Creating good customer service is the best weapon an independent pet retailer has got...that's the view of Claire Hamblion from Supreme Petfoods, who will be sharing her views on how to achieve customer loyalty at this year’s PATS Harrogate seminars, sponsored by Pedigree Wholesale, on September 15 and 16.
Here we catch up with Claire for a 60-second interview to get a taster of what’s to come during her seminar at 12.10pm on Monday, September 16.
Q. Why should people come to your seminars?
Claire says: It’s easy to be so focused on running a retail business day to day that, strategically, you can’t see the wood for the trees. Attending an exhibition and making the most of the free seminars on offer can provide fresh ideas and a new perspective on how to work with suppliers and service providers to improve businesses and create a more loyal customer base.
My seminar will focus on how rethinking your small animal category can drive customer loyalty beyond the need for constant discounting and promotions that only serve to reduce retailers' cash margins. I’ve included some of the latest research on consumer needs and improving the retail environment. The aim is to provide pet retailers with ideas and tools to keep their customers coming back for more.
Q. Is creating good customer service the best weapon an independent pet retailer has got?
Claire says: Yes. Independent retailers can only hope to differentiate themselves in this way by being truly knowledgeable about both owners' and pets' needs. Showing a genuine interest in the pet and the products consumers buy, gives plenty of information to form the basis of a conversation that then provides a platform for bonding and future loyalty. Add to that having the confidence and knowledge to give a guided recommendation and you create a very powerful mix.
Q. In what ways can the independent retailer create customer loyalty?
Claire says: There’s the less tangible ‘stuff’, such as good advice, customer service, excellent