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The secret to retaining staff, as told by longtime employees and their bosses.

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What makes an employee stay with a pet business? We asked those who have been in their current jobs for more than four years — the national median tenure for retail and service workers is three — this very question. Not a single one mentioned pay or benefits. Loving pets and feeling valued were common reasons, as were working in a fun, family-like atmosphere and having a flexible schedule. Their employers chimed in with what traits these longtime employees have and shared which management efforts help keep them productive and happy. We hope you find inspiration and advice in their stories.

CLARE FLEISCHER

TEAM MEMBER, SAFETY MANAGER | AUGGIE’S DOGGIES PET SUPPLIES, FORT LAUDERDALE, FL

5 YEARS


Owner Audree Berg shares what she appreciates about Fleischer, “Her can-do spirit and ability to juggle several things at once. She’s incredibly personal and helpful to both staff and customers, and is a wonderful brand ambassador.”

WHY SHE STAYS: “I love to come to work because I love the peanut butter-filled pretzels. [Laugh] I like the interaction with the customers. I like the people.” — Clare Fleischer

HOW THEY KEEP HER: “Auggie’s Pet Supplies stays involved in the community, which makes this a fun environment. We provide generous pay. We do a lot of training, and we hire team members who will be supportive of each other. We also provide snacks to our staff.” — Audree Berg

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RETENTION TIP: Berg says, “As an owner, it’s important to show my team that I work hard. I would never ask them to do something I haven’t done or wouldn’t do. I’m not afraid to roll up my sleeves and get dirty. I also give each member a different responsibility, and we have regular meetings to share ideas, learn about new products, and talk about what we can do to improve the Auggie’s experience for both staff and customers.”

 

QUINNELL FLANAGAN

OPERATIONS ASSISTANT | NATURE’S PET MARKET, SHERWOOD & WILSONVILLE, OR

6 YEARS


“I love her integrity, and her ability to work long hours with physical limitations,” owner Jennifer Flanagan says of her daughter, who lives and works with muscular dystrophy and spina bifida with tethered cord syndrome.

WHY SHE STAYS: “I feel such passion for the holistic pet world. I love giving my knowledge to people and helping them get the best food, toys, treats, supplies and service. Doing something I’m passionate about while also working for and supporting my family business gives me the best feeling. I love pets, our customers and my job!” — Quinell Flanagan

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HOW THEY KEEP HER: “I think we are awesome to work for because we create a healthy, comical workplace, and give bonuses based on performance. Quinnell is paid well above minimum wage for her work. She is a rock star!” — Jennifer Flanagan

RETENTION TIP: Jennifer says, “Keep an open door. Being transparent builds trust. I find that having conversations with employees about personal needs is important. Their personal life will affect their performance, so a gift card for gas or groceries is always appreciated. I take team members out to lunch or dinner as well. I love my people!”

 

DEAN ANDRESS

LEAD CUSTOMER SERVICE REP, DOG TRAINER | DOGS PAW, PARK RAPIDS, MN

10 YEARS


“I love his dependability. I know he will always show up and give his most positive attitude,” owner Deana Deitchler says.

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WHY HE STAYS: “Without a doubt, my daily motivation is fueled by a deep-seated passion for the dogs themselves. Despite the inevitable challenges, when you love your work, there’s NEVER a bad day. I’m truly blessed to be where I am, and do what I do.” — Dean Andress

HOW THEY KEEP HIM: “I value his opinion, and I listen to his recommendations and suggestions. When I implement changes based on his input, I give him HUGE credit. He is very motivated, and I acknowledge him with extra bonuses and verbal thanks.” — Deana Deitchler

RETENTION TIP: Deitchler says, “Have detailed job descriptions, detailed daily work duty expectations. Don’t leave anything unwritten. Train and retrain. Be professional and transparent. Don’t hire or keep people that don’t share your company’s values. Keep learning — knowledge is power. Learn and teach daily.”

 

GENIA DAVIS

STORE MANAGER | PITTSBORO PET SUPPLY, PITTSBORO, NC

5 YEARS


“Genia is loyal, patient and loves everything that I hate doing. She’s the queen of paperwork, receiving product, keeping customers happy, and is a doorkeeper of all the staff drama,” owner Kara Holland says.

WHY SHE STAYS: “I love a family-owned business because everyone feels like part of the family. I love knowing the customers by name and seeing how happy they get when we remember their pet’s name and what they feed.” — Genia Davis

HOW THEY KEEP HER: “Genia started out with us as a young high school kid.” After high school, “we offered her more hours, so she quit her other jobs and has stuck with us since. Her daily tasks are perfect for her personality, so she enjoys coming into work. We have increased her pay and benefits, but we treat her like family. She’s always invited to holiday dinners and has been to many of our major family events.” — Kara Holland

RETENTION TIP: Holland says, “Treat your staff members like family. Be interested in their personal lives and give them opportunities to do things they wouldn’t get to do in other careers. Take them with you to buying shows and make mini vacations out of them. Pick up coffee for them just because it’s Wednesday morning. Listen more than you talk and give them space when needed.”

 

MELQUIN HIDALGO

GROOMING MANAGER & TRAINER | BELLY RUBS N SUDS, ASHBURN, VA

7 YEARS


“Melquin is a true team player,” owner Teresa Hogge says. “He feels as invested in the success of all the other team members and company as I do.”

WHY HE STAYS: “I love dogs and enjoy working with them, most importantly. Plus, we have a great team that makes work so much fun.” — Melquin Hidalgo

HOW THEY KEEP HIM: “We compensate fairly and offer paid time off as well as regular bonuses. We try to buy lunch or breakfast several times a month, and ensure that each person has the tools they need to do their job. My biggest ‘must do’ is encouraging work/life balance. I encourage all of our team members to find family events, celebrations or just fun things to do and put in for time off to enjoy those special memories. I do not let someone go several months without asking them if they have anything fun planned in the near future.” — Teresa Hogge

RETENTION TIP: Hogge says, “Your team is doing great things in the name of your company each day. Recognize them and thank them for a job well done in front of their peers. A “Thank you!” or “Great job!” goes a very long way in morale. And if there is something that is a concern, that is to be discussed in private. Never embarrass a team member in front of other team members or clients.”

 

DEBORAH “DJ” GOODELL

THE EXPERT | FIREHOUSE PET SHOP, WENATCHEE WA

4 YEARS

“DJ has vast expertise, and her professional attitude brings an amazing level of credibility to the store,” owner Jennifer Larsen says. “She worked in animal control for the cities of Seattle, Edmonds and Bremerton for many years. She is a trained vet tech, and was the product manager for a world class dog publishing company.”

WHY SHE STAYS: She enjoys tremendously what she does and the people she works with; they have become like her family. She feels like her opinion matters and she is valued, Larsen says.

