Pet retailers have been told they can successfully grow their businesses as long as they welcome change and harness technology.
The message came at a specialist trade forum held by Crown Pet Foods in Somerset.
Crown Pet Foods managing director Jean-Lin Pelatan said: “Customer demands are evolving and changing and technology has a part in that – but what makes us, the specialist pet trade, different is that we are real.
"Customers want a real relationship, but what is clear is that how they access your stores is not just in the traditional, walk through the door way but increasingly via their mobile phones and the internet.
"There is still huge potential for us as an industry, and the sector is continuing to grow in the face of world economic issues.
"The specialist pet sector is the most legitimate channel to feed every dog and cat in the country, instead of the current 32% of dogs and 22% of cats.”
Serge Beser is the owner of Anopio, a Belgian boutique consulting firm specialising in leveraging internet technologies in a pragmatic way for each industry and business.
“Technology is a means to an end – the most important thing is whether it makes sense for your business," said Serge. "For the pet trade specialist, you have to ask yourself what can I provide that none of the pure internet players can, because of the most important specific factor for bricks and mortar shops – that they are real and the exist in the ‘real world’.
“Whatever you do, you must do it well – for example, if you start a Facebook account then you need to keep monitoring and responding, because that’s what customers expect today.”
For Serge, the four major trends which pet specialists need to consider to be part of the digital world are the mobile phone, word of mouth, marketplaces as an easy way to start selling on line and learning about the experience, and search engine advertising to optimise awareness, while being conscious of the (hidden) costs.
Jean-Lin Pelaton added: "Change has been a theme at this forum, but the one thing we must not change is the added value we offer to pet owners.
"New technology and bricks and mortar stores, whether High Street or out of town, are not antagonistic. If we embrace the concept and harness the technology we will move forward and continue to grow all our businesses.
"We have the luck and the luxury to be in a business in which emotions play a central part. Love for animals is what binds all of us in the pet trade together, and by continuing to offer our specialist products, services and advice, we can continue to grow and evolve in the changing retail climate.”
