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Month: March 2013

Enriching a Bird’s Life

Whether naturally hatched or hand fed, birds are innately wild and inquisitive creatures, therefore creating a stimulating habitat is crucial when deciding to become a bird owner.

Once the proper cage size is determined, it will need to be accessorized appropriately. It is important to keep birds of all sizes mentally stimulated and physically active. Without proper engagement in exercise, they can easily become bored and develop negative behaviors such as nipping, screaming and feather plucking.

Toys not only provide an outlet against boredom, but also offer psychological security. Like humans, birds are social animals and require physical relationships. It is common for a bird to bond tightly with one toy it finds particularly appealing and spend its time huddling close to it when it is resting or sleeping.

A bird’s size and personality play key roles when determining which toys are most beneficial to their environment. Large birds require toys that will not break when being manipulated with claws and feet, as broken or small pieces can pose a choking hazard.

Smaller breeds need toys that will not intimidate or scare them. Observing a bird and noting what it likes or dislikes provides insight to what toys the bird will find engaging. Preferences in color, texture and shape will assist bird owners when purchasing accessories.

Types of Toys

The choices of toys are almost as vast as the breeds of birds they are made for, but most fall under specific categories depending on their main purpose. Categories include foraging and treat, chewing, manipulative and exercise gyms. All cage toys can be classified as enrichment toys.

“Enrichment toys are anything that causes an animal to think or have to interact with its environment,” Donna Garrou, owner of Bird Stuff in Orange, Calif., said.

No matter the specific function, they will all allow the bird to learn from its habitat.

A variety of toys should always be at the bird’s disposal and should be repositioned, or replaced weekly.

“I recommend at least three toys that can be rotated; one, a tear-up toy that can be shredded or chewed, one a “beater” toy, and finally a foraging toy,” Garrou said.

She refers to the toy that becomes the bird’s “baby” as its beater toy.

“A beater toy is often a bird’s favorite toy as a baby, and they continue to love it all their life,” she said. “My 27-year-old African Grey still “beats” his stainless steel ball and ball toy each morning when he gets up.”

Treat toys reward for the bird periodically for play by dispensing a treat or by encasing one the bird can see but has to work in order to extract it. This keep birds engaged, even if they do not particularly enjoy playing. A foraging toy has the same basic premise, but uses the bird’s natural instinct to search for its food.

“A foraging toy will give the bird many hours of pleasure, work to get treats and/or its main diet out, helping with dexterity and reducing boredom,” Garrou said.
Garrou suggests Caitec’s line of “creative foraging systems” such as the Buffet Ball and the Foraging Wheel.

Treat and foraging toys are beneficial when returning the bird to its cage after outside activities. Barbara Heidenreich, a behavior/training consultant at Good Bird Inc. in Austin, Texas, uses a variety of treat toys available when returning birds to their cages. She rotates in new toys each time the bird is removed.

“This novelty can keep toys interesting and it makes going back in the cages more fun,” Heidenreich said.

She prefers to use the Fiesta Foraging Box by Kaytee.

“The bird gets the enrichment factor from destroying the box and also gets reinforced by treats hidden within the box,” she said.

A bird’s natural instinct tells them to chew. Many breeds have hooked beaks used for breaking open fruits and hard-shelled nuts. Including a chewing or shredding toy in their cages will satisfy their natural urges.

Popular choices of chewing and shredding toys are made from cardboard, wood such as pine or balsa, or knotted ropes. The purpose is for a bird to destroy these toys by ripping and shredding the cardboard or untying the knots in the rope, so replacing these types of toys will be necessary.

Garrou recommends the line of shredding toys from Planet Pleasures.

“One simple example is simply woven strips of palm called ‘Shredders’ that can be woven between bars or added to any toy to increase interest” Garrou said.
Garrou also suggests Oxbow’s ‘Timothy Twists’, which are similar to the ‘Shredders,’ but are made from Timothy hay.

-Erin Salley

Love Them, Love Their Dog

When marketing and selling to women, the store layout is just as important as anything else to keep them coming back.

Susan Bartholomew was in the fashion industry for 25 years before becoming the co-owner of Zoomies 9 years ago in New York City.

“When a woman buys any product they want their dog to feel special and want the dog to feel fashionable,” Bartholomew said. “They want to take care of their dog as they would their child. Also, it needs to be in tune with what’s going on with the fashion industry here in New York City.”

