What Do Leg Warmers and Richard Simmons Have to Do With Your Pet Business?

SINCE WE’RE COMING out of winter, I thought we’d hit the gym again as a follow-up to my Jan-Feb column, “Fitness Check.” Remember the workout videos from the ‘80s? Leg warmers, neon spandex and Richard Simmons? While they were totally rad back then, today’s fitness enthusiasts are more likely to be doing HIIT workouts, Pilates or SoulCycle.

Just like fitness trends evolve, your store’s product mix needs regular updates to stay relevant and attractive to today’s pet parents.

The fastest-growing pet-ownership population is women ages 20 to 40, and they shop differently than older generations. Your inventory may still be rocking leg warmers while these customers are looking for moisture-wicking athletic wear.

Let’s get your product and service selection into shape with a redo of your routine.

The Weigh-In: Why This Matters

Your product mix is your store’s public image. Dusty shelves of outdated products are like those worn-out sneakers you should’ve replaced miles ago. When customers see the same tired items visit after visit, they’ll assume your store isn’t keeping up with what’s new and exciting in pet care. Worse yet, they won’t be spending money at your business and will find other options.

You do not need to stock every product for every customer — you cannot be everything to everyone. Decide how you’ll stand out by tapping into your POS data and by discovering new vendors at trade shows, in PETS+ and online. What’s pulling its weight on your sales floor, what needs toning up, and what’s just taking up space like that guy at the gym who spends more time posing than working out?

Product Fitness Test

Start by evaluating each product category by vendor performance, category and sales.

When it comes to your vendors, create a scorecard that includes order minimums and terms, margin opportunities, marketing support, product innovation, packaging, product training support, reliability, and anything else important to you.

By category, decide which departments are the most successful and which aren’t. Their scorecards could include sales volume, profit margins, space it takes up, seasonal performance, volume of units sold, what influences new customer acquisition, and what keeps customers coming back.

Look at the individual product level, as well. Evaluate flavors, sizes and any other similar factors to ensure you’re not over-assorted.
This “Product Fitness Test” also could include sales performance (last six to 12 months), margin, turn rates, customer feedback, shelf-space ROI, and variety.

The Service Shape-Up

Don’t forget your service menu! Maybe your basic nail trim needs to become a monthly Pawdicure Club, or your standard bath could use some luxury upgrade options. Which services are your heavy lifters? What add-ons could boost their performance? Are there new services happening within the industry? What do customers frequently request?

Building Your New Routine

Once you’ve identified your product and service mix’s trouble spots, create a transformation plan:

• Phase out underperforming products (like retiring those old workout videos).
• Run a clearance sale, put them in mystery bags or use as a gift with purchase.
• Test new items and services in small quantities and reorder what sells quickly and customers respond to.
• Rearrange displays and menus to highlight fresh offerings, with new things front and center.
• Train staff on your new products and services.
• Market the “new look” to customers.

Remember, like any good fitness routine, product and service selection requires consistent attention. Schedule regular “weigh-ins” to keep your mix healthy and strong.

Now, grab your metaphorical headband and let’s get that mix into shape! Your business’s healthy body season is just around the corner.