HOW THEY KEEP HER: Like with all of their employees, Larsen says they listen with respect and let her be part of the decision making, and they have fun with her.

 

AMANDA MARK

STORE MANAGER | ALL PET SUPPLIES, SPRINGFIELD, MO

17 YEARS

“I know that she will always make the right decision. I don’t have to micromanage her, and I completely trust her. She is dedicated, honest and hard working,” general manager Jan Guin says.

WHY SHE STAYS: “I appreciate working for people, not just a company, and I enjoy the store and its customers. I appreciate that I make a good wage and don’t have to travel or work 60-plus-hour weeks to earn it.” — Amanda Mark

HOW THEY KEEP HER: “She does get full benefits and generous pay, but more importantly, our company has very little turnover. We all feel like family. I have been here 29 years and started the pet products in our distribution company as well as manage these two stores. I value Amanda’s input in how to make our business better.” — Jan Guin

 

JAMIE STEGLE

LEAD SALES ASSOCIATE | DOG KRAZY, RICHMOND, VA

4 YEARS

Owner Nancy Guinn shares why she highly values Stegle, “Her passion. Jamie loves the company, she loves all the customers and their humans, and she wants to learn as much as possible to help make the lives of our customer’s pets better. I can go home and know that Jamie is going to treat my customers as well as I would treat them if not better. She and I fight over dogs all the time. For the record, they love me more than they love her!”

WHY SHE STAYS: “I gained a family, and I get great satisfaction in being in a place where I can make a difference in a dog’s life. My bosses’ passion is so inspiring.” — Jamie Stegle

HOW THEY KEEP HER: “Jamie found out her dog has cancer, and promised her a house with a yard while she was alive. So we found the perfect house,” Guinn says of the property she and her husband, Chris, bought to be a rental for Stegle. “She’s not just an employee, she’s family.”

Guinn adds, “We treat our employees as we would like to be treated. We try to make all our stores a fun place to work where they know their input means something. We provide a family atmosphere. We are there for our employees, and they are there for us. We do provide benefits for our full-time employees, and we have an hourly wage as well as a bonus structure. We have monthly training sessions and monthly competitions, where the winning store gets a store outing or team-building event.

RETENTION TIP: Guinn says, “Lead by example. Don’t assume that you know everything. Listen to your employees. They hear and see everything, and can give you valuable advice.”

 

KAREN HOWARD

TEAM MEMBER | COOL DOG GEAR, ROSLYN, PA

5 YEARS

“Karen steps up to the plate every time we ask,” owner Sue Hepner says of the retiree turned part-time employee. “Her life experiences have proven to be invaluable. Karen has great insight as it pertains to people and does all of our application reviews and initial interviews. Karen also is an indispensable member of our community outreach and event activities. Her energy and personality are off the charts. It’s amazing how she remembers customers from previous years who shop our events. She creates a special bond with the customers, as if they have been lifelong friends — offering outstanding customer service and product suggestions. Karen also spearheads our yearly inventory. She then compiles all the data, making it ready to hand straight to the accountant.”

WHY SHE STAYS: “They allow me to work a schedule that accommodates my lifestyle. As people and managers, Sue and Paula [Jaffe] are compassionate, good people with a passion for the business concept they have developed. They have built a work atmosphere that shows appreciation and respect for their employees, which encourages a dedication to them and their business.” — Karen Howard

HOW THEY KEEP HER: “We are a small business and offer no benefits, and the pay is average. We do, however, work around our life schedules. Just put it on the calendar, and we’ll make it work. Want to spend the week with the grandkids? No problem. Spending the winter in Florida? OK. When will you be home? Taking a vacation for two weeks? Have fun! We are a retired person’s dream job. A little extra pocket change and still able to enjoy life. It pays to be flexible.” — Sue Hepner

RETENTION TIP: Hepner says, “Be a good human being. Value your employees and their knowledge, and teach them new skills. Allow the employee to be creative. Ask for their opinion or suggestions, and work with them. Have the employee develop special events and give them ownership of the activity from start to finish. Be kind.”

 

CAROL HOLEY

STORE MANAGER | PADDYWACK, MILL CREEK, WA

4 YEARS

“Carol is a great person who really cares about others — fellow staff, customers and the pets we serve,” owner Shane Somerville says. “She is truly dedicated to providing a wonderful, happy environment for everyone, while still keeping employees on task and coaching them through the tough situations or in areas where they can grow.”

WHY SHE STAYS: “Coming to work is no longer just a job. When you work with people you consider family, have customers you consider friends and get to love on pets all day, all while making an income, you realize there aren’t many who have it better. I’m lucky to call Paddywack my job.” — Carol Holey

HOW THEY KEEP HER: “We even sold her our old car for next to nothing when we got a new one because she needed a more reliable vehicle — and then we just ended up telling her to not worry about payments and enjoy it as a bonus.” — Shane Somerville

Somerville adds, “I like to think our employees stay with us because they know that we truly care about them. We believe in offering fair pay, quality health insurance, a really good employee discount (5 percent over wholesale) and a set schedule, and we also do ‘little things’ like paid lunches, free food and products, quarterly stipends, etc. But more than that, we value them as people and friends, and want to make sure that they get a good work/life balance, and know that their feelings and opinions are valued.”

RETENTION TIP: Somerville says, “Empower them to have a voice, to have a stake in what you do and how you do it, and they will become more invested in the success of your business!”

 

JULIE McMULLEN

GENERAL MANAGER | BUBBLY PAWS, TWIN CITIES, MN

5 YEARS

“Julie goes above and beyond every day,” owner Keith Miller says. “We never worry about things not getting completed on time or the stores not running smoothly. She completely understands her role. Her work ethic is something I wish we could clone, and when there is an issue, customer or employee, she knows how my wife and I would want her to respond.”

WHY SHE STAYS: “The value that is placed on me. I am typically involved in business decisions, which makes me feel like a true part of the company. My role feels as one that makes a difference in the company, and because of that, I take pride in my work.” — Julie McMullen

HOW THEY KEEP HER: “We don’t micromanage. She does get paid pretty well with a bonus structure, and we have benefits (health, dental, 401K, paid time off), but honestly, I don’t think that is the reason she has stuck around. I think it’s because she really likes it, likes us and just enjoys doing a great job.” — Keith Miller

RETENTION TIP: Miller says, “One you find a great employee, work hard to keep them, but don’t go crazy. The minute you start going over the top is when they start expecting more. Sometimes small gestures go further. A few weeks ago, we were going through some staffing issues, and Julie was working a ton of extra hours and we could tell she was getting stressed. So we send her a Target gift card with a little note thanking her for her hard work. We don’t do it all the time, but know that little things like this can go a long way.”

