Retailers throughout the UK can sign up for ‘Royal Canin on the Road’ – a mobile theatre unit, designed to bring in new customers and drive sales, with the intention of bringing precise, tailored nutrition to cats and dogs everywhere.

Gemma Duffield, Royal Canin retail marketing manager, says: “Planned product demonstrations are one of the best ways to generate consumer footfall and improve brand loyalty. 

"The Royal Canin on the Road van is a great tool with which to make both these things happen. So far it has attended a number of events, including a visit to the Northumberland County Show which attracts over 25,000 visitors.  Initial feedback has been enormously positive, with people even posting on Facebook asking for the van to come to their area.”

 ‘Royal Canin on the Road’ can provide participating retailers with store specific advertising pre-event, outdoor media to bring pet owners to the store, trained staff to help customers define their pets’ nutritional needs, goody bags and special prize draw offer on the day, and vouchers to encourage further purchase and repeat visits.

The package includes an A1 window poster, 200 free flyers, free samples on the day, and money-off vouchers for distribution at the till. Retailers who sign up for a two day or four day event will receive further investment such as local press advertising, targeted local door drops with a free 400g bag offer, emails to all Royal Canin customers registered at the store, and a facebook post for the store on Royal Canin’s own facebook page.

Smart door to door targeting means Royal Canin can target potential customers for dog and cat food within the local area, while computers on board the show vehicle enable customers to sign up and benefit from event-associated special prize draws, linked to a series of future initiatives to keep them coming back for more.

The vehicle itself is fully staffed, and offers two access points, plus full disabled access. Royal Canin on the Road can operate off mains electricity or the van’s own generator facility.

Gemma says: “We have planned this to offer our retail partners a complete package – pre-event visibility; activity on the day; and follow-up to make sure that the contacts made turn into customers for life.  We’re very proud and delighted to be able to offer this kind of service to the UK specialist pet trade, and we believe it will generate ongoing business for each and every retailer who takes part.”

For more information, contact your Royal Canin business manager, call 0845 606 9980 or visit www.royalcanin.co.uk.