Spring and summer are often the most uncomfortable times in the year for a dog. Uncontrollable scratching leads to hot spots, skin abrasions and even hair loss. Your customers will be rushing into your store looking for solutions… do you have them? If not, there’s still time! Controlling the scratching requires a holistic and integrated approach and this is a perfect time to stock your store with merchandise that helps to alleviate allergies and itchy skin.

It’s also a perfect time to work on your displays. By the time customers walk into your store, they are probably desperate to help their dog. You can make their lives easier by: · having all of your anti-itch and hypoallergenic foods displayed together · educating yourself and your staff on each of the products you’re recommending · creating an anti-itch prepack that bundles key items together at a discount. Remember, predisposition to skin allergies is inherited, and many breeds, such as terriers, Dalmatians, golden retrievers, schnauzers, and poodles, are more prone to allergies. A key point to remember is this: There is not a cure for allergies just ways to manage the allergy. Here are the Categories of products that should be part of your anti-itch arsenal. Food like that from the Honest Kitchen that offers a no-grain diet. Treats that are wheat, corn & soy free—like those from Dogswell. Dog Grooming Supplies- dogs should be regularly brushed especially during the spring and summer. Since most seasonal (environmental) allergies are due to contact with the skin, daily brushing helps to remove pollens grasses and other allergens. It will also improve circulation to the affected area to which will speed up healing. Supplements that include fatty acids (like omegas) and herbal products that help to eliminate toxins. Dogs and human eliminate toxins differently. We sweat them out and since dogs don’t sweat the toxins need to be eliminated through the kidneys and bowels. Topical Products. Happytails offers a full range of topical products to help during allergy season. Here’s a run down: • Comfy Dog Oatmeal Shampoo for Dry & Itchy Skin- helps relieve minor skin irritations caused by insect bites, poisonous plants and allergies. And contrary to popular belief, washing your dog MORE often may actually be helpful in relieving itchy skin. Since environmental allergens are usually absorbed through the skin, weekly bathing can prevent itchiness, washing allergens away before they get a chance to penetrate the skin. TIP- don’t blow dry your itchy dog as it may exacerbate the problem. • Fur Butter - an ultra rich deep conditioner with lots of oatmeal- use this one after Comfy Dog. Has oatmeal, aloe, burdock and other herbs to help with itchy skin, relieve inflammation and it leaves the coat super soft & silky! • Itchin’ For Relief - this is an anytime spray on anti-itch spray. Even though you feed your dog correctly, brush their hair often and do everything you’re supposed to, your dog is still going to scratch. Spritz on some of this all natural spray, perfect for flare ups and generally itchy skin. Helps with inflammation and with putting moisture back in the skin with ingredients like neem, oatmeal, litchi, aloe and more. • Flea the Scene is a skin soothing insect spray with sunscreen. This all natural spray helps to keep fleas, tick and mosquitoes away for up to four hours and it also has a sunscreen. Did you know that dog’s can get sunburned too? Flea the Scene is also great to use on horses and even on yourself! • bowWOW Butter Balm is a quick relief spot treatment- this blissful balm is shea butter based and very moisturizing. You can apply it on areas where the hair has fallen out from too much scratching, directly on to flea bites or any other area of discomfort. It contains aloe, boswellia serrata which helps with inflammation, just a touch of tea tree oil, and more. (Great for your own dry cuticles, elbows and even makes a great lip balm!)

With warm weather approaching, it’s the perfect time to host an event or two in your store to build community, entice people to shop in your store, and to just have a good time!

This is a list we compiled of different events around the country specifically designed for hounds and humans.

Mutt Mingle – Once a month event where people and their dogs are invited to come socialize at the store, snacks & drinks available.

Paws on the Patio – Pet Adoptions

Vet Days – The first Sat. of every month vets are available at the store to perform routine stuff such as shots, clip nails and more

The Anti Super bowl Party – Champagne & cupcakes served, 25% off all non sports related merchandise (which is basically the whole store).

Compliments of Pussy & Pooch in Los Angeles, CA

“Canines and Cocktails for a Cause ”

Loews Annapolis Hotel and Paws Pet Boutique host “Canines and Cocktails for a Cause,” a summer-long series of fund-raisers in Annapolis to benefit area animal shelters and other causes.

Each dog-friendly Friday night event will have its own theme (not to mention “cocktails, appetizers, mocktails and Snoopy snacks.”) and will run from 5 p.m. to 8 p.m. at the hotel.