 

MOLLY SURIYA

TEAM MEMBER | FETCH RI, RICHMOND, RI

5 YEARS

“Molly prefers to be looked upon as an equal to the rest of the staff, even though she fills many managerial roles,” owner Johnna Devereaux says of her title. “She is a genuine person with phenomenal customer service skills. She possesses the ability to diffuse difficult situations quickly and is an asset to our team.”

WHY SHE STAYS: “I love the things we do that help the animals that visit us, whether it’s fitting a new harness so they can have a more pleasurable walk or bigger issues like helping an animal that has been ill and improving their quality of life. I get to work with great people, and every day is filled with something new I can learn. I appreciate that I am utilized in a role customized to my abilities and my comfort level, and that I can laugh every day while meeting cute dogs and cats.” — Molly Suriya

HOW THEY KEEP HER: “I value my employees and always make sure they know I appreciate them. Sometimes this manifests by verbal acknowledgement or by an impromptu pizza party, where as other times it’s a free gift for their dog or cat. I also empower my employees by educating them. This goes beyond the scope of products we carry and extends to skills they will be able to use in their future. I encourage laughter and camaraderie. We are a team, and every employee is an integral part of the experience of shopping at our store. They all matter, all have a voice and are all listened to.” — Johnna Devereaux

RETENTION TIP: Devereaux says, “Make employees feel like they are part of the team, implement their suggestions when you can and be grateful to those who care about your business enough to still be there with you.”

 

NICOLAS SANTIBANEZ

PURRRFECT BARK | COLUMBUS, NC

In his 15 years at family businesses Little Mountain Farm Supply then Purrrfect Bark, operations manager Nicolas Santibanez has never taken a sick day. That’s impressive!

WHY HE STAYS: He enjoys helping customers and operating the forklift. Owner Eric Mack adds, “His boss, my mom, Laura, is very good to him. She’s always done right by him, and he appreciates that.”

HOW THEY KEEP HIM: “He’s paid well, two to three weeks off a year, paid, and we give him free food for his pets.” — Eric Mack

RETENTION TIP: Mack says, “Keep them involved in decisions, at least take their opinion and thoughts. Throw them a birthday party sometime. Take ’em out to dinner every now and again. Be nice and respectful to them, as well. Even when you need to lay down the rules, do it the right way.”

 

6 More Ways to Retain Employees

Here are tips to keep staff happy from six business owners with staff whose tenure ranges from 4 to 17 years. Read more about those longtime staff members — and how their bosses keep them coming in with a smile every day.

RESPECT OPINIONS: “Keep them involved in decisions, at least take their opinion and thoughts. Throw them a birthday party sometime. Take ’em out to dinner every now and again. Be nice and respectful to them, as well. Even when you need to lay down the rules, do it the right way.” Eric Mack, Purrrfect Bark, Columbus, NC

SET EXAMPLES: “Lead by example. Don’t assume that you know everything. Listen to your employees. They hear and see everything, and can give you valuable advice.” Nancy Guinn, Dog Krazy, Richmond, VA

ALLOW CREATIVITY: “Be a good human being. Value your employees and their knowledge, and teach them new skills. Allow the employee to be creative. Ask for their opinion or suggestions, and work with them. Have the employee develop special events and give them ownership of the activity from start to finish. Be kind.” Sue Hepner, Cool Dog Gear, Roslyn, PA

EMPOWER: “Empower them to have a voice, to have a stake in what you do and how you do it, and they will become more invested in the success of your business!” Shane Somerville, Paddywack, Mill Creek, WA

DO LITTLE THINGS: “One you find a great employee, work hard to keep them, but don’t go crazy. The minute you start going over the top is when they start expecting more. Sometimes small gestures go further. A few weeks ago, [an employee] was working a ton of extra hours and we could tell she was getting stressed. So we send her a Target gift card with a little note thanking her for her hard work. We don’t do it all the time, but know that little things like this can go a long way.” Keith Miller, Bubbly Paws, Twin Cities, MN

BE GRATEFUL: “Make employees feel like they are part of the team, implement their suggestions when you can and be grateful to those who care about your business enough to still be there with you!” Johnna Devereaux, Fetch RI, Richmond, RI

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Cover Stories

The Customer Is Not Always Right

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Bottom line: The customer is not always right. And in addition to being wrong, customers also can be unreasonable, unethical or outright offensive — with some checking multiple boxes. We asked you to share stories of when a customer was wrong at your pet business. In some cases, you offered a refund or return even when not warranted to save your sanity and time. In others, you held fast to protect your profits and team. No matter the outcome, you all made it clear that a blanket “The customer is always right” policy does not apply to indies and certainly not in 2019. Take that, coiner of the phrase, Harry Gordon Selfridge!

LIKE THE PUP. THE PET PARENT? NOT SO MUCH

We had a client with a dog who was fearful and extremely matted for grooming. We used every technique to get out the mats and not hurt the dog or stress her further. Didn’t work. We had to shave her short but fluffy. We did ask Mom first. However, Mom saw the dog on camera playing in the yard and came in pre-angry. In short, I explained it was a case of humanity over vanity, but she was still angry. Said she would never groom with us again. My response: “Please feel free to do whatever you feel is best for you and your pup. My main concern is the happiness of your dog.” She has brought her dog back three times, but I will only let her board or day care. It would be nice if she never came back, but we do like the pup. — Hope Garlick, Little Paws of Hope, Westbury, NY

SMH

A customer returned half a bottle of flea spray, saying it made his dog throw up after he sprayed him in the face. — Ron Keller, Captivating Canines, Westerville, OH

NO SHAME IN THIS CUSTOMER’S GAME

Years ago, we had a customer who bought a small bag of dog food and brought back the bag about two-thirds empty within 10 days or so, saying the dog wouldn’t eat the food. After the fourth or fifth time, we refused to accept the bag. She claimed the manufacturer stated on the bag: “If not satisfied, return bag to store where purchased for a refund or another bag of food.” She said she was going to call the company. And she did.

About a week later, she came into the store with a coupon for a free bag of food from the manufacturer. I honored the coupon and called the manufacturer. I found out the customer told the company I flat out refused to take back the bag of food, but never said anything about the numerous other returned bags. I did have a very nice conversation with the manufacturer to set things straight.