Bartholomew’s store is set up to feature different products at different heights, the product is always in tune with the season, as well as the colors that match the season, and she also burns a fig fragrance to give off a pleasurable smell in the store.

“We want to give the consumer an experience when they walk in,” Bartholomew said. “We care about how it smells, we are known for our fig scent in the store. Sound is also very important. You want upbeat music that isn’t overwhelming. If it’s silent, you don’t want to be there. You want it to be very colorful and eye catching.”

“Also it’s important how you merchandise, you want people to touch everything. If it’s flat on the wall as you walk by it, no one will stop to look at it. If it’s at different levels and all over, you want to touch it more. You also want to mix and match your store so all the merchandise is together and not sectioned off.”
She also suggests giving the customer a great experience when they come to the store. Not only with how it’s set up but also with customer service.

“You have to not only give invaluable customer service to the people but also the pets,” Bartholomew said. “You have to also show and really feel the same admiration and love for the person and the dog. You want to learn about the dog just as much as you do about the person; customer service is key. Let people shop but within two seconds of them walking in you should at least say, ‘hi.’ Along with customer service give people quality products, be consistent and it will be a wonderful experience.”

The store focuses on its image from not only the inside, but also outside.

“We want you and your animals to feel good,” Bartholomew said. “It’s a very alive place. We have key lighting on the inside to really light up the place and make it feel alive. Even from the outside we have two big benches and two Christmas trees. It’s a happy place that makes you feel happy. Even if people are in a lousy mood they are happy when they come in.”

Bartholomew also stressed that selling isn’t everything.

“We love when people just come in off the street or it’s the same people that come in every day,” Bartholomew said. “We don’t care if you come in and don’t buy anything. The only thing we ask of our customers is to tell someone about us.”

Bravo! Recalls Certain Dog and Cat Food

Bravo! is voluntarily recalling its 2 lb tubes of Bravo! Raw Food Diet Chicken Blend for Dogs and Cats, product code: 21-102, batch ID code 6 14 12, because it has the potential to be contaminated with Salmonella.

The recall involves 2 lb. Bravo! Chicken Blend frozen raw diet tubes (chubs) made on June 14, 2012 only; no other products or sizes are involved. The recalled product should not be sold or fed to pets.  This batch tested negative by a third party independent laboratory prior to release for distribution to consumers; however, routine testing by the Minnesota Department of Agriculture of product collected from a single retail location tested positive for presence of salmonella. While the testing discrepancy is unclear, in an abundance of caution Bravo is issuing this recall.

The company has received no reports of illness in either people or animals associated with this product.

The recalled product is distributed nationwide to distributors, retail stores, internet retailers and directly to consumers, and can be identified by the batch ID code 6 14 12 located on the white hang tag attached to the bottom of the plastic film tube.

Pet owners should return unopened frozen tubes of food to the store where purchased for a full refund.  Pet owners should dispose of opened tubes of product in a safe manner (example, a securely covered trash receptacle) and return the washed plastic batch ID tag to the store where purchased for a full refund.

In an effort to prevent the transmission of Salmonella from pets to family members and care givers, the FDA recommends that everyone follow appropriate pet food handling guidelines when feeding their pets.  A list of safe pet food handling tips can be found at: http://www.fda.gov/ForConsumers/ConsumerUpdates/ucm048182.htm.

For more information on the Bravo recall, please visit www.bravorawdiet.com, or call toll free (866) 922-9222 Monday through Friday 9:00 am to 5:00 pm (EST).

Not as Tough as You Think

Even in specialty reptile shops, amphibians almost never get top billing. Instead, there might be a tank or two with salamanders and newts, and a small frog display with the most common (and usually cheapest) frogs, often in the back of the shop or in low-traffic areas. In big-box pet stores, finding any amphibians at all is rare.

According to amphibian experts, there’s a simple reason amphibians have lagged behind their scaly counterparts in the decade-long expansion of the reptile trade: They are more difficult to care for and most amphibians can’t be handled by the owners, which makes them even less accessible as pets than reptiles like ball pythons and bearded dragons.

While there is some truth to this, it is possible to run a successful amphibian program that capitalizes on the popular appeal of animals like dart frogs and offers plenty of opportunities for equipment and feeder-animal sales.

