Unique Pets of Aylesbury were crowned Independent Pet Retailer of the Year at the Pet Industry Federation Awards.
This week Pet Trade Xtra finds out from directors Lucy Ellis and Jenna Tomlins what makes the company, whose mission statement is ‘Your pets are unique… so are we’, stand out from the rest.
This is what Lucy, pictured with Jenna above, had to say:
"Unique Pets was conceived by its founder, Jenna Tomlins, as a ‘pet shop with a difference’ in Winslow, Bucks, in November 2011. Based on individually-tailored advice, good old-fashioned customer service and high quality natural pet supplies, just two years after opening demand led to the launch of another store in nearby Aylesbury.
"This second branch has expanded each year since and 2015 saw it move to a large 6,000 sq ft warehouse. The new unit houses a ground-breaking mix of a large retail area, a stock room with generous walk-in freezer, two grooming salons, a training room, a photography studio, a hydrotherapy pool, a Bowen in Motion treatment room and offices.
"We are creative with our photography studio offering pop-up photobooths at local festivals and engaging in-store events, including seasonal fancy dress opportunities and Pose with a Nose for Wetnose Animal Aid. Alongside charity dog shows and puppy parties, our shop calendar hosts first aid courses, holistic treatment demos and informative talks.
"Our holistic approach to pet health has seen the in-store launch of several local businesses – Star Vet physio, Bowen in Motion (human and canine) and Bucks Canine Hydrotherapy. We are also working with Dr Nick Thompson to produce tailor-made seminars at the shop in 2018.
"We are one of largest independent suppliers of raw food with 22 freezers boasting six brands of complete food and 11 freezers of DIY, including cat and reptile food. In 2016 we partnered with a new local raw food supplier to design and launch his food, and we continue to consult on new products for We Love Raw brand.
"The majority of new customers arrive through word-of-mouth, but targeted SEO and social media campaigns has seen a growth in online referrals. There are over 7,000 customers subscribed to the loyalty scheme, with 100+ newcomers joining every month, and we pride ourselves on regular 5* reviews on Facebook.
"Unique Pets has increased its staff count to 18, with a diverse age range from 18-61, supporting one employee with learning difficulties. We offer a proactive training programme with a combination of in-house tutorials, supplier training, online courses and external seminars. Staff are trained not to “hard sell” any products, but instead to educate the customer so they can make an informed decision. All learning achievements are shared on Facebook offering regular success story posts.
"Turnover increased by 46% 2015-2016, with a further 25% increase projected for 2016-2017. A dedicated purchasing manager - who grew into the role from the shop floor - has improved our profit margin from 30-40% since 2015. Alongside using wholesalers, we foster excellent relationships with exclusive suppliers to keep prices low for customers and secure good deals for our various events.
"Reinvesting profits back into the business, we’ve redecorated both grooming salons, added racking to the freezer and introduced a staff reward package, including bi-annual payrise opportunities based on merit, a SMART bonus scheme, a pension and health cashplan."
To find out more about the company visit www.uniquepets.mobi
Jenna and Lucy receive their Pet Industry Federation Award from Jason Comber (left) of Royal Canin, who sponsored the award category, and guest presenter Professor Tim Morris, of the Animal Health & Welfare Board for England.
Top picture: Lucy and Jenna outside their premises in Aylesbury.
Below: A gallery of pictures from Unique Pets.