Wouldn’t you know, that customer came back trying to return the bag of food again. I had a talk with her and told her it appeared there was no way we could satisfy her or her dog and it was best if she didn’t shop in the store anymore. As she was leaving, she said she was going to tell all her friends not to shop at the store. I said, “Thank you.” We’ve since changed return policies. — Nancy Okun, Cats N Dogs, Port Charlotte, FL

OR THIS ONE’S

Just recently, a customer received a free bag and argued with my staff because she wanted a bag that was not the one redeemed. She called us names and made a scene, even left and returned to yell at us again. I called the police. I can’t fix crazy! — Jennifer Flanagan, Nature’s Pet Market Sherwood, Sherwood, OR

IT CAME FROM A PET BOUTIQUE

A client recently ordered a dog birthday cake. After the weekend was over, she called complaining that she ordered this cake for her pet and human guests, and the human guests did not appreciate it. It was shaped like a dog bone. After repeatedly trying to reason with her as to why a dog cake is not the same as a human cake, I just refunded her money. Sometimes the refund is worth the valuable time I would have to spend on stupidity. Leel Michelle, Bow Wow Beauty Shoppe, San Diego, CA

TAKE YOUR RACISM ELSEWHERE

It amazes me over the years that people are still racist and very unkind. One pet owner was picking up her Poodle at our grooming salon from one of our fantastic groomers, who was both Hispanic and African American. She said she wasn’t comfortable with that particular staff member working on her dog … even though the fur of the dog was similar to the groomer’s hair (!) so she should be familiar with how to groom it. Needless to say, I was floored. Her Standard Poodle was black. I asked her if she thought it would be fair, reasonable or kind if I told her and all owners of black dogs that they were not allowed in my building or that we weren’t comfortable working on them, just because of their fur color. She threw money at me and walked out. So, I guess I made my point. — Krista Lofquist, Wagging Tails, Wolcott, CT

WHAT DOES DCM STAND FOR AGAIN?

This didn’t happen to me, but a vendor rep told me he was in a store shortly after the FDA’s list of foods [named in reported dilated cardiomyopathy cases] was released. A customer came in to return the dog food she bought. She was angry that the store would sell her a food with DCM in it. (Eyes roll.) — Keefer Dickerson, Nashville Pet Products, Nashville, TN

FLEAS COST EXTRA

We had a client who had two Westies. The first time she came in to get them groomed, we called her within 15 minutes to let her know that her dogs had fleas and would be getting a flea bath. About a month later, she came in again, same thing. This time she did not believe us and wanted proof, to send her photos. She said we must put fleas on dogs to get the extra fee, and she was not paying. We told her that is our policy, and when she came to pick up, she paid and pushed everything off our counter onto the floor and told us we were scamming her, and she would never be back. Bye! — Jessica Cooke, Yuppy Puppy, O’Fallon, MO

CHECK YOUR CALL LOG BEFORE YELPING

I scored a negative Yelp review from a customer who said we don’t answer our phones. She called at noon on a Sunday of a three-day holiday weekend. We were closed the entire weekend. The last time she called, we returned her voicemail eight minutes later. I looked at her other Yelp reviews and saw she had left a similar complaint at another dog day care and at an animal shelter on the same day! So I replied publicly to her Yelp review, pointing this out. She deleted the Yelp reviews on all three businesses and sheepishly apologized to the other dog day-care owner (never to me). Will I see her again? I doubt it! — Katherine Ostiguy, Crossbones, Providence, RI

HE WOULD NEVER!

We had a customer return a Kong, saying it was defective because it had “fallen apart at the seams.” Upon inspection, it was clear that it had been chewed up. When I pointed this out, she was adamant that her 4-month-old puppy was a good boy and would never destroy anything because he knew it would hurt her feelings. Normally, we have a very liberal return policy, but this was one time I could not bring myself to accept the product back. Did it cost me a customer? No doubt. But is she someone I wanted to keep as a customer? Not really because I knew she would be an ongoing issue. Unlike her perfect puppy, I was willing to risk hurting her feelings. — Wendy Megyese, Muttigans, Emerald Isle, NC

STALKING? REALLY?

We had a customer come in right at closing time. My person in charge and clerk both asked if she needed help with anything as we were closing up, and she said no and kept shopping. She ended up angry that she felt rushed and claimed they were stalking her. The customer ended up yelling at our staff member and threatening a lawsuit. We politely disagreed with how it went down, and it never went anywhere. Just quietly went away. We were shocked it never went to a bad review, or anything, but we were glad. — Jennifer Larsen, Firehouse Pet Shop, Wenatchee, WA

MAYBE DON’T LEAVE THE HARNESS ON?

I had a customer who purchased a 2 Hounds Design Freedom Harness. His son left the harness on the dog, and the dog chewed it. The customer came back to my store with the chewed harness and asked what I could do for him. I told him about their repair warranty. He said he needed it right away, so I agreed to give him a courtesy discount on another harness, with the thought he would send the other one back to 2 Hounds Design for repairs. Or at least take it to the local shoemaker for repairs.

The customer came back a month or so later with another chewed harness. This time, he wanted me to take the harness back and give him a new one for free. When I told him no and offered him another courtesy discount, he flipped out, cussing and fussing as loud as he could. I didn’t have to say anything else because several customers came to my rescue and put the guy in his place. I’m not sorry to lose that guy’s business! — Sue Hepner, Cool Dog Gear, Roslyn, PA

LESSON LEARNED

We had a customer tell us that we told them a toy was guaranteed when it was not. They, of course, came in at the busiest time of day and made a stink, raising their voice and trying to make us look bad. Even when the customer is wrong, you still have to think that maybe, just maybe, something was interpreted incorrectly or misunderstood. I ended up taking the toy and replacing it with a toy by the same maker that wasn’t a big mover, and she walked out satisfied. The lesson learned from this was that my staff and I need to be very clear with our words and to make certain customers understand what we are saying. So we have used this situation to practice how we speak about various products. — Johnna Devereaux, Fetch RI, Richmond, RI

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Cover Stories

Big-Box Busters

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PetSmart. Petco. Target. Sam’s Club. Walmart. Costco. Heck, let’s even throw Bed Bath & Beyond, Marshalls, HomeGoods, TJ Maxx and grocery store chains into the mix of big-box stores that compete for pet parents’ dollars.

But as you prove on a daily basis, bigger does not always mean better. As small-business owners, you offer more personalized customer service, including a deeper knowledge of the pet products and services you sell. You are invested in your communities. And you quickly adapt in an ever-changing industry.

All of this allows you to stay competitive.

But if you are having trouble in this area, or you want to find different ways to beat big-box stores, we invite you to find inspiration from your fellow indies.

EMBRACE BEING SMALL

1 Bark on Mulford in Rockford, IL, measures just under 1,000 square feet, and that suits Kaye Busse-Kleber just fine. The size of the store keeps customers where she can see them — and they can see her.

With that in mind, Busse-Kleber shares the story a pet parent told her about shopping at a big-box store.

“She was at [a big-box pet retailer] looking for a collar, had to track down an employee to ask the price. He had no idea and asked what section it came from. She had to show him, and then he told her the price, but said it looked used. She put it back and came to see us.”

Customers never have to search for Busse-Kleber or a member of her team. Nor do they feel like they are not valued.