Some of the Themes include:

• “ Bark and rejoice.” Prizes will be given for unique barks. With nearly 60 beagles seeking homes, representatives will be on hand to answer questions about Westminster’s top dog. Proceeds go to Beagle Rescue of Southern Maryland .

• “Black is beautiful .” Black dogs are the focal point, but dogs of all colors are invited to attend. Pam Townsend, a board member of SPCA and Humane Society of Prince George’s County, has published Black is Beautiful: A Celebration of Dark Dogs , a book that touts the beauties and desirable traits of black dogs, which statistically tend to be the least likely to be adopted. Proceeds go to SPCA/Humane Society of Prince George’s County.

• “Wagging contest.” Dogs will partake in a tail-wagging contest. Prizes will be given and guests enter raffle drawings. Proceeds go to Fidos for Freedom , which provides companionship to residents of the Baltimore-Washington area through specially trained service, hearing or therapy dogs.

• “Ice cream social.” A doggie ice cream-eating contest will be part of this event, proceeds from which go to Mid-Atlantic Westie Rescue .

• “Fashion show.” Dogs will take to the catwalk to model the latest fall styles from Paws Pet Boutique. Donations will be made to Modest Needs

Compliments of Paws Pet Boutique which raised over $13,000 in 2007 for pet-related causes .

Health, Wellness & Spaw Day With Doga Yoga!
The event will feature valuable health and wellness advice from pet nutrition experts, pet massage therapy demonstrations, dog behavior and obedience advice, calming aromatherapy treatments for dogs and cats, free refreshments, tray-passed wholesome dog treats and giveaways. A portion of the day’s proceeds will be donated in-kind to local animal welfare organizations. Free pet massage therapy from 11-3PM. Massage is a powerful tool to improve the physical, emotional, and mental health of your dog. Dogs naturally seek, and readily accept, the power of touch for healing and comfort.

For the best spa products to use during your Spaw day try Happytails Canine Spa Line

Beagle Mingle & Howling Contest
Join us for a howling good time. Bring your beagles and join us for a howling contest. Prizes will be given for the longest howl, loudest howl and most entertaining!

Mutt Mingle
Would you like some fleas with your whine? Enjoy cheese and wine tastings for you while you pup enjoys Fido Friendly vino and treats. Oh what a night!

Herding Dog Day
Enjoy a fun appreciation day for border collies, aussies, heelers, Old English Sheepdogs, Shelties & Corgis. Learn more about your breed, current sports they excel at and where your dog came from and what they grew up herding. Plus, meet other herder parents like you, receive 10% off your purchase and mutts more.

Ain’t Nothin’ But A Hound Day
Grab your hound and come on down for a fun hound day. Enjoy free goodie bags for canines and light refreshments & snacks for humans as well as “Pup-paw-razzi” will be present. Plus, enter your hound in the howling contest at 2 pm.

These were compliments of Muttropolis in Solana Beach (San Diego) CA

WOOFSTOCK is an fundraising event we host every summer, on the coast of Maine. We team up with the Rotary Club for a day of pet-related seminars and demos, which in the past have included a pet communicator, agility demo, vet seminars, flyball demos and family fun pet show.

There are usually between 6-8 shelters/rescues in attendance, all of who host services/activities at their tables. We also have between 30-35 pet-related service and product vendors, as well as a Silent Auction with items donated from our vendors.

In the past 3 summers, we have donated over $15,000 to the shelters/rescues in attendance. Every cent from this event is donated to them. Our best table last year was “taste testing”. Evangers, one of our food companies, donated a case of food to the shelter of choice if an attendee was willing to eat half a can of dog food. We donated over 40 cases of food!

We have great turnout- last year we had over 500 people and their dogs in attendance, and it is a great way to give back to the community and get the word out about pet adoption. And…its FUN!!!

Compliments of Aubrey Martin of The Animal House

Battle of the Rescue Groups!

We’re hosting a big event in our parking lot - the 1st Annual South Austin Rescue Rescue! We’re having 7 rescues out for a “friendly competition” to see which rescue can pull in the most attendees and thus the most donations!

We have 3 live bands playing and our posters are more like concert posters than “rescue event” posters - they ROCK!

The rescues can sell merchandise, have kissing booths, whatever they want that they think will bring in the most donations. The “winning” rescue will receive 180 pounds of dog food from Nature’s Variety, vet service certificates, dog washes, training and daycare days for foster dogs, and more!