When it comes to successfully selling amphibians, the best programs have a selection of animals ranging from beginner to more advanced and give the customer every chance of success. This means providing the right information about the animal, as well as the proper cages and equipment.

“Most shops carry the fire-bellied toads, horned frogs, White’s tree frog and red-eyed tree frogs,” Ray VanNostranz, manager of Strictly Reptiles, Inc., a large importer/exporter of reptiles and amphibians, said. “Most of the other animals, like dart frogs, are left for serious collectors.”

It’s also not uncommon to find caudates like Chinese fire-bellied newts or tiger salamanders, which are relatively easy to care for.

All of these popular animals tend to be less expensive and “more durable” and often constitute the entire amphibian department.

However, Patrick Nabors, owner of Saurian Enterprises and a dart frog breeder, believes there is an untapped market for more exotic amphibians.

It’s just a matter of approaching the customer correctly.

“I tell pet shops to build a nice display of frogs and don’t sell them from that tank,” Nabors said. “The frogs that are for sale should be kept in the back in individual containers.”

-Jon VanZile

FDA Approves Bayer HealthCare’s Veraflox Oral Suspension for Cats

The Food and Drug Administration gave Bayer HealthCare Animal Health Division the approval to market Veraflox Oral Suspension for cats, a veterinary prescription-only treatment of skin infections in cats caused by susceptible strains of Pasteurella multocida, Streptococcus canis, Staphylococcus aureus, Staphylococcus felis and Staphylococcus pseudintermedius.

Veraflox Oral Suspension is the first feline-only antibiotic formulation in its class to be approved by the FDA. It is the first third-generation fluoroquinolone approved for use by U.S. veterinarians.

“Veraflox Oral Suspension’s once- daily formulation is well accepted by cats and offers treatment convenience with an easy to use dispenser and dosing syringe that make dosing simple and precise,” Cristiano von Simson, DVM, MBA, director of Veterinary Technical Services at Bayer HealthCare LLC, Animal Health Division, North America, said.

The product has been used to treat over 310,00 cats in Europe since it was approved there in 2011, according to the company.

“Pradofloxacin, the active ingredient of Veraflox OS, is a new generation fluoroquinolone with high-activity dual molecular targeting of DNA replication,” von Simson said. “It was specifically developed to deliver an enhanced in vitro spectrum and potency. In addition to providing effective treatment, there is in vitro laboratory evidence to suggest that dual targeting may reduce the potential for the emergence of resistant bacterial strains.”

Hitting the Road

Once upon a time, the term “cat carrier” meant “cardboard box.”  But, the pet industry has come a long way and today, cat owners actively seek out safe, well-designed carriers in fashion-forward colors and styles.

There are many considerations in selecting a cat carrier: The type of travel, the personality of the cat and the reasons for travel all figure into selecting a perfect match.

From divided double-compartment show shelters to high-tech, hard- and soft-sided carriers for travel, the market is bursting with an endless selection of cat carrier designs.

“The most important features of a carrier include structural stability and discrete designs that instill a sense of security for the cat,” Angie Yeung, designer and president of CellTei, said. “The demand for better quality and even more fashionable designs are on the rise.”

Most cats are not big fans of change, but whether it’s a visit to the veterinarian, an emergency evacuation, or a road trip, it’s important to have the right equipment. Manufacturers are answering that demand by creating safe, easy-loading gear that appeals to a feline’s sense of security.

Each added feature has a specific function. Carriers with roll-down sides of fine mesh air vents help obstruct a cat’s view of the outside world, thus reducing the ‘fight or flight’ instinct. Padded carriers with removable tops can help a cat adjust to a carrier while inside the home, thus reducing the panic of being confined.

Multifunctional Carriers

Hard-sided carriers have traditionally been popular for automobile travel due to crash testing and safety ratings. Approximately 78 percent of people who travel with their pets use automobiles as their primary mode of transportation according to a Kimpton Hotels study, so transporting cats in comfort, style and ease is important to consumers.

PetMate offers premium two-door kennels, one of which is a top-loading door for easily loading cats into. Made from steel wire and high-grade plastic, these hard-sided carriers are good for both car and air travel.

Their Curvations Kennel features a durable, swing-top design with plenty of ventilation. Each 2-door kennel allows versatile access with a top-loading feature.
While hard shell carriers traditionally offered better safety features, soft-sided carriers are now being crash-tested more frequently, and have the added benefit of providing more comfort for cats.