“We have a smaller selection of collars, but she came in telling me about the lack of customer service and that her experience with them ‘not caring if they sold something’ would keep her from going back.”

Limiting staff to just herself and two part-timers allows for a personal connection also not found at big-box stores.

“I can guarantee, that employee didn’t ask about her dogs. The customer has only been in my store twice, and I already know she has two dogs: a Rat Terrier named Theodore and a Jack Russell Terrier named Angel.”

Another way Busse-Kleber touts the benefits of shopping small are by bragging about unique items on social media with the hashtag #YouCantFindThisAtTarget.

Toni Shelaske of Healthy Pet Products in Pittsburgh, PA, also uses her store’s small size as a selling point.

“We convey it in as much of our advertising and social media as possible. Small Business Saturday is our second-highest volume day of the year. We ask our vendors for support and offer a basket raffle, and we debut new holiday items and discounts on most of our products. Food and beverages for humans — our customers really enjoy the day!”

Support other small businesses

2Woof Woof Pet Boutique & Biscuit Bar in New Bedford, MA, and Bristol, RI, gives shelf space to several local small businesses. Among them, Dylan Giampaolo says, are “Quincy & Co. We have a seamstress that handmakes all of our bandanas and bowties for different seasons and sports teams. She also makes leashes and collars. Matisse Jeans is a cat toy handmade from recycled jeans that have a custom catnip blend from Cape Cod, and 100 percent of the proceeds ben- efit Bristol Animal Shelter.
“We truly are a small business trying to carve out a place for ourselves, and we believe in supporting other small businesses!”

Tout locally owned & operated

3 Toni Shelaske of Healthy Pet Products in Pittsburgh, PA, spends as much time as she possibly can on the sales floor working with customers.
“I want people to know that I am the owner and that I greatly appreciate their business,” she says. “So the funny thing that has happened because of that is that customers come in asking for me and say ‘I know Toni.’ When it was time for me to have my own personal Instagram page, my employees decided @IKnowToni had to be my handle.”

EARn IN (EXCLAMATION) POINTS WITH IN-depth knOWLEDGE

4Shane Somerville of Paddywack in Mill Creek, WA, was more than prepared when a customer emailed her about canine dilated cardiomyopathy (DCM).“I sent her a fairly long response with some info, attached the document I wrote for our customers (including an FAQ and links to resources from vets) and talked about the different options she could check out. She wrote back very quickly and said, ‘Shane, This is why we love you!!!!! Thank you so much!!!!’”

SURPRISE WITH PERSONAL SHOPPING

5 Annabell Bivens orders for The Dog Store in Alexandria, VA, with specific customers in mind.

“We have an all-black Basset Labrador (Bassador), and he rocks his clothes, but his parents wanted something super visible since they spend a lot of time in the mountains at their cabin. So, in addition to the regular colors of the new line of RC Pets Polaris sweater, we ordered him the red sweater in his size and showed them the photos of the reflective stitching. They were so excited! (His color is red). I mentioned it to them when I ordered it, and it came in about four months later. They even asked when they saw winter stuff coming out because they remembered our conversation.”

Such personal shopping does not happen when big boxes do their ordering.

TAKE PRICE-MATCHING TO THE NEXT LEVEL

6How does Fetch RI compete on price with the big-box stores? Johnna Devereaux does not advertise price-matching, but she does it when possible and sees the practice as an opportunity on multiple fronts. She shares what happens when a regular customer alerts her to lower prices elsewhere:

“First, it allows me to look at the specific item and provide a lower price to this customer, who is clearly showing loyalty by bringing this to our attention. Second, it allows me to reach out to my brand rep and discuss how I can buy better at a discount, which then allows me to reduce the price of those items for all of my customers. I do advertise that to my customers, letting them know that we pass on the savings to them from our purchase bargaining, and so they now have a lower price! Win-win!”

The Store at Paws ’N Effect in Hamden, CT, also price-matches, but Sandy House simply makes the adjustment.

“We price-compare about every six to eight weeks by both physically going into the stores and then checking online, if they sell that way as well. If I find a local brick-and-mortar store is selling something for less than us, I check what our wholesale price is, and then I make the adjustment before a customer asks.”

DIVERSIFY COMMUNITY SUPPORT

7 The national pet stores in Delavan, WI, donate to local animal-welfare organizations, but Karen Conell of The Bark Market in Delvan, WI, sees the importance of investing in her community as a whole.

“We support many local not-for-profits, such as a therapeutic riding program, school for the handicapped, vocational school for adults with disabilities, wildlife rehab center, child advocacy center, playground for children with disabilities, and multiple animal rescues and shelters. We are local, and our customers are involved and reach out to us often.”

While altruistic, these efforts create positive word of mouth, giving her an advantage against big-box competitors.

“We don’t do it for recognition, but it happens and we are grateful!”

PROVIDE FREEBIES

8 When converting customers to frozen raw — still an excellent way to compete with big-box stores — Conell of The Bark Market makes it hard to resist.

“We have manufacturers who encourage us to give away a free small bag to get them started,” she says. “Let’s just say folks are stunned by the free offerings and the gentle shove in a new direction.”

Freebies can also be fun activities to draw in customers. Sue Hepner hosts a variety of events at Cool Dog Gear in Roslyn, PA.

“We just had a Winter Fashion Show: Dogs on the Cat Walk. We used customers’ dogs as our models. These awesome dogs strutted their stuff in front of the crowds, highlighting all of our winter fashions while their people modeled our human line of gifts and clothing. We also offer free pet and family picture-taking opportunities with our fall and winter backdrops. And for the first time we will be having storytime for kids. Our first story will be all about teaching children about dog safety and, of course, we’ll have a special visit from our mascot Cool Dog — always a crowd favorite!”

And Southern Barker in Lexington and Louisville, KY, has begun hosting breed meetups in its stores.

“We do get a sales boost during our meetups,” says Leslie Stewart. “They are socializing, but also shopping because they are right in the middle of the store, so they can’t help but look around! We also offer 10 percent off during the meetup. Our first meetup was for Doodles, and we had over 30 dogs!”

Finally, be sure to take advantage of manufacturer loyalty programs not available to big-box stores.

HUMBLE BRAG ON SOCIAL MEDIA

9 Big-box stores don’t share customer pet pics on social media, at least not on a regular basis or from a local store’s page. Independents do, and Bubbly Paws stores in the Minneapolis, MN, area takes it a step further.

Keith Miller says, “We regram posts from many of our customers on Instagram. Social media is the best way to brag without looking like we are bragging. We just post happy customer pictures or quotes from reviews.”

