Being passionate about pets and offering a friendly service are key ingredients in any independent pet store, according to Peter Dimambro, owner of the award-winning The Pet Centre in Minehead, Somerset.

Fresh from picking up a prestigious PPRA award at PATS Sandown, Peter explained how he caters for a growing number of customers

What makes The Pet Centre so special?
To be honest I really don't know what makes us special. I do know that I am passionate about the independent pet trade, and that I have fantastic staff who share the passion. They absorb training, share knowledge, and have superb customer skills. I also encourage a friendly atmosphere in the store.

Why do you think you won this award?
I have no idea.

How does it make you feel to have been recognised for your hard work?
Words can't describe how I feel. I am so proud.

Do you spend a lot of time and energy on customer care?
The business is all about customer care – without our customers we could not exist. It's all about enjoying our work and customers can feel that. Happy staff plus happy customers equals great atmosphere.

Do you have a regular customer base?
We are lucky, we have a large customer base. With Minehead also being a holiday destination, we have a good supply of visitors.

Are all of your staff knowledgeable about pets?
We can't sell things without knowing about them, we also cant know everything. We all have our favourites, therefore we all specialise in different things. It's easier to gain knowledge if you have an interest.

What advice would you give other independent pet retailers?
Look at why you do this. It's not a quick buck trade, it's a hard trade with competition from everywhere. If you get up in the morning and don't want to go to work, then you probably shouldn't. Constantly evolve – just because you have always done something a certain way, doesn't mean it's right.

What are the secrets of your success?
if I had to pinpoint it, it's my staff, my customers and of course my family.

How many people do you employ?
Myself (full-time) and seven part-time staff.

In the PPRA Award round-up, comments about The Pet Centre included:
“This shop is extremely friendly, and offers very knowledgeable advice and information.”
“They have a fabulous reputation with their customers, offering an excellent range of products.” 

For more information visit www.thepetcentre.co.uk