THE PETS+ BRAIN SQUAD, our reader survey group for independent pet retailers and service providers, launched in 2017. At 12 monthly surveys a year, that adds up to more than 100 surveys taken to date.
Comments we can always count on seeing in the results concern favorite brands expanding beyond the independent pet channel. This makes many indies unhappy, for a variety of reasons.
The comments and commentors have evolved over the years, though. Direct-to-consumer sales have joined e-commerce giants and big-box stores as unwelcome competitors. And while certain indies will continue to break from brands that expand, plenty now take a more measured approach.
They see the increased consumer awareness from a wider channel strategy as having a positive impact on their sales and as reducing their own marketing costs. (A Super Bowl ad will do that.)
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These indies say they wait to see if pricing remains fair and support continues — and sales stay strong, of course. If that all happens, they are happy to continue partnering with these brands.
We highlight 21 such brands in this issue’s Big Story, “True Partners.” All were praised by Brain Squad members in a recent survey for how they treat indies within their brand’s omni-channel strategy.
The PETS+ team will be looking for even more indie-friendly brands while reporting live from Global Pet Expo. Sign up for our ebulletins at petsplusmag.com/bulletins and follow us at facebook.com/petsplusmag. And while you’re at it, join the squad at petsplusmag.com/brainsquad.
See you in Orlando!
Five Great Tips From This Issue That You Can Do Today
- Celebrate April Stools Day with your customers. (Calendar, p. 14)
- Recommend a competitor. (To-Do List, p. 16)
- Create an “Enrichment on the Go” freezer. (Benchmarks, p. 42)
- Prioritize your signage strategy. (Candace D’Agnolo, p. 72)
- “Don’t lose your mission because of busyness around you.” (America’s Coolest, p. 86)
