plan the program and bring a variety of species. Lambert posted event listings on social media and sent press releases to local newspapers and TV and radio stations.

The second annual Exotic Reptile Show and Tail took place on a Saturday in September in Louisville and on the following day in Jeffersonville. During the two hours, Sotelo introduced attendees to a ball python, Parson’s chameleon, blood-red bearded dragon, Malaysian horned frog and red-footed tortoise, among others. He talked about their origins, life cycle and care in captivity, and answered questions about them. Attendees could even hold certain reptiles.

Lambert and another corporate staffer were on hand to manage the event and hand out free Exo Terra backpacks and lanyards.

Advertisement

THE RESULTS Media Coverage, New Customers

Lambert and Sotelo appeared in a segment on the local ABC affiliate, which helped draw more than 75 people to the events.

“We were pleasantly surprised at how many parents brought their children,” she says, adding that families left with an interest in owning a reptile.

To give them time to discuss adopting a new pet, Feeders Supply ran its 50-percent-off reptiles sale with purchase of a terrarium kit for nine days at all of its locations.

The stores also gained new customers within the existing reptile community.

“A lot of people brought their own pets, ball pythons, several bearded dragons. Reptile people loved it. It was a chance for them to show off their scaly family member and for people not be freaked out,” Lambert says. “And it was a chance for us to provide an experience that can’t be had elsewhere, to let them know we carry reptiles and supplies and have knowledgeable, trained staff.”

Do It Yourself: 5 Steps to a Reptile Event

  • Partner with a brand that has an education program, so you can bring in species different than those customers can see anytime at your store. For example, Feeders Supply sells bearded dragons, geckos, turtles and other reptiles, but not snakes.
  • If you don’t have an event space, considering holding a reptile event off-site. Lambert suggests setting up chairs to keep attendees from getting too close to the presenter and pets before the designated touch time.
  • Promote to the media. They love critter stories!
  • Invite local reptile enthusiasts to attend and bring their pets.
  • Run any sales long enough to give attendees time to think about adding a reptile to their family. Follow up with sale details.

 

PHOTO GALLERY (5 Images)
{{gallery_holder}}

Continue Reading

Best of the Best

A Day Care That Offers Dogs Hikes and Swims in the Ocean

It’s adventure time!

mm

Published

on

CERTAIN DOGS DON’T do well in day care. Andrea Servadio, CEO and co-founder of Fitdog in Santa Monica, CA, explains: “They need more activity or different mental stimulation, or they get overwhelmed in larger play groups.”
Or all of the above. To give such pups the best possible care and a fun-filled outlet for their energy, Fitdog offers Adventure Classes.

THE IDEA

Fun-filled alternatives. Two types of classes are available: Canyon Hikes and Beach Excursions. Three hikes, 4 to 6 miles each, happen every weekday in the Santa Monica Mountains. Dogs get to explore the trail, stopping mid-hike for a break.
Fitdog offers one trip to Huntington Dog Beach every weekday.

Advertisement

“The dogs who know how to swim go out into the ocean,” Servadio says. “The ones not fond of the water stay in the shallow end, digging and playing fetch.”

Pups come from seven neighborhoods with pickup and drop-off included in the cost. Hikes are $40, and beach trips are $49. Staff-to-dog ratio runs one to six.

THE EXECUTION

Coordination and expertise. Pet parents whose dogs have met behavioral requirements can book Adventure Classes through the Fitdog app. Reservations go to the Sports Coordinator, who groups dogs geographically and by activity level, then chooses appropriate trails.

A Sports Leader picks up the pups between 8 and 10 a.m. in a company van. Servadio uses the fleet-management system Samsara to create efficient routes and to maximize safety, the latter as it monitors driver speed and phone usage. The system also gives location information.

“We can update pet parents in real time, ‘The van is only 15 minutes away,’“ Servadio explains.

Once at the destination, dogs approved for off-leash fun are given that freedom. Otherwise they stay on leash with the Sports Leader or assistant. Drop-offs happen between 1 and 3 p.m., with notes and photos from the day arriving soon after.

Sports Leader Scott Korchinski gets ready to lead pups on a canyon hike.

THE RESULTS

Happier dogs, more bookings. Adventure Classes give pups the opportunity to expend both physical and mental energy, and to socialize with a small group of dogs in a fun setting.

“Once people start incorporating these types of activities into their dog’s schedule, they become addicted because their dogs are a lot happier,” Servadio says. “By doing something a little bit different, mixing up their routine, it makes time in day care a lot better.”

The classes have grown to 18 percent of the overall Fitdog revenue since being introduced in 2015. In addition to having a positive impact on day care bookings, they also lead to training referrals.

Advertisement

“If a dog is pulling on a hike constantly or not responding to their name or reactive to other dogs on the trail, we recommend that the owner take some of our training classes. Approximately 25 percent of dogs in training classes were referred from Adventure Classes.”

Do It Yourself: 5 Steps to Adventure Classes

  • Survey dog-friendly recreational areas nearby and determine which are good fits for your business.
  • Draw up procedures, agreements and waivers that cover all aspects of travel and activities.
  • Purchase dog-friendly transportation and a fleet-management system.
  • Dedicate and train staff accordingly. Fitdog assistants spend two months with a leader and must pass a practical exam before they get promoted.
  • Create a supplies kit for classes that includes water bottles and a first aid kit, plus protective gear such as paw wax.

Continue Reading

Advertisement

Advertisement

Advertisement

Subscribe


BULLETINS

Get the most important news
and business ideas from PETS+.

Instagram

This error message is only visible to WordPress admins

Error: API requests are being delayed for this account. New posts will not be retrieved.

There may be an issue with the Instagram Access Token that you are using. Your server might also be unable to connect to Instagram at this time.

Error: No posts found.

Make sure this account has posts available on instagram.com.

Most Popular