Pet Specialty Blog

Archive for the ‘Indie Advantages’ Category

Merchandising Real Animal Squeaker Mats

Real Animal Squeaker Mats – The secret to showing these guys off is to highlight all of their features and benefits. By varying the surface that faces out, the customer may see the durable multiple-squeaker mat, the giant grunt tail, and the high-quality faux fur. Get creative with a tag gun and some “C” hooks to show the animal faces!

Merchandising Tail Teasers

Tail Teasers – These show stoppers catch the most attention in the Kyjen free-standing display – good graphics and color in a go-anywhere container. If you have limited space, pegs on a slat wall, peg board, or grid work well. Be certain to line the cards up vertically or horizontally on the wall. Leaving a Tail Teaser open for customers and dogs to play with is a must (watch your breakables)!

Merchandising the New Outward Hound

Outward Hound – Fresh, colorful… and lost if thrown on a shelf! Show off our new line by pairing Treat n’ Ball Bags with their matching Backpacks. Keep it simple and streamlined so the customer can focus on one item at a time – blank space may help keep the look clean. Add in some of our prints for variety; shown here are Backpacks and Fanny Packs, but we’ve got an endless assortment of bowls, carriers, and life jackets to add to the mix. By displaying a broad range of goods, you can build a reputation as the travel expert!

In an effort to be the Virtual Visual Merchandising Team to our specialty retailers, we’re launching a series of quick hints for building effective displays in your store. Capitalize on Kyjen’s latest home runs by creating great displays that your customers can’t resist!

Challenge Toys for Dogs = Game Changers in Your Store
Merchandising Dog Games Puzzle Toys and Invincibles

Dog Games Puzzle Toys – Colorful and irresistible, they tell their own story for the Challenge category. The human eye can best focus on these if you put them in straight vertical or horizontal lines with a little blank space in between. Don’t be afraid to stack a few on a shelf – we’ve put intriguing copy on all sides of the box to grab shoppers’ attention!

Invincibles – These colorful critters are an ideal compliment to the Dog Toys, as they provide another kind of play. Easy to display, the hang cards can be on the same level or at alternating heights – the unstuffed snake faces catch customers’ eye.

One of the great advantages to owning a pet specialty store is SIZE, or at least it seems so when you’re paying your lease, figuring sales per square foot, and cleaning the place…

But just try to figure out what to do with all of that exciting STUFF that companies like Kyjen have convinced you that you must have (home runs like Invincibles and Tail Teasers, to name a couple)!

I manage the sales department at Kyjen, and it’s always my goal to be the “go to” resource for merchandising tips. After over fifteen years in visual merchandising, and another fifteen in interior design, people have somehow concluded that I occasionally know what I’m talking about when it comes to “curb appeal”, traffic flow, and all of those other good things that make up a fantastic shopping environment!

Currently, I have three large hungry retrievers at home, so I spend a lot of time buying premium dog food in little stores that must optimize their small spaces. What I love most is when I see a retailer using every square inch!

Take a minute to think about this – are you using all of your wall space? Do as many of your toys and travel items face the customer as possible? Is it organized in a logical fashion that shoppers can “read” left to right and up and down?

My guess is that you’re already utilizing the floor, but what about the ceiling? A hanging grid, or even a pot rack, are outstanding vehicles for showing off hanging merchandise.

Photos from couple of my favorite Colorado businesses are attached. I hope that they will inspire you to look at your space from a whole new angle!

I recently read an article on Kodak’s last production of kodachrome film.

As the king of photographic films’ successor is being replaced with digital technology, my first thought was wow… end of a beautiful era. How can new technology ever replace such class, superiority, and richness of its’ predecessor. Like vinyl to CD’s and CD’s to ipods, the evolution of technology will carry on regardless.

Then I really started to think… Is the evolution of technology similar to that of business? As the faces of marketing transform from print to web and emails, should your branding? I hope your answer is NO!

As the world of business is constantly evolving, the basics of branding should remain the same, to name a few.

• Establish the core value of your products and business.
• Do the research and determine your purchasing target market.
• Choose which medium will best communicate and attract your target market.
• Create a face for your business by designing a logo that will translate on all mediums.

The moral to the story, I guess change is going to happen regardless, might as well embrace what comes but don’t forget what has passed.