The remaining rescues will receive 10% of sales from us, the coffee shop next door, and 5% of sales from the bike shop next to us - it is going to be a great time! Our parking lot will be closed off and everyone is of course allowed to bring their dogs on leash to enjoy the music and the day! =)

Compliments of The Furr Factor

SHOP FOR A CAUSE

We are planning Shop-for-a-Cause Events. We will do this once a month and a portion of all proceeds will go to a non-profit, dog related organization. We will have reps from the organizations and dogs available for adoption on hand. We were also thinking about doing 2 Wild Card nights each year where the customer can pick the organization of their choice instead of a predetermined organization.

Compliments of Must Love Dogs Boutique & Spa

BEST IN SHOW

We are an in-home pet accessories party biz. We always donate a portion of our profits to animal welfare, but we are planning a special event “movie night” party when we will screen the all time favorite “Best in Show”. Our products will be set up thematically, (spa, toys, treats, etc.) to go along with the film. Popcorn, ice-cream, movie snacks served, and a follow up contest for a “Best in Show” photo of a dog using one of the purchases from the evening!

Compliments of Pawsh Parties

Other Themes

Yappy Hour

Maltese Meet Up

Pug Pick ups

Powder Puff Days

FUN DRINK IDEAS

• Key West-Highland Terrier,
• Bichon Bellini
• Wide Awake Whippet (with a kick of espresso).
• the Spaniel, a mixed drink with Grey Goose vodka, Lillet Blanc fortified wine and Plymouth gin
• Chocolate Labrador martini
• Poodle colada

digPETS is an online distributor that sells only high end products. Currently they distribute the complete product line of over 20 luxury pet brands. Unlike other wholesale online sites, digPETS actually warehouses all of the products they represent so you only pay one shipping fee. Not only is it one stop shopping for you but imagine what you’ll save in shipping costs and avoiding individual manufacturer minimum orders. “A retailer can order items from several manufacturers, if they want to,” said Andrew Kroll, digPETS’ director and founder. Since digPETS stocks the inventory, packs the order and ships it, the retailer pays only one shipping charge, all without any handling charges. “Our retailers can order online from our partners at www.gotorovers.com, fax their order in or call us direct during normal business hours.” Other benefits of digPETS are that they will drop ship to your customers at no additional charge and normally the order ships in 24 hours. digPETS is in

Tampa, FL and can be found at www.digpets.com or email info@digpets.com for more information. By the way, happytails spa is distributed by digPETS which is perfect for all east coast customers looking save on shipping (happytails ships out of Los Angeles).

Other online wholesale ordering services include www.wholesalepet.com. This company is by far the most established and well known. Like digPETS, buyers can enjoy one stop shopping but then orders for each brand are sent to that manufacturer to process and ship. In other words, Wholesalepet does not distribute products; rather they are a very effective conduit between the buyer and seller.

Currently Wholesalepet represents close to 200 manufacturers, including happytails Canine Spa Line Another unique feature to Wholesalepet is their message board. Store owners from all over the country post messages about inventory needs, what sells and doesn’t sell recommendations and more. Wholesalepet.com has developed into quite a community of loyal users.

The newest service around is Petmanufacturers.com. Based in New York Petmanufacturers.com is a new high tech, user friendly platform for qualified pet retailers saving them both time and money. From what we could tell there are about 142 lines represented on this site. The unique thing to PetManufacturers.com is that it allows manufacturers to post product training and tutorial videos. Visit www.petmanufacturers.com for more info.

Roversrepsonline.com has been around for about two years. In just a couple of weeks it will be changing its name to GoToRovers.com. This site was the brain child of three entrepreneurial pet sales reps who decided to add an online component to the sales they were already getting in the field. Like the other online sites GoToRovers.com is a convenient, one-stop, online web site where retail pet store owners and operators can find free industry related services and purchase from thousands of pet supply products and gifts, on line, 24 hours a day. GoToRovers.com also is the home of digPETS.com which was mentioned above. There are other wholesale ordering sites around but these are the main ones and all offer an easier way of ordering than going vendor to vendor. Keep your eye on digPETS.com. We think it’s really offering something unique and different to the pet industry.

By Emily LambertMarch 2008–Is the “trend” of luxury pet items on the decline? Certainly if you’ve been reading industry trade magazines you might be under the impression that pet boutiques are doomed and consumers are going “back to basics.” Most industry experts agree that the space for high-end pet items was at it’s high around 2005-2006. But in 2007 it did “seem” to cool off a little…Or did it?