“All of our carriers are versatile,” Michael Leung, a product designer and an owner of Sleepypod, said. “They each have a crash-tested car seat function and the machine-washable, ultra-plush lining found in all of our carriers makes a perfect bed away from home, thus reducing the need to purchase and carry multiple items.”
Sleepypod’s unique round shape is one that cats love, and each carrier includes luxurious ultra-plush linings designed to alleviate travel stress. Battery-operated warmer kits for colder travel, and air mesh hammocks for warm-weather travel, can be easily added.

While at home, simply remove the dome top to convert the carrier into a secure cat bed. This feature encourages cats to make the carrier their safe place.

With the help of Sturdi Products, portable pop-up shelters have also become popular not only for transport, but for housing and emergency shelters.

“Cat owners want professional-grade carriers that are durable, fashionable, easily cleaned, and guaranteed,” Penny Johnson, executive vice president of Sturdi Products, said.  “SturdiBag is the first carrier ever developed specifically for a cat and the leader amongst professionals.”

“Cats are the new dog. We have been innovating for 20 years and have become the brand that professional trainers and breeders rely on every day.”

Sturdi Products extensive line of  carriers can be divided into two- and three-room compartments for multi-cat transport, and are available in a dizzying array of colors and patterns. Each product is easily collapsible for lightweight transport, but sturdy enough to carry your pets in safety.

Dividers can be removed for easy cleaning or to offer custom luxury for even the most finicky of felines. These tend to be very popular with the show and competition demographic.

For cats that travel extensively by air, Sherpa Pet Group offers the Guaranteed On Board program. The Guaranteed on Board program outlines each step needed to be taken before traveling with a pet to ensure compliance with airline rules and regulations. Should a customer be denied boarding due to your carrier, Sherpa Pet Group will refund the cost of your airline flight and your pet airline travel fee.

Each Sherpa Cat Carrier features a heavy duty wire mesh, designed to stand up to sharp cat claws and teeth, and mesh panels for maximized ventilation. They also offer a one-year “no questions asked” product satisfaction guarantee.

“The Sherpa Cat Carrier was designed for easy loading,” Cristen Underwood, marketing director of Quaker Pet Group, said. “Cats can enter from either the top or the side for convenience – and features a washable faux lambskin liner for added comfort and three zippered pockets for convenient storage. Whether using our cat carrier for a trip to the vet and running errands, or flying cross-country, Sherpa carriers offer a unique blend of durability and functionality.”

Added Benefits

Cat carriers also offer retailers a great opportunity to cross-sell. Harnesses, travel bowls and cat treats are all necessary travel items that can be successfully marketed to cat owners. All-natural calmer aids, such as Feliway and Rescue Remedy, are also items to stock near travel gear and staff, should be fully trained on the benefits of individual products.

“We focus on the needs of each individual customer,” Errin West, owner of Cat Connection in Texas, said. “We want to meet the needs of our cat clientele with their best possible solution for travel – whether it’s a trip across town or a trip across country.”

Store staff should also be well versed in sharing tips for a successful travel experiences. Desensitization therapy begins by leaving the cat carrier in a safe, open area of the home where cats can freely explore the carrier without the pressure of not being able to escape.

Sleeping In Style

When it comes to finding the correct dog bed, consumers want something that works well for their dog’s needs, looks good in their home and maintains the right mix of style and durability.

Kiiah Kimball, the head buyer for the California-based Muttropolis, said retail trends include home decor prints, bolster and “lounge” style beds, and eco-friendly fabrics, like organic cotton or bamboo and fills like those made from recycled plastic bottles.

One of the consumer trends in dog beds is the use of technology to make the bed cleaner, safer and longer lasting.

Utilizing advances in nanotechnology, the Dog Gone Smart bed uses Repelz It Nanoprotection to create healthier pet products that stay clean naturally. According to the company, the fabric stays cleaner longer than traditional fabrics and resists wear and tear better than standard bed covers. In addition, the nanotech finish is pet-safe and environmentally-friendly.

The beds are available in rectangular, round, donut and lounger styles, in addition to cat options. These technological advances appeal to consumers who are looking for a durable product with antibacterial properties.