I was walking through a large chain store the other day (it rhymes with shwal-mart) and I was looking to buy a bike helmet. I wandered the expansive mess they call “sporting goods” and came upon copious amounts of  head protection in every size, shape, and color. The only problem was they were all in boxes; boxes that were the Fort Knox of boxes. Impervious tape, twisty ties, and puzzling cardboard prevented me from trying them on and I eventually left empty handed.

I was frustrated because this should have been a relatively easy process if I were only able to touch, feel and try the product before I bought it.  It made me think, why do small stores do so well with larger ticket items? That’s easy, it’s because they let the customer feel it, touch it, play with it, before they buy it. If it comes in a box, take it out. Your customers want to know that the backpack fits their dog before they make the leap of faith we call buying. Our Starter Agility kit is a perfect example. I once went to a store  that had the tunnel set up near the entrance. This easy set up let the customers try it before they actually bought it! It was a huge success.

I hate having to sneak products out of the package and hope that security isn’t going to form tackle me in the isle for doing so. Me and your customers, are going to buy more often if they can actually touch and feel the product before they buy it.

Starbucks has taken the no-frills coffee industry and turned it into a multibillion dollar frills business. How did they accomplish this? In my opinion a key component is the ambiance they have created.

I hate to admit it, but I am one of the Starbuck’s addicts that visits every day, not necessarily because I am a caffeine addict, needing a pick-me-up each and every morning, but I have learned a deeper rooted cause. Realizing the expense of my habit, I decided to buy the fixings from Starbucks to create my own signature beverage at home for me to enjoy without the expense and the travel time – I lasted all of two days. Why, if my drink tasted exactly the same, did I return to my old habits of visiting the store?

Upon delving into my troubled self, I discovered I enjoy Starbucks because of the ambiance. I feel a connection and a sense of belonging each time I walk into the store and order my very own customized drink that the barista has made just for me. I love the soft tone of the Indie-style music, the grinding sound of the espresso machine, the soft earth wall colors, dim lighting and even the uncomfortable chairs and smaller than average table! Starbucks has done a fantastic job of making coffee an experience and an opportunity to remove the customer from the daily grind (no pun intended). Wouldn’t you love to provide your customer with this same experience at your store?

The takeaway from Starbucks – how can you create this ambiance in your store?

• Provide free dog treats for everyone. This is an inexpensive way to drive traffic to your store. Even if they do not purchase something today, you can be sure next time they are in need of the newest and greatest your store will be top of their mind.
• Water Bowls placed in front of your store. Thirsty dogs will force the owners to stop and take a look around
• Make customers feel appreciated, create a “dog testers” wall of fame featuring their pets!
• Host dog meet and greets. People who own dogs are usually very social, offer opportunities such as dog walking groups, dog play groups and maybe even a dog fashion show.
• Hire employees that are passionate, engaging and knowledgeable. Set aside time each month to train employees on your store products.

I hope this helps. Happy Selling!

One of the best parts of my job is that I get work with all kinds of photography- every day.  Our graphics team and interns (comprised of some of the most talented people on the planet!) make our products literally jump off the shelves. Why do we spend so much time and attention to images? At Kyjen, we know first impressions, “look”, and great products will seal the deal.

Product photography is not an easy task! It’s about knowing the functions of what you are selling, and enhancing the key selling features in order to attract.  Although we are experts in this field, you don’t necessarily need a degree.  However, making good impressions, knowing EVERYTHING about your products, and a little creativity will make the difference!

Below are some images of our creative gurus in action!

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If you have ever tried to buy a home or a used car, you’ll notice that you tend to be attracted toward the clean rooms or neutral color tones.  In the world of design, simplified lines and shapes with proximity are pleasing to the eye.  The Gestalt theory supports this phenomena by naturally organizing closely related objects; thus allowing the brain to visually digest information comfortably.

Enough schooling… How does all this pertain to your store? The same principle is true for any retail shopping experience.  If I see mixed sizes, unfolded pieces and unclear signage in an aisle with no visual organization, there is a high chance I probably won’t go home with anything.  The chaotic mess confuses and frustrates me as a shopper.  When I am able to freely move through aisles with a clear visual of products, packaging, and signage, I am more likely to stop, pick up, and purchase!  Keeping clutter free and a “less is more” approach to showcasing  your products will entice, thus creating a relaxing environment, and bringing dollars to the register.

Here at Kyjen, or as I like to call it “home” we make a point to de-clutter the office on a regular basis.  Not only does this make such an impression on visitors, but creates a serene, creative, and productive environment for us and most importantly… our furry friends!