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Offer Your Customers a Disloyalty Card

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Here’s an idea that’s contrary to just about everything you’ll read about marketing: This idea owes its inspiration to a UK coffee retailer who handed out Disloyalty Cards to patrons. The recipients were promised a free cup of coffee if they would travel to 10 of the store’s direct rivals and collect stamps to prove they had bought coffees there. Absolute insanity? Yes and no. This was a coffee store owner who obviously had extreme confidence in his product and a flair for generating media buzz. Do you have the same confidence in your service? (We’re not just talking normal confidence, we’re talking extreme confidence.) If so, how about offering a free groom to any current customer who takes his dog to be groomed at three of your local rivals?


This article originally appeared in the September-October 2017 edition of PETS+.

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Pet Sustainability Coalition Presents: Critical Sustainability Strategies for Retailers

This webinar, held on November 7, 2019, is the second in a series from PSC discussing how retailers can establish sustainable practices in their business. Moderated by PSC’s Andrea Czobor, the webinar unveils data behind the increasing consumer demand for sustainable products, what retailers have to gain from connecting with these purpose driven consumers, and a new PSC program that makes finding these products easier for retailers.

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Brainstorms

Why You Could Do with a Set of Wheels

Hit the road!

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VANS AND TRUCKS are common with groomers, but just about all pet businesses could do with wheels. Aunt Kerry’s Pet Stop in Wilmington, NC, added some recently with the purchase of a box truck that they converted to serve as a mobile outlet. “Stepping out of the box this year means hitting the road for AKPS,” said owner Kerry Bradley. “We can’t wait to pull up to festivals, events and fundraisers in our new ride.”

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Brainstorms

For the Holidays, Go Green

… like this Grinch!

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HE’S A MEAN one and has a heart two sizes too small. But The Green Spot in Omaha, NE, discovered kids can’t get enough of the Grinch when the store invited clients to bring their kids and pets for photos with the Dr. Seuss character on Small Business Saturday (Nov. 30 in 2019). “It wasn’t until we started doing the event that we realized how much people loved the Grinch,” says co-owner Jessica Ellis. The Grinch’s presence and special offers produced sales 25 percent higher than a typical Saturday, Ellis reports, while the store also received attention from local TV stations. Getting dressed up for a Christmas event? Go green.

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Brainstorms

‘Alliterate or Die!’

There is power in alliteration.

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Alliterate or die!” That was a poster a former colleague saw pasted to a newsroom wall while doing a shift at infamous British tabloid The Sun. Alliteration’s power to make words stick owes itself to the repetition of sounds. It’s something a lot of retailers know, hence “Wine Wednesdays,” “Free Cleaning Friday” or “Saturday Style.” Indeed, once you get started, it’s pretty hard to stop: Too Good to be True Tuesdays, Wet and Wild Wednesdays, Fried Food Fridays (for the staff, of course).

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