OPT FOR THIRD-PARTY SAFETY TRAINING

10 Big-box stores have in-house training programs for their groomers. Third-party training and testing can provide a competitive advantage for independent salons. Knotty Dog in Chelsea, AL, staff go through PetTech First Aid and CPR training. BowMeow Regency in Sheffield, MA, is an American Kennel Club S.A.F.E. (Safety, Assurance, Fundamentals, Education) Certified Salon, and grooming staff are AKC S.A.F.E.-certified groomers. Both salons tout their status.

pARTNER WITH VETERINARIANS

11 With more and more big box locations offering veterinary services, it only makes sense to consider doing the same. Mike Murray has created multiple partnerships for Bonnie’s Barkery in Phoenix, AZ.

“We partner with a holistic vet to do a monthly anesthesia-free teeth-cleaning clinic, in conjunction with dental hygienists,” he says, sharing that the store gets a percentage of fees. “We also created an office in our last remodel that our vet partners utilize to see patients.”

And after the Food and Drug Administration released its report on canine dilated cardiomyopathy (DCM) and related foods, Murray invited a holistic vet to give a seminar on the topic.

“It went very well!” Murray says. “We had 30-plus customers attend. It was very interactive, with lots of questions asked and answered.

“Most who attended had a much better understanding of the potential risks of their dog getting DCM and learned ways to mitigate that potential risk.”

Some customers did ask about changing foods, Murray says, “but a lot of the discussion was around using toppers that can provide additional nutrients and taurine to the pet’s diet,” resulting in new regular sales of the products.

Mark Vitt has also created such partnerships for his six Mutts & Co. stores in Ohio.

“We have a mobile vaccination clinic, coordinated by a local vet office, at our stores every other Friday to provide low cost vaccination and wellness checks.”

TAKE A RISK ON UNIQUE, HIGH-END PRODUCTS

12 “You find unique products in our store,” says Connie Roller of The Feed Bag Pet Supply in Grafton, WI. “Department stores and big-box pet stores all have the same old, same old.”

Roller says her staff works hard at trade shows, looking for unique, fun or even quirky products.

“We are willing to gamble with slightly more high-end products because although our customers can squeeze a nickel to death, they won’t hesitate on a $195 ortho dog bed that matches their décor perfectly,” she says.

“We also have some handcrafted wood products like pet steps and diners, along with handcrafted cat trees that we drive a few hours to pick up. These are definitely on the higher-end of retail, but they actually look and feel more like furniture than what you can get at [big-box stores].”

The store carries most of these higher-end products year-round, but, Roller says, “we sell more during the holidays because people can justify splurging when they can call it a gift.”

The Hermitage, TN, location of Nashville Pet Products is a former convenience store and doesn’t try to hide it.

DON’T DO COOKIE-CUTTER WHEN DESIGNING YOUR STORE(S)

13 Nashville Pet Products has six stores. While signage provides brand consistency, each location has a different look and layout — partly because of commercial space availability, but also by design. Perhaps the most unusual is the Hermitage, TN, location, which is a former convenience store.

“We keep each store unique to avoid a cookie-cutter, big-box feel,” Keefer Dickerson says.

This advice also applies to stores with one location: Don’t try to look like a mini-big box.

Danielle Wilson of Bath & Biscuits in Granville, OH, explains.

“I had a vision in my head of how I wanted my store and salon to look. I didn’t want to look cookie-cutter. I wanted to decorate with vintage items and displays, to have real hardwood floors and inviting rooms to explore. I had been watching for my building to become available for a while and jumped on it as soon as I saw the ‘for rent’ sign.”

TREAT YOUR CUSTOMERS LIKE EXTENDED FAMILY

14 Customers at The Wagging Tail in Las Vegas, NV, get asked about their pets, but Kimberly Gatto also asks about the people.

“With our loyal repeat customers, we get to know them and their family. When their two-legged kids come in with them, we engage the kids (How was school? What did you learn? How’s the team going? etc.). If customers have brought up issues, we try our best to remember and ask how it is going (How’s your mom doing after her surgery? How’s the job hunt going? How was the Stones concert you saw last week?).

Gatto is not afraid to tell folks that she doesn’t think of them as customers, but as an extension of her family.

“We care about their entire family (human and animal). We mourn when they mourn. We feel joy when they feel joy. It’s all about community. Being a part of a community and being totally vested in it.”

Nancy Okun of Cats n Dogs in Port Charlotte, FL, shares that sentiment.

“One customer shared that she doesn’t have the best home situation, so when she comes into the store, we give her a big hug and let her know how great it is to see her. She talks. We listen. She leaves feeling better. It’s not about selling dog food.”

Nor is it all about selling with Charlsye Lewis of Metro Animals in Fort Worth, TX. Among the many practices at her store are “introducing them and their kids to our shop macaws, Baby and Blueberry; genuinely complimenting something about their dogs; and offering the Southern hospitality of greeting them when they come in, and as they leave.”

And Jack Carey of Food for Pets in Manchester, NH, has gone so far as to loan his car and money, in a sense, to customers.

“A few years ago, a customer locked her keys in her car. She had a second set at home, so I let her borrow my vehicle to go home and get the spare set. We’ve had a few cases of customers forgetting their credit card at work or home, and we tell them to take the product with them and call us with the credit card info. We appreciate our customers’ trust and want to return the favor.”

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Cover Stories

Best Day Ever: Readers Share Their Most Memorable Days in the Business

A few responses even had us reaching for the tissues.

mm

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Best day ever. It’s a phrase used often. But what if you had to pick just one? A day above all others in your pet business. Could you? We asked you to do exactly that in a recent Brain Squad survey. And you didn’t disappoint.

Your answers moved us, as they all revolved around helping the dogs, cats and other pets in your communities. A few responses even had us reaching for the tissues.

Like this one from Charlotte Petrey of You Lucky Dog in Houston, TX: “The day we flooded and saved all the dogs.”

Digging deeper, we learned that during the unexpected Memorial Day Flood of 2015, water rose to 2-1/2 feet inside this family-owned boarding facility. Overnight staff moved all 23 guests to safety in higher areas of the building, continuing in the dark after power went out. Pet parents and the community were so grateful that they contributed more than $25,000 via gofundme to help Petrey rebuild.

Now that most certainly counts as a best day ever. Read on for more.


“In January 2018, my then 9-year-old daughter was sitting with me in a snowstorm here in Connecticut with our chocolate Lab, Harley, and we were discussing sports we would like to participate in with our Lab in the spring. She said she couldn’t throw a Frisbee and wanted to try agility. Then she asked if she could do swimming with Harley.

So we researched sports involving dogs and swimming, and found dock diving! We soon learned that there were no dock-diving pools for dogs in our state. And a pet resort and spaw we own is on 6 acres with plenty of room to add a pool. And what’s a resort without a pool? Right?

From my daughter’s desire to spend time with our loving Lab, an idea was born, and we spent the winter designing, planning and ordering 13,000 square feet of artificial turf, pool, dock, etc. while learning all about the sport.

