South Lincolnshire-based Pet Stop has been named Independent Retailer of the Year 2023 at the prestigious PIF Awards. Owner Paula Machin reveals the secrets of the Market Deeping store’s success.
What’s it like to win this national award?
It's amazing. It has made all the years of hard work worth it. All the late nights and stress and yeah, it's just lovely to be recognised.
What’s your background?
I started out working in a garden centre when I was 16. A few years later a position became available in the pet department and I applied. I was there for nearly 20 years. I’ve always loved pets – growing up in my family home we had a Springer Spaniel and then I have my dog now.
Did you work in the pet industry before opening up a pet store?
I worked in a pet shop which was based inside a garden centre for nearly 20 years.
What made you open your own pet store?
I thought I could offer more. Basically, I could see where the shop was going wrong and my suggestions were not being heard. There was too much focus on own brand items which limited the choice for the pet owner. There are some really cool pet products out there and I wanted to offer them.
When did Pet Stop open?
In May 2017 we opened. We waited for a commercial building to become available and we wanted it in Market Deeping and somewhere that had car parking. So we waited for something on the Industrial Estate.
Was it hard to get the business going in the early days?
Yes, it was and mainly down to the footfall. I assumed, like I’m sure many businesses do, that once you open your doors everyone will just run through the door. When they don’t it can feel very disheartening. It was two years before it started getting a little busier. By year three, the business felt it was in a good position and going in the right direction.
Are you happy with the growth of the business?
Yes, I’m very happy with it! When I started the business I had an idea of the total annual revenue I would be happy to turnover, and by year three we had more than exceeded this. Most of the growth is down to the additional marketing and instore development over the past few years.
What would you say is the ethos of your business?
It’s making sure regardless of budget or regardless of the breed or type of pet, we are available to offer advice and products to support our customers and their pets, and having the freedom to offer a wide range of products to do that.
How do you keep regular customers happy and you stop them buying their pet food and accessories online?
Our focus is not to stock what supermarkets are stocking. Also a lot of the products we stock are not sold via Amazon for example. But mainly it’s down to people – the supermarkets, big chains and online can’t and don’t offer the level of customer service we can as an independent. People want to come and talk about their pets, fuss their dog and hear what a lovely animal they have. Our focus has always been on customer service. We always have a member of the team available who can answer questions, and another covering the main checkout for other customers. For us, customer satisfaction is being recommended to family, friends, colleagues and a returning customer – that’s what is important.
How you attract new customers?
In the early years we did some local advertising, but mainly our business grew through word of mouth. The local area has grown in size and we expanded our marketing activities with the launch of our Loyalty Card. With this we launched a bi-monthly email newsletter. We relaunched with a new website which is supported with online advertising. We also have built and engaged local Facebook page and are on Instagram. Most recently we began a series of walks with my dog Wilson which is generating quite a lot of interest with our customers and connecting us to new customers. Our focus is more than a foot in the door, we want to get to know our customers and develop relationships with them and their pets.
How many members of staff are there?
We have a team of six, including myself and we’ve worked with a marketing consultant since 2022. I have a Distinction in City & Guilds Pet Store Management and OATA aquatics qualifications. I’m also a trained microchipper. My cheeky cocker spaniel Wilson can often be found in store too. Kim, has over 10 years experience. She has a First Diploma and a National Diploma in Animal Management and is usually the one found on the floor giving out cuddles. Kim has an Australian cattle dog called Ozzy. Gemma has a HND in animal management and is training to be a groomer. If you have any questions about brushes, shampoos etc then she is your lady. Gemma has two huskies called Hera and Andromeda. Megan is currently studying towards a HND in animal management. Working alongside us, we have a number of other friendly staff members.
What’s the secret of your success?
The secret, I would say is working hard work. It’s not an overnight success. It’s never resting on your laurels. It's constantly thinking what's next to ensure the business keeps evolving and being very proactive. It’s about being accountable and responsible for the success. Instead of moaning about having a bad week, it’s about getting out there and constantly building the business.
What advice would you give other independent pet retailers facing competition from other outlets?
Always focus on providing much better customer service because you're never going to get that in the bigger places. And then try and stock stuff they don't stock.
How do you see your business developing over future years?
Over the past couple of years we’ve been focused on building customer data to build relationships. The next focus will be to deepen those relationships and offer more content and advice and products to support our customers and their pets. We are constantly developing our online space and have more to come there. In store this year we’ve had a refit which allowed us much greater capacity to stock products. We will continue to work with this new space – and I make no secret of it, I love shopping for new stock!
For more information visit https://petstopmarketdeeping.co.uk