Likewise, another feature consumers desire is durability.

Unique materials and innovative assembly techniques are resulting in beds that can withstand even the toughest chewers. This appeals to consumers because a more durable bed will last longer, delivering a greater return on their investment.

One example is the chew-proof products from K-9 Ballistics. Made from military-grade nylon, the machine washable beds have a zipperless design. The material resists stains, hair and food particles, and repels water and sunlight, making it work indoors or out.

For owners who take their dogs camping or hiking, Ruff Wear offers durable, flexible options. The Mt. Bachelor Pad option rolls up and can serve as a car seat cover as well as a dog bed. Designed for camping, the Flophouse Foam Pad provides a strong mix of functions. It is a portable, comfortable pad made from foam layers with varying levels of density offering support while still maintaining a thin profile that won’t pack down or flatten over time.

According to the company, “it’s also completely washable and quick drying. Just hose it off, hang it up, and the integrated drain holes allow water to drain and the bed to dry out quickly.”

Solving Health Problems

Dog beds are also available in materials that meet a dog’s health needs.

For example, orthopedic beds are a big trend among consumers looking to make their older pets more comfortable. Pet Dreams manufactures dog beds with memory foam to provide an orthopedic solution.

“Not just a layer of memory foam, Ortho-BLISS is 100 percent memory foam clusters to provide the very best orthopedic support and comfort,” according to the company’s website.

Consumers looking for this type of dog bed are willing to spend a little bit more per piece if they feel their dog will benefit from the orthopedic solution, experts say. Similarly, beds with built-in heating functions appeal to owners of older dogs who are willing to spend more on a bed to provide their dog with comfort and assistance.

Eco-friendly dog beds are also becoming more popular, Kimball said. Fabrics made from sustainable materials, like bamboo, and fills that are made from recycled materials are gaining market share.

Bowsers’ Eco Buttercup bed is one example. Made from heavy-weight Berber fabric, the bed becomes a nest for pets when the owner pulls the strings that encircle the top to make the bed small and cozy. The opening can be adjusted by loosening or tightening the pull-string. According to the manufacturer, each bed diverts up to 20 soda bottles from landfills.

However, in addition to functionality, consumers are also looking at the image factor.

“Our customers are looking for a bed that merges style and function; something that’s high quality and looks great in their home,” Kimball said. “Much like any other piece of furniture it has to look great while at the same time meeting the demands of daily use, which is important when it comes to something used by our four-legged family members. Contemporary and modern designs have been doing particularly well this season.”

For those dog owners who crate their pet, Den Haus offers bed and crate combinations that are designed to look like a typical piece of furniture. The crates, available in wooden, fiberglass and metal designs, mimic the appearance of a designed side table, yet they open up to reveal a cleverly hidden den-like space.

When it comes to beds, dog owners  are looking for more than just a pillow to toss in the corner for their companions. Purchasing trends center on functional features like durability and antimicrobial properties, and style features like fabric choice.

Consumers look for innovations in materials, like orthopedic memory foam options and eco-friendly fabrics and fills. Overall, experts say, owners want to feel like they are spoiling their dogs, and consumer purchasing trends reflect that a comfy, stylish dog bed is one way to do that.

Maggie Marton is a freelance writer who covers pets, the pet industry and lifestyle topics. She lives in Indiana.

Misreading Pet Food Labels

A new study conducted by petMD shows pet nutrition is a confusing subject for the average consumer, which leaves it, in part, for retailers to help educate them.
The five key findings include misunderstood terms, feeding trials, misidentifying potential allergies, an under-appreciation of balanced nutrition and skepticism of label accuracy.

According to the survey, 57 percent of respondents look to pet food labels for information about the ingredients in their pet’s food, but what is written is often misinterpreted.

“Understanding how to feed our pets properly is critical to their well-being,” Dr. Jennifer Coates, a spokesperson for petMD, said. “This knowledge gap is worrisome, but also represents an opportunity for improving the health and longevity of our beloved companion animals.”

The first key finding of the study was misunderstood terms. A majority of survey respondents said they believe that animal hair, teeth and hooves are included in meat by-products, when in fact, the Association of American Feed Control Officials expressly prohibits these body parts from being included as a by-product used in pet food.