In June 2018, we opened Connecticut’s only Ultimate Air Dogs dock diving pool, a 45-foot saltwater pool at one of my resorts. I have added a 40-foot dock to it and offer the pool as a Dock Diving facility — with swimming lessons, hydrotherapy, daily swims for guests, private pool rentals and pool pawties. We recently had our first-ever competition weekend. Fox 61 News came to cover it. People couldn’t believe how beautiful the facility and location are, and compliments flowed all day.

It was a dream come true to see my children participate as youth handlers in dock diving events that weekend. Watching my now 9- and 10-year-old daughters participate in a sport with their dog, on my property, while observing so many other competitors enjoying quality time with their families and dogs in such a fun sport, definitely qualified as a Best Day Ever.

Daycare and boarding guests enjoyed their stay, and veteran dock-diving competitors, who traveled to Connecticut from Delaware, Massachusetts, New York and Rhode Island for the event, were blown away by the beautiful facility and pool, welcoming staff, cleanliness of the place, smooth registration process and professional atmosphere. It was over 100 degrees, and the event went on without a bump or complaint. It is always a lot of work putting on events. And we do have many. But this was our first dock diving event. To see it come to fruition July 2019, after a child’s idea was offered in January 2018, is a dream come true and best day ever for me! — Krista Lofquist Wagging Tails, Wolcott, CT

“One Christmas, a little girl came in with $100 to spend on our favorite dog charity. She couldn’t have a dog, so her mom told her she could do this. We loaded her up and gave her all kinds of things. The warmth in this little girl’s heart was so overwhelming. All of us were crying of happiness. That’s a good day!” — Debbie Brookham, Furry Friends Inc., Colorado Springs, CO

“Best day ever was when I looked out onto my doggy day-care floor and realized that all 50-plus pup clients were not any of my family or friend’s dogs. My ‘field of dreams’ really had become a profitable biz without any help from my loved ones. Cool stuff!” — Angela Pantalone, Wag Central, Stratford, CT

“I had a client who brought her two Gordon Setters and one Miniature Poodle in for grooming regularly. The dogs were so tuned into the process and pickup. One night, the parking lot was full and the owner parked her big SUV in another spot. I checked the dogs out and helped her take them to the truck. Both big dogs jumped on the top of the car hood that was parked in their usual spot. I laughed so hard, but the mom was clearly mortified. Nobody saw. Just made the end of the day fantastic for me. I’ll never forget that day or the dogs.” — Rachel Diller, The Poodle Shop, Littleton, CO

“The best day ever was when I came to the conclusion that I had too many customers. For the last year, I have had to stop taking on new customers due to a full schedule. Just a few months ago, I ordered my second van to convert (should be on the road by end of the year) and am working on expanding!” — Amanda Bowman, Fairy Tails Mobile Grooming, Cherry Hill, NJ

“When a family had to move away and told me I was the one who changed their kid’s life — an autistic kid who no matter what they tried, nothing helped. When they came to my store, everything came together when they picked out a bird, realized not all dogs were bad, (we had a store Mastiff at the time) and life seemed better. I had no idea until they thanked me and told me how it has changed “Nick.” — Paul Lewis, Birds Unlimited, Webster, NY

“When I hosted my first Backyard Luau for the dogs. Not only did each and every one of them wear leis, but they were all so calm and happy. I was such a proud ‘earth mother’ that day.” — Vanessa Cruz, Dawgs All Day, Brooklyn, NY

“We shut down our location to pamper over 40 shelter dogs, and the staff morale was so strong.” — Jessica Cooke, Yuppy Puppy, O’Fallon, MO

“We had a customer in tears. His daughter’s dog was failing and suffering from cancer. His daughter was still away at school, and this was the love of her life. He asked if we could recommend something that would help. After much discussion of the circumstances, we recommended Pet Releaf and Allprovide Gently Cooked. He followed our advice and came in with his daughter the following Saturday, and with “Root Beer” the Jack Russell Terrier. He was jumping around and full of life, and his daughter thanked us with a big hug. Root Beer lived for almost 9 more months and was comfortable and pain free. We were so thrilled to be able to offer this as an option.” — Christine McCoy, The Natural Pet Enrichment Center, North Royalton, OH

“Our best day ever was during one of our breed meetups. During Doodle Day, there were approximately 50 dogs and their owners in the store. Thankfully, it was a beautiful day and many of them hung out outside on the porch or in the parking lot. It was not only our best sales day, the general vibe in the store was happy, as people got to meet other owners. I saw many of them exchanging contact information. Connecting people through their pets always brings me joy.” — Wendy Megyese, Muttigans, Emerald Isle, NC

“There are many ‘best day evers’ in the independent pet food retailer industry. I’ve been lucky to be surrounded by the things that I love and motivate me for 34 years, not to mention the customers who share the same passions and interests. There are now second-generation customers who have parents who have shopped in the store for many years. I always remind myself to focus on those things when the occasional stressful situation arises.” — Jack Carey, Food For Pets, Manchester, NH

“Every Black Friday! We love the excitement of the shoppers. It’s truly the official kick-off to the holiday season.” Tammy Vasquez, Bark Life, Seminole, FL

“We are fortunate to be in Salem, MA, which gets very good tourist traffic most of the year, especially in October. It is so rewarding to hear from customers who visit the city yearly and make it a point to visit us, to both say hello and purchase our hand-made treats and cookies. With all the things to do and see, to know they make our shop a destination makes us feel very proud. Kimberly Barnes, New England Dog Biscuit, Salem, MA

“Probably receiving a pile of magazines with Mumsie and me on the front cover winning first place in PETS+ America’s Coolest Pet Store 2018!” Leel Michelle, Bow Wow Beauty Shoppe, San Diego, CA

“We just had our best sales day ever this July. It topped the previous best day ever by more than 12 percent! We discount our whole store by the same percentage as number of years old we are. This year it was 14 percent off since our store is 14 years old. We have VIP swag bags — customers can pre-order to guarantee their bag — and a prize wheel for when they spend certain amounts, and we host multiple nonprofits/rescues as well as demo reps with freebies. It’s a big festive atmosphere, and our customers love it! Next year we’ll have to come up with something else to make it even more special to celebrate 15 years! — Shane Somerville, Paddywack, Mill Creek, WA

“One of my best days ever was when after months of step-by-step encouragement (and courage building), one of the dogs in our workout program finally went across the balance beam on his own! The pet parents and the dog were both elated! I know that dog was happy because he kept circling around and doing it over and over again with ‘Look Mom, No Hands’ excitement! Everybody in the store came over to watch him run through the course like a kid in a candy store!” — Sue Hepner, Cool Dog Gear, Roslyn, PA

