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. 

 

Unfortunately for those of us exhibiting or attending Global Pet Expo this year, love is not in the air as the show falls on Valentine’s Day.  Hopefully the love can float around a few extra days until we can get home and celebrate!

We are attending three shows this month and some brave souls are attending four- yikes! But for those of you who aren’t masochists and just want to attend one show, here is a run down of the four shows and what to expect.

 1. Groom & Kennel  Burbank, CA- Feb. 8-10

Target Audience: As the name implies this show is for groomers, spas, kennels, mobile groomers and even trainers and those considering adding services to your retail store.

Types of Exhibitors: Grooming supplies and tools (Scissors etc), shampoos and spa companies, grooming equipment (Hydrosurge, kennels, tables etc). There are about 90 exhibitors at this show.

Education: There is a full 3 day line up of seminars and lectures on topics ranging from adding retail to your grooming business, to the latest dog grooming techniques.  Most attendees come for the educational component.

Entertainment: Throughout most of the show a grooming contest is going on. But the highlight is  the Creative Styling Contest when groomers groom the dogs to look like anything from a cow, a camel, a zebra and the groomer dresses to match the dog.  Think lots of pink standard poodles. The above link will show you an example.

My opinion (for what it’s worth): We have exhibited at this show for 3 years because it’s close by- a 15 minute drive. The show definitely has a local, casual feel to it and is nothing like some of the larger shows. It’s in a much smaller area and has a more “industrial” feel to it then say the 2nd floor of the Chicago Christmas show.  You only need to attend this show if you want to add grooming services to your retail location, or if you are a groomer. In the grooming world this is probably the second most important show, after the one in Hershey, PA- also run by Barkleigh Productions.

Our Booth Number: 54

2. Global Pet Expo-San Diego, CA Feb 14-16

Target Audience: Traditionally APPMA has put on it’s show for distributors and chain stores although they are trying to pull in more independent stores.

 

Types of Exhibitors: In the past it was your large distributors and giant manufacturers but in the last couple of years they have tried to chage that. This year they have added a specific Boutique area which is upstairs. So, let’s hope that more boutique manufacturers will attract more boutiques! There are about 100 companies in this boutique section. According to their website: This show-within-a-show concept is for buyers looking for the trendiest, most fashionable boutique products to pamper pets. You will find custom designed jewelry, stylish carriers, couture clothing, luxury pet beds, elegant collars, spa products and more. The Boutique at Global Pet Expo is made up of Aisles of Style featuring everything a pet owner needs to satisfy their beloved, pampered pet.

Education: There are attendee seminars throughout the show. Topics include:

• Rick Segel’s Retail Boot Camp
• The Essential Online Solution…The Five Step Formula For Small Business Success
• The A-Z of Growing Your Sales and Profits
• and many more

Entertainment: Thursday, Friday and Saturday, February 14, 15 & 16, Pet Style News is hosting the Puppy Luv Fashion Show at 11:00am and 3:00pm each day at during Global Pet Expo.  It’s in the Boutique in Room 11B.

My opinion (for what it’s worth): The good news for attendees is that this show doesn’t have the mad rush feeling that some have. Nice wide aisles and not that many shoppers make it a comfortably buying experience.  This will be our third time exhibiting at this show and I think it will be the best, now that they’ve added the boutque section. Last year we were next to a company that made bird seed!

Our Booth Number: 7525 (upstairs in boutique section)

3. Luxury Pet Pavilion-Los Angeles, CA Feb 23-24

Target Audience: Pet Boutiques, gift stores/hotels/spas with pet sections, Dog spas and other higher end stores

Types of Exhibitors: High end. You probably won’t find cat litter or bird seed at this show. Think dog carriers, matching collars and leashes, beds, spa and more. There are at least 80 high end vendors exhibiting.

Click here to see some of the cool new products being launched at the show.

Education: There are a couple of attendee seminars. Topics include:

• Show and Tell just got serious! Presentation skills and follow up. Sat. Feb. 23 8:30 am
• Trend Spotting. trend watching is used to develop products, generate ideas, inform customers, create promotions and strategically plan Sunday Feb. 24th 8:30 am

Entertainment: There’s loads of entertainment at this show including a “Celebri-Dog” kick off on Friday at Laurel

Canyon

Dog

Park and the Pawscars on Saturday evening where awards will be announced.

My opinion (for what it’s worth): It’s a small yet very targeted show. If you are a boutique and live within 3 or 4 hours of  L.A. it’s definitely worth the trip out.  You won’t wear out your feet schlepping down endless isles where only 1 out of 10 companies you want to see.  If your main focus is food and basics this may not be the best show for you. It would probably be better to go to Global Pet Expo where you have a blend of boutique products and day to day stuff.   It’s too bad that it competes with the LA Showroom, which is only a day before. See my other post on this…

Our Booth Number: 215

4. LA Pet Designers at the Show Room, Los Angeles, CA Feb. 21-22

Target Audience: Pet Boutiques, gift stores/hotels/spas with pet sections, Dog spas and other higher end stores

Types of Exhibitors: High end (ish) Everything from collars, clothes, treats and more. There are at least 40 vendors exhibiting at this show.

Click here to see some of the cool new products being launched at the show. 

Education: There will be two symposiums. One is on starting a new pet business and growing your existing business. The other topic is growing your company via the internet.

Entertainment: There is a special event at the Sky Bark, which is a dog-friendly “club”. Sponsored by Petapotty.

My opinion (for what it’s worth): It’s too bad that this show is just a day before the Luxury Pet Pavilion. You could make a long weekend out of it and visit both shows though if I could only pick one I would go with the Luxury Pet Pavilion (and we did). There are more vendors there, so you will see more. If you want to know why there are two very similar shows, both in downtown La in the same week- see my other post.

Our Booth Number: This is one show we’re not doing!

Many of you may already read Working With Pets, a blog dedicated to helping businesses in the pet care industry.

Just today Danielle, the author of the blog launched a new forum, appropriately called “the Pet Business Forum- The Place To Network With Pet Care Professionals”

I’m particularly happy about this because as a small business owner, the number of other professionals I come into contact with certainly isn’t as many as I would like. When I worked in Corporate America, as annoying as it could often be, it did allow for  the exchange of ideas.  

So far there are forums on such things as:

1. Getting Your Business Started

2. Marketing Your Pet Business

3. Staff Management and Motivation 4. Legal Business Forms, Contracts, Insurance, and Licenses

5. Pet Business Finance

6. Pet Health

7. Chat About Your Pets

 Danielle says, “My vision for the forum is that it will be a place for pet lovers, business owners, and people that work with pets to network, exchange ideas, offer advice, and be inspired by others that are working with pets.”

Oh yeah, the first 10 people who register and post 5 responses or new topics before Feb. 15th will receive a copy of a special report “The One Page Pet Business Plan” which will lead you through the process of setting up a business plan that will give your business focus for 2008. With the report you will also receive an easy fill in the blanks template for creating your first business plan.

 See you in the Forum!