Retailers use iconic brands to rise above the competition

116 Pages·2014·38.76 MB·English

Aug. 2014
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Pet Age
AUGUST 2014 ❚ VOL 43 NO. 13
62 40
4 Publisher’s Letter 68 Trends & Products
72
❚ Dog: Auto Dog Doors; Treats, Chews
6 Editor’s Letter
❚ Cat: Supplements; Furniture
10 Storefront ❚ Aquarium: Starter Kits
❚ Wearable Tech for Pets ❚ Pond: Filtration
❚ Updates on Backer’s Total Pet Expo ❚ Reptiles: Snakes
❚ Movers and Shakers ❚ Bird: Cages
❚ Spring Naturals Wins Award ❚ Groom and Board: Bathing Equipment;
Home Grooming Kits
26 Stockroom ❚ Small Animal: Supplements
❚ Natural: Antioxidants
36 Management
❚ Keeping the Customer Satisfied
103 Community
❚ Marketing for Success
❚ A Look Back
❚ Behind the Counter
❚ Pet Industry Sustainability Coalition
❚ Partnering With Local Shelters 36
❚ Backstory on: Zuke’s
❚ Expanding Your Aquatic Garden
❚ Planning for a Successful Holiday Season Features
❚ Spotlight on: Kaytee 49 Business of the Year Awards
62 Capitalize
By Rebekah Harrison
Unleash the power of superheroes,
COVER ILLUSTRATION: KEVIN PACCIONE
cartoon characters and sports teams to
boost your bottom line.
2 Pet Age AUGUST 2014
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❚ Publisher’s Letter
Pet Age
VICE PRESIDENT AND PUBLISHER
Craig M. Rexford
[email protected]
Season of Shows 732-246-5709
ACCOUNT EXECUTIVES
Ariyana Edmond
[email protected]
323-868-5038
Planning ahead makes for a more suc-
Lori Fouts
[email protected]
cessful tradeshow. 312-218-8557
Becky Graziano
[email protected]
By the time you read this, I and some prep ahead of time. Even show 732-246-5706
Brianne Molnar
the rest of the Pet Age staff will veterans like me can get overwhelmed [email protected]
732-246-5708
be freshly back from SuperZoo. at the biggest shows and only realize
EDITOR-IN-CHIEF
This year’s SuperZoo was expected to later that they missed a booth they re- Michelle Maskaly
[email protected]
be one of the largest to date, with more ally wanted to check out. 732-246-5722
booths than ever before. The 2015 show For any show, you’ll need a plan of ASSOCIATE EDITOR
Tom Mazorlig
is on track to be even larger, and as of attack so you make sure you see the ven- [email protected]
732-246-5734
this writing will have more than 200 dors, exhibits, educational seminars and
ASSISTANT EDITOR
additional booths based on the demand events that most interest you and will Rebekah Harrison
[email protected]
generated this year. most benefit your business. Go to the 732-246-5739
It’s important for retailers to attend show website. Download any apps. Pour COPY EDITOR
Cheryl Sarfaty 
trade shows like SuperZoo, Global over the vendor list and make a list of
CONTRIBUTING WRITERS
and Backer, which is happening next ones most important to you – and find Karen M. Alley, Dan Calabrese, Daryl Conner, Erik J.
Martin, John Mack, Rob Stephenson, Stacy Mantle,
month in Chicago. It’s a fantastic way out where their booths are. Looking at Maggie Marton, Jessica Farina-Morris, Sandy Robins,
RD Webster, Dave Ratner, Andrea Fischetti.
to see new products firsthand and do the floor map in advance will help you
BLOGGERS:
some networking. maximize your time. John Cullen, Dave Ratner, Amy Palmer, Kerry Sutherland
That said, the size of these shows And, as a final piece of advice, sched- ART DIRECTOR
Christopher DeCellio
can be overwhelming if you don’t do ule yourself a massage for after the show.
GRAPHIC DESIGNER
Craig Rexford Nicole Composto
CONTRIBUTING DESIGNER
Publisher Kevin Paccione
[email protected] WEB SERVICES
Joe Barry
BUSINESS MANAGER
AnnMarie Karczmit
ADMINISTRATIVE ASSISTANT
Jessica Perry
PUBLISHED BY JOURNAL MULTIMEDIA
David A. Schankweiler, CEO
Lawrence M. Kluger, President
HOW TO REACH US
MAILING ADDRESS
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EMAIL: [email protected]
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PET AGE (ISSN 0098 5406) is published monthly by Journal Multimedia, 1500
Paxton St., Harrisburg, PA 17104 Phone: [phone] Fax: [phone]
Printed in U.S.A. Copyright © 2014 by Journal Multimedia No part of this
magazine may be reproduced in any form without prior written consent of
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issues are available; contact our business office for information. Periodicals
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4 Pet Age AUGUST 2014

❚ Editor’s Letter
Making Connections
Brand and customer loyalty can play
a big part in purchases.
One of the things that makes my want to interrupt the business, we just
job fun is the chance to meet write about our experience in the store
so many amazing people. and surprise them with a fun article.
This includes retailers, manufac- This was the case recently with The
turers, public relations firms, the var- Dog Park in Alexandria, Va.
ious associations that work on behalf What each of those visits had in
of the pet industry, as well the con- common is that I, of course, purchased
sumers who are buying the products something for my dog while there. The
we write about. first being a New York Yankees jersey,
I love learning about someone’s and the other being a New York Yan-
business, hearing about how they got kees dog collar.
started, understanding the challenges Both were licensed products that
they are trying to overcome, brain- immediately caught my eye, because
storming ideas to better the industry I wanted to get Toby something that
and really connecting with them. reflected my love of baseball. That
It helps us shape our editorial brings me to this month’s cover story
coverage, as we try to help you run on licensed products.
your business. Consumers look for these types of
This is why one of my favorite products for their pets to show their
features we do is “Crash Your Store,” personal style, brand loyalty and to
where we stop by a random retail store, give their pet the same quality products
take a few photos and write about they use themselves. It’s nice to be able
them. Sometimes, we have the oppor- to offer this to customers.
tunity to speak with the owner, like we
did a few months ago at Sloppy Kisses Michelle Maskaly
in Saratoga Springs, N.Y. Editor
But other times, since we don’t [email protected]
6 Pet Age AUGUST 2014

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Pet Age is available to you all day every day, on our website. Visit www.petage.com
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8 Pet Age AUGUST 2014