“I have adoptions most Saturdays, and the best day is when the shelter leaves empty-handed.” — Ron Keller, Captivating Canines, Westerville, OH

“The day our Boston store really lifted off/went into the black. We opened during the recession in 2010, and it took way longer to get up on its legs than I expected.” — Kathy Palmer, The Fish & Bone, Boston, MA

“Having multiple customers come in and be so happy they were crying, based on proper nutritional guidance from my team. We had five customers in one day!” — Jennifer Flanagan, Nature’s Pet Market Sherwood, Sherwood, OR

“When my little Chihuahua, Cocomo Joe, went into the Burke & Herbert Bank, located in Old Town, Alexandria, VA, and helped me convince them that a dog bakery and boutique was just what Old Town needed. Cocomo Joe gave a few little looks with his Burberry shirt, and they were sold. Cocomo Joe was asked to sign the loan with me, and he eagerly did for a treat.” — Kristina Robertson, Barkley Square Pets, Falls Church, VA

COCOMO JOE

“The first day my pet facility opened for business and earned the first $5 bill in cash. I still have it taped in my check-in desk. — Tammi Bui, Wishbone Pet Care, Missouri City, TX

“Any day that I get a customer coming back to tell me that their dog or cat has changed drastically for the better simply because we suggested a different food, or suggested trying CBD for whatever ails them, is a fabulous day! Knowing that our experience and knowledge was able to help another pet parent find their way and change their fur baby’s life for an astounding better is always our best day! For us, it’s about community that drives us to do what we do, and of course, for the love of all fur kids out there in the world.” — Kimberly Gatto, The Wagging Tail, Las Vegas, NV

“Any day that I have helped an animal and its person live their best life.” — Honor Blume, BowMeow Regency, Sheffield, MA

“Grand opening day is what stands out to me. The adrenaline, the positive vibes, meeting the community, seeing the team and how excited they were. And how even under extreme stress, we all made it through with smiles. (Nothing would scan, our POS didn’t sync with inventory and was a disaster!) — Jennifer Larsen, Firehouse Pet Shop, Wenatchee, WA

“Our best day ever in business was just before the Fourth of July this year, when people were out and about taking their dog to the dog park, then coming over to our shop next door to give a self-serve bath and buy treats. We were staffed up for it, and everyone was moving and grooving, keeping customers engaged and served all day long. We provided pizza for the staff as a thank you for their hard work that day. We made a few hundred more dollars than we normally make, but more importantly, made new and existing customers happy to do business with us.” — Charlsye Lewis, Metro Animals, Fort Worth, TX

“We’ve done a couple on-site fundraiser meet-and-greets with local rescues. The Greyhound rescue is my favorite group. They come in numbers and they shop, tell stories, encourage meeting the dogs and are generally great people to be around, and the rescued Greyhounds are amazing.” — Brett Foreman, Eupawria Holistic Pet Center, Owego, NY

“The day that we opened up our second location! Greatest thing ever knowing that you are doing well enough and helping enough people out and they are recommending people to you, that you then have the capability of opening up another location to make you reach even farther and help out even more people.” — Dylan Giampaolo, Woof Woof Pet Boutique & Biscuit Bar, New Bedford, MA

“Pretty much any day that I get to spend outdoors at a community event. I do a lot of event marketing, and I love setting up the booth early in the morning, talking to new, potential customers and playing with their dogs.” — Keefer Dickerson, Nashville Pet Products, Nashville, TN

“The Saturday before Christmas. Everyone is in shopping mode, but in a pleasant, not ‘mall-crushing-crowd’ way. And it’s great to know that their pets are being treated just like family. You can almost imagine the puppy stockings hanging on the mantle and wrapped gifts under the trees. It doesn’t hurt that it’s one of the busiest revenue days of the year, either.” — Mark Vitt, Mutts & Co., Delaware, OH

“Every day is great, but nothing beats the day we opened and realized our dreams had come to fruition. Ten years going strong now with loyal staff and awesome customers.” — Rosi Ladouceur, Barrkhaven Pet Boutique And Spaw, Ottawa, Ontario, Canada

“The best days I have are when clients rave about our services or when we get any sort of recognition. For instance, winning the Best of the Best in pet care award for our county, which is a voting-based award.” — Ashley Cook,Viva La Pet, Dover, NJ

“We are fortunate to be in Salem, MA, which gets very good tourist traffic most of the year, especially in October. It is so rewarding to hear from customers who visit the city yearly and make it a point to visit us, to both say hello and purchase our hand-made treats and cookies. With all the things to do and see, to know they make our shop a destination makes us feel very proud. — Kimberly Barnes, New England Dog Biscuit, Salem, MA

“Probably receiving a pile of magazines with Mumsie and me on the front cover winning first place in PETS+ America’s Coolest Pet Store 2018!” — Leel Michelle, Bow Wow Beauty Shoppe, San Diego, CA

“When a client told me that a friend she had referred to me told her that they found someplace that was way cheaper. My client told her that [her dog] Daisy likes likes Corey. I’m not changing.” — Corey Heenan, Corey’s Canine Creations, Altamont, NY

“I feel every day is our best day in business, and every day stands on its own for different reasons!” — Johnna Devereaux, Fetch Ri, Richmond RI

“Every anniversary. Feels awesome to make it another year.” — Lisa Vella, South Bark Dog Wash, San Diego, CA

“My best day ever is when I ring a lot of sales, which is usually around the Christmas holiday season and everyone is generally happy!” — Laura Haupt, Bark & Meow Inc, Tarrytown, NY

“I could say the day Judi walked into the store and told me I needed her. But, the all-time best day ever was when Judi adopted Buddy and brought him to the store with his e-collar on to meet my dog Taylor. The two dogs became besties right away. Why not? Judi and I are! — Nancy Okun, Cats N Dogs, Port Charlotte, FL

“I’d have to say the best for me was the day my husband was able to quit his job and join me full-time.” — Nancy Guinn, Dog Krazy, Fredericksburg, VA

“One day that stands out above others are our customer appreciation days. They are a lot of work, but we serve lunch — deep-fried cheese curds, ice cream — and offer store discounts, a discount dartboard customers can throw at to get a larger discount, free items and more! It is fun watching customers enjoy themselves, and all flock to the store. — Lisa Keppers, Sauk Centre Country Store, Sauk Centre, MN

“Most of the best days ever are when customers come in and treat us like family, and tell us happy and sad things that are happening in their lives. Because they consider us family, they want us to know. — Paula Gorman, Pet Supplies ‘N’ More, Muskego, WI

“Whenever we get to welcome families who rescue dogs is our best day ever.” — Asha Olivia, Hoby Dogy Pet Care, Boca Raton, FL

“The day I won second place in America’s Coolest Pet Stores” contest in 2017.” — Patricia Boden, Animal Connection, Charlottesville, VA

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