Second was feeding trials. While the majority of pet owners look to the label to learn about ingredients, they failed to look for other key information.All AAFCO approved pet foods must display a statement indicating how the pet food manufacturer determined that particular diet would meet the needs of pets. This can be done via a formulation, or by actually feeding the food to animals.

The third finding shows owners are misidentifying potential allergies. More than 40 percent of respondents cited grain ingredients as the most common allergens in pet food, with more than 30 percent specifically implicating corn.

Fourth was an under-appreciation of balanced nutrition, with 69 percent of respondents recognizing that protein is a key nutrient for pets. Of the respondents, 2 percent named fats, 3 percent named carbohydrates and less than 25 percent named vitamins and minerals.

The last bit of confusion was over skepticism of label accuracy. More than 70 percent of pet owners surveyed believe pet food labels do not list all of the ingredients.

However, AAFCO regulations mandate that every ingredient in pet food be included on the list, from the biggest to the smallest contributor, by weight.

Your Best Customers

Editor’s letter as published in the March 2013 issue of Pet Age.

Whether it is designer shoes and handbags, or kitchen appliances and countertops, most women love shopping,

It might be an unfair stereotype, but it’s also a hard one to argue with when you look at all the statistics. According to an article on TheNextWeb.com, women account for 85 percent of all consumer purchases, including everything from automobiles to healthcare.

Those stats were, in part, the inspiration behind this month’s cover story about marketing to women. Since they make up a majority of your customers, you should not only know what to do to get them into your store, but also how to court them into becoming loyal, repeat customers.

Personally, I’m not a fan of shopping. I would much rather be outside kayaking than walking through a crowded mall. Unless, however, I am looking to buy something for my dog, or a friend’s pet; then I could spend endless hours walking up and down the aisles of a pet store.

You could say I’m a little obsessed.

Five years ago, a few weeks after I got my dog, I attended a journalism conference in Portland, Maine. My best friend and I built in an extra two days to do a little sightseeing. At that time there were three different stores that sold pet items. Of course, I had to stop in each one of them, look at all the products, read all the labels and play with the various toys to see if they could withstand Toby’s chewing habit.

I walked out of each store with no less than $30 worth of items, including treats, toys, collars, leashes and even a custom name tag.

Not surprisingly, I fit the exact customer demographic marketing experts talked to our assistant editor Jason about for this month’s cover story.

According to research conducted on behalf of DoggyLoot.com, 92 percent of their customers are unmarried females with no children who work full-time and have a bachelors degree or higher. Those are some pretty specific statistics that also ring true throughout the rest of the industry.

In fact, the American Pet Products Association’s National Pet Owners Survey 2011-12 showed 76 percent of women are the primary shoppers for pet products, while men account for 23 percent.

We talked with both marketing experts and retail stores owners to find out what makes the female customer tick. What do they think about when making a purchase, and what is it that they are looking for when deciding where to shop?

March is National Women’s History Month. To mark it, we profiled several female store owners from across the country, asking them about their careers and sharing their story of how they got into business.

It was very inspiring to read their responses to my questions. Some of them left  corporate jobs, and took a leap of faith, while  others saw a need and filled it. Each of them have a unique story to tell about how they got started, and business tips to share with other retail business owners, as well as those thinking of becoming one.

But, they all did have one thing in common: they followed their passion – a passion that is rooted in their love of pets.

Bigger and Better

Publisher’s letter as published in the March 3013 issue of Pet Age.

While I may work in the pet industry, no one knows our pets better than my wife. She is the one who feeds them, cleans their cages and shops for them. In fact, it’s a trend I’ve noticed all around my New Jersey town, as well as in other cities when I’m traveling.

In many cases women – single, in relationships or married – are the ones making the purchases for the pets of the family.

According to statistics from the American Pet Products Association, 76 percent of all pet shoppers are women. Even when you break it down by pet, women are always by far the primary shopper for pet products.

This is a trend that we, at Pet Age, could not ignore and we believe that store owners shouldn’t ignore either. So, we decided it was important to write a story about marketing and selling to women, which you can find on page 36. We hope it inspires new ideas for your marketing and selling strategies. Possibly even how to lay out your store differently to attract more female customers to your location.

On the Web Extra page of our website, you will find an article about the APPA Women’s Professional Network, a group devoted to helping women in the pet industry network with each other. In the article are instructions for both men and women on how to join the network. It also goes into the benefits of joining and why people should join.