The APPMA 2007-2008 National Pet Owners Survey says pet ownership and spending on pets are at an all time high, an estimated $40.8 billion in 2007. Increased Competition So why then does it seem that luxury products for pets are cooling off? One theory is increased competition. Since 2005 every category of high end pet products (bedding, spa, apparel etc) has at least doubled the number of manufacturers. Retail outlets are also popping up everywhere. In 2004 there were only two high end “pet boutiques” in West Los Angeles (depending on your definition of pet boutique.) Now there are at least eight, said Lorna Paxton co-owner of Happytails. “And there were maybe 2 or 3 “spa” lines out there. Now I’ve lost count!” So although consumers are continuing to spend, the dollars are being spread thin. Manufacturers may receive smaller orders from more stores. Why? It could be because those same stores who used to place larger orders now have competition on every corner vying for the same dollars. On the other hand, a January Pet Age article states that based on a survey they conducted, pet boutiques may be on the decline. Economic Woes The number of pet boutiques represented in Pet Age magazine’s “2007-2008 Retailer Report,” survey were half of what they were in their previous survey (in 2005), dropping from 18% to 9%. Pet Age also reports the gift/boutique category fell from the list of the fastest-growing product categories. The article cites reasons, such as, “customers responding to general economic woes by going back to basics” and “too much out there,” regarding products in the marketplace.  In a March 2008 article Pet Product News says that pet owners indicated that if financial constraints led them to reduce spending, they would cut back on pet luxuries, such as toys, pet fashion and professional pet care such as day care and walkers, grooming and name brand pet food. This was according to an online survey of 665 respondants on Dogchannel.com But we wanted to know more. So we conducted our own research. The forecast After interviewing boutique owners around the country we found out the forecast is anything but glum. In fact, many retailers say their boutiques are thriving despite our slow economy. Tina Musselwhite, owner of Gourmutt’s Bakery in Raleigh, NC says “We moved into a larger building last September and expanded more into boutique things. We are seeing growth constantly,” she says. “We’re hearing ‘recession, recession, recession’ but we don’t see it.” Sandra Caldwell, owner of Three Dog Bakery in Phoenix, AZ, has owned her boutique for over 10 years, and says the same thing: “My business has progressively increased.”The increase in consumer spending shows that dogs have taken on an elevated status in our society. “It used to be normal for us to wash our dogs in the back yard with a hose, and feed them the cheapest food you could find. Nowadays it’s much more main stream to care for our dogs with products that have better, more natural ingredients,” says Kevin Fisher, co-founder of happytails Canine Spa Line in Los Angeles, CA. Perhaps boutique products are becoming less of a fad and more of a way of life. Fisher added, “this is like the internet bust in the late ‘90s. But even after the big bust the internet is still here and stronger than ever. The internet is no longer a trend or fad, but a normal part of everyday life.”He says the same thing is happening with high end pet products. “Store owners are worried that consumers are going back to basics but what’s happening is the hype is settling down and the entire level of pet care has risen.”   Pet food ingredients have become especially important since the food recall. “I think when the food thing happened, it pushed people to go to boutiques,” says Chris Price, owner of D.O.G. Pet Boutique in West Hollywood, CA, “because boutiques cater to the individual dog versus the masses, with their one size (or brand) fits all approach.” A blog on the Small Business Trends website on December 20th, 2007, from a National Pet Press writer, voiced pet owners are no longer willing to trust large corporations that produce pet products. “Instead of being spoon fed by advertising, pet people are doing a little research.” Back to Basics While there is much good news to be had, some boutiques are reporting the “frou-frou” is on the way out and basic items are taking over. Daisy’s Delights Barkery &  Boutique sells two sets of collars, a faux-leather, classic style from Bark Avenue and a “bling” line. The classic style is selling much better, says owner Gina Newman. “People are still relating to their dogs like kids, but it’s less posh. I’ll sell a leash and a collar before a carrier,” she adds. While Caldwell says her spa line and grooming tool selection are selling well, clothing is a trend she sees going out. In a February 2008 Pet Business article Maggie Marchese, VP at UPG Companion Animals predicts that while economic woes may cause a downturn in some “trendy” categories such as pet apparel, sales of everyday necessities should remain strong. However, Bob Vetere, president of the APPMA thinks that retailers shouldn’t count out the luxury-products segment just yet. “I think eventually this segment will start to level off, just because there’s only so many things that you can come out with,” he says “But because you still have such a large chunk of baby boomers reaching the point where their children are leaving home and they’re looking for something else to dote on, this will continue to feed the boutique and high-end segment for at least another three to five years, I think” So, what should a boutique owner do with all of this information? Synthesized down, it means that products that have a purpose, solve a problem or fulfill a need are keepers. And luckily there are lots of high-end products available that look cute and trendy and also solve a problem—these are the products you want to buy. And there is so much available that you don’t have to carry the same brands that Petco or Pet Smart offer. Be different. “When we develop a new product we always ask ourselves what problem this product going to solve” says Lorna Paxton of happytails. “We know that our upscale packaging may get the first purchase but it’s the stuff inside the bottle that will get the repeat purchase.” When selecting merchandise for your store, this is what you should be looking for- products that have style and function. So as for “boom or bust,” many pet boutiques are still seeing “boom.” And even if we fall into a deep recession, as Caldwell says, “People love their dogs. Even when they’re tightening their belt.”

Written by Ana Lydia Ochoa, padma media & marketing, and proud mother of Chatito, a grey pug 

There’s a sense of pride when a Latino says “tenemos todo en casa,” which loosely translates to “we have everything in our home.”  Whereas, the American culture has an endless need to simplify or outsource its life, Hispanic consumers take pride in having everything they need at home.  It isn’t a matter of saving money or ‘saving time.’   

Taping into the ‘pride’ of Hispanic consumers when they shop for pet care items, food or other ‘must have’ pet products, you can maximize your sales, and most importantly, establish a relationship with a loyal consumer. 

Already the nation’s largest minority group, the U.S. Hispanic population will triple in size to 128 million by 2050, making up 29 percent of the U.S population, according to projections by the Pew ResearchCenter.  And, a survey conducted by the Humane America Animal Foundation in Los Angeles, California shows that over 14 percent of Latinos have a dog. 

Do the math – you are loosing a valuable income base if you are not creating marketing programs and outreach initiatives to reach to the Hispanic consumer.  Most importantly, do you carry products that would interest a Latino pet owner? 

Latinos may not consider a pet as an additional family member – yet.  But, Latinos take pride in having a healthy pet with ‘everything’ it needs at home.  Think ‘large/oversized’ food bags, shampoo, outdoor doghouses & fencing, nail clippers and vitamins.  

This hodge-podge of products, a variety of established and well-known brands and a genuine interest in helping the consumer navigate the shelves without being overbearing, will instill a level of trust that will create sales for you. 

Think of this ‘real’ scenario of two pet stores that opened less than 200 ft from each other in a small suburb of Los Angeles eight years ago.  The first store carried well-known, nationally recognized pet food brands in large sizes, a variety of pet shampoos and pet toys for large breeds.  The second store carried a variety of pet outfits, cutesy collars and a variety of squeaky toys. 

The first store had amazing service, the second ‘assumed’ that the Hispanic consumer didn’t have the disposable income to purchase their products.  Fast forward to today.  The second store closed.  But wait!  The first store relocated to a 1,000 sf location directly across the street from their original location – more than eight times larger than their original store.  The second never reopened. This larger location has now increased their product mix to now include ‘some’ pet outfits and a sampling of newer organic pet care lines.  They have also added premium pet care products, bird feed and cages, among other items. 

Their success began with their service and understanding that the client was the guide to which products to have, or not.  Consumers trusted their advice and when it was time to ‘sell-up’ the consumer listened.  How could they not?  The store had served them well and had the products that the other (local) competing pet store didn’t.   Although Asian immigrants that did not speak or understand Spanish own the store, they eventually hired bilingual salespeople.  To further strengthen trust with the local community, the store also advertised in the local Hispanic newspapers and created a loyalty card. They did not see marketing as an additional expense – it was a tool to grow their business.  And grow it did! 

Although I am no longer a regular shopper to this great success story, my mother shares with pride that Chico (her American Bulldog) “tiene todo en casa” to be a happy, healthy and well-maintained dog, by shopping regularly at the local pet store.  Her recent purchase, including a “Kong” was, of course, recommended by a salesperson. 

Padma media & marketing meets the communications, marketing and advertising needs of consumer-products, entertainment, fashion and beauty companies, by creating strategic communications initiatives that target the youth & urban markets, trendsetters, professionals and female consumers, with a specialized emphasis in the U.S. Hispanic consumer market.  Our agency name uses the Sanskrit name for lotus flower, padma,to symbolize our commitment in bringing clarity to our clients messages, and to help them emerge as leaders in their category.