Finding Your Niche in Pet Business - Fulfilling Pet Owners’ Needs
Pet owners are increasingly shopping at the “big box” stores for their pet supplies these days. Part of the reason is convenience, but major discount retailers like K-Mart, Wal-Mart and Target are also part of the trend. These major chain stores have begun devoting more space on their shelves to pet products and pet food because they’ve discovered how lucrative the pet industry can be.
Can you successfully compete with the chain stores? Certainly! If you take the time to really learn about your customers and find the right niche for your pet business. You probably won’t be able to compete with the larger chains on price (volume buying discounts give them the price advantage), so you determine what you can offer that they can’t.
The strength of a small business catering to pets and their owners usually lies in tailoring your business to a particular market or offering service’s the chain stores don’t. Take a look at your pet business model and look for some of these guaranteed success generators:
· Outstanding Customer Service. Is your staff thoroughly versed in the advantages of your product line? Can they answer customer questions intelligently and give pet owners suggestions on which product is best for their pet? Do you answer every email quickly and always have someone available to cope with potential problems? What about the ease of navigating your website and placing an order?
· Convenience. If you have home delivery or pet food and other pet products or pick-up and drop-off for your pet grooming services, you’re giving customers convenience they won’t find at a chain store. Find ways to make buying pet supplies from you preferable to driving to a big box store by making it easy, seamless and convenient. Saving time is just as important to most customers as saving money.
· Reliability. Keep your shelves stocked with your customers’ favorite pet supplies at all times. Many large retail chains are hit-or-miss in this area. They restock shelves on a pre-set schedule, and if they run out of something early, the customer is out of luck. Reliability also means keeping your promises and guaranteeing satisfaction.
· Unique Products and Services. Pay attention to what your customers really want. All chain stores tend to carry the same or very similar pet care products – they are appealing to the masses. Make your pet business stand out by offering what they can’t. If you have upscale customers, carry designer dog clothing, pet collars and other products that customers will have trouble finding elsewhere. Is there a sizeable group of customers who are looking for eco-friendly pet toys and dog beds? Make sure you’re the best possible source for green pet products!
By making your business the “go to” place for customers who have specific pet care needs, you can compete against the mega-stores and win.