As I mentioned before, my wife does the majority of shopping for our household, which has been extremely helpful these past few months, and I can’t thank her enough for it. Because of it, I have been able to really focus on Pet Age, its growth and building a strong team.

We hired a western states sales account executive a few months ago, and will be expanding our sales team soon.

In January, I attended the Pet Industry Distributors Association’s 2013 Management Conference in California, where I networked with various industry leaders, and showed off the new Pet Age, as well as talked about our digital products.

Speaking of digital, after just a few short months on Twitter, our handle was named a runner-up in the 2012 B2B Twitterer of the Year Awards in the B2B Publications category. The awards, in their fifth year, are given to qualified, nominated entries, and the judging is performed by a panel of experienced B2B veterans, with the focus solely on B2B, according to their website.

The award is a testament to how dedicated our staff is about providing pet industry news and information across all publishing platforms, including digital and social.

Also, on a personal note, I was named number three on the Pet Product News International’s 25 to Watch in 2013 list.

I want to extend a sincere thank you to Pet Product News, as I am humbled to be placed on that list. It is a great honor to have received and one that I hope to live up to.

– Craig Rexford

Keeping Up With the Bottom Line

You didn’t open a pet retail store so you could experience the job of business record-keeping, did you? There’s nothing unusual about that, but not liking to spend time keeping records doesn’t absolve a business owner of the responsibility of doing it.

Retail consultants say it’s very common, however, for business owners to spend far too little time keeping up on their records – and not just financials – and to lose significant profits as a result.

Sher Graham, chief knowledge and energy officer for the Mobile, Ala.-based Synergy Solutions Group, said far too many small business owners fail in this area.

“Most small businesses – and I’ve been a consultant over 40 years – do not see how valuable proper accounting processes and procedures and guidelines are in building a small business or an entrepreneurial venture,” Graham said. “It seems to be the last, and it’s definitely not the first, of their priorities.”

For J.R. Wright, a Cedar Rapids-based consultant who helps small businesses through the organization SCORE, good record-keeping answers many of the questions retailers often scratch their heads and ask themselves when the business isn’t performing as it should.

“Our P&Ls have 20 different lines on them, and I compare them to see what was out of line, and I could look at them and see that a certain number was way off,” Wright said. “An owner needs to do that every single month to see what’s out of line before it becomes a big problem. That way, cost control will work for rent, for utilities, repairs, day-to-day, month-to-month maintenance.”

Good records also reveal opportunities for savings that might not be obvious to retailers.

“The other thing record-keeping would be very valuable on would be the depreciation of equipment,” Wright said. “For a shoe store, most people don’t think there are a lot of expenses or issues there, but there’s countless equipment and shelving and fixtures that need to be eventually depreciated to zero for tax purposes. That’s a very valuable thing to know.”

Inventory is an especially important area, not only for accounting of costs, but also to help retailers understand which of their products are really driving their profits.

Bob Checkaneck, a SCORE consultant based in Myrtle Beach, S.C., says pet retailers can use inventory to set their merchandising strategies.

“Everything is measured in a term called turns,” Checkaneck said. “How many times do you turn over your entire inventory in a year? Very simply, a business that’s not doing well will have one turn. A business that’s doing well will turn over the inventory four times a year. And businesses that are doing eight turns a year are rolling in the big bucks without question.”

Good record-keeping is the key to knowing which items drive your inventory turns.

“The Gap has got certain items, like their chinos and their jeans that are 20 percent of their inventory and bring in 80 percent of their sales,” Checkaneck said. “You’ll very rarely see a discount, and if you do, it will be like 10 percent. Other items, you’ll walk in there and every 30 days they’re discounting it again. Why keep your retail space stocked with items that are not selling?”

The technology available for business record-keeping is very capable, but not everyone is comfortable using it – or using it to its full capabilities. Experts say you have to get over that.

“It’s not just keeping the software current but learning how to use it to the best of their ability,” Graham said. “I have a lot of clients who will ask me the best kind of software to use. Some POS systems may not go into your back office or your Quickbooks. Some business owners are more proficient and they like to do that because they understand the need, but others look at software and technology fearfully. I have it on my computer, but I don’t know how to use it.”

Checkaneck emphasized the time savings and jewels of information that can come from good inventory technology.

“I don’t care what size your store is, the key is to utilize technology,” Checkaneck said. “People go in and they’re doing inventory once a month. We’ve got technology now at all different levels, and the first thing when something comes into your store, it should be bar-coded, and every time you touch it you scan the bar code and record the data electronically. It will take you from two days of hand-counting inventory to about a half-hour. It will also tell you, while you’re taking your inventory, what are those 20 percent hot sellers, and they’ll watch how many times those turn over each month.”

Graham also emphasized that pet retailers need to keep a record of their procedures. Otherwise, functions like employee training, which should be simple, can become nightmares.

“It’s critical for pet store owners to be accountable for how they do business,” Graham said. “That includes how they manage their money and their revenue coming in as well as the money going out, both accounts payable and accounts receivable. Any process that’s in place with customer checks and credit cards, all of those processes need to be written down so that as they hire employees, those employees can be trained and educated on what the policies are for the company. And that’s something that doesn’t always happen.”

Dan Calabrese is a freelance journalist and syndicated columnist based in Wyoming, Mich. He covers a wide variety of industries, including pet retailing, trucking, logistics, railroading, construction and economics.

The Learning Never Stops

Ijust returned from the National Retail Federation “Big Show” in New York. It is an absolutely mind boggling experience.

The show floor takes up the entire Javits Center. Anything and everything having to do with retail is there.

It is the perfect place to find used POS equipment, carts, time and attendance software, fixtures, sign making software and hardware, mobile solutions, credit card processors, literally anything you can think of to help retailers, and not just for the big boys. I got plenty of ideas and names for stuff I may be able to use.

The NRF also puts on a whole day of sessions especially for independent retailers. For me, it is the highlight of the show. You cannot feel anything but inspired after you listen to a few of these folks. I don’t care who you are, you need to feel inspired every once in a while. For me, it is nourishment. I come away with a gazillion ideas (most of which will never work) but my mind is recharged and ready to try and make my business better and more loved by my customers.

Since you are an avid reader of my columns, you know I am on the board of the NRF. This was my third meeting, so I am now pretty comfortable with my board “peeps.” The board meeting was very interesting.

What struck me as the biggest “duh” was every retailer in the room has the same problem – getting employees. Did you know that retail employs one in four people in the U.S.?

So there is a pretty good sized outreach to colleges, and even high schools about trying to raise the perception of a retail career. Retail is not on the “sexy” list for most young people. The image is standing behind a register for the rest of your life. Fact is, retail is lots of IT (somebody has to design and run the computers), design, manufacturing, management, logistics, etc.

I chuckled to myself as I listened to our chairman, Terry Lundgren from Macy’s, talk about what they are doing to encourage young people to go into retail. Why did I chuckle? He has, are you ready, 170,000 employees! Can you imagine?

I sat next to the chairman of Tractor Supply, who is a very nice guy. On the other side of me was the CEO of BJ’s Wholesale Club. I asked her where she was staying.
Where do you think? She is CEO of an $11 billion company. The Four Seasons? The Ritz? Maybe The Plaza? Nope, the Comfort Inn. I said, “You’re kidding, right?” “Nope, BJ’s is a value conscious business. How would it look to my customers and employees if I stayed in a fancy hotel she said?”

Right, silly me. It’s that culture thing. The cool thing about her is she walks the walk. Look her up on Google – Laura Sen. Read her history and interviews, it is a wonderful lesson on leadership.

Getting back to the sessions, it blows my mind that there aren’t more indie retailers there of all industries, to take advantage of all they offer. I am not preaching to you, I am stating a fact. You cannot learn new things sitting in your store. There are conferences all over the country that have great speakers. I was in sessions with folks from our biggest competitors. They understand how important it is to know how to reach today’s consumer. I heard case studies from companies that use all kinds of marketing tools. These folks don’t give away secrets, but they give you enough basic ideas of how, and why you need to do certain things.

Even at our industry shows the folks who put these on go to great lengths to get speakers who are there to help you grow your business. I don’t believe there is a single reader out there that won’t learn something from at least one of the sessions at a trade show.

This year I learned how to get the attention of customers who are walking down an aisle. I also learned how to get folks to walk down an aisle that is getting no traffic. Most importantly, I learned how to engage with my customers on the level they want to be engaged with. That info is worth untold dollars. It will become my secret weapon in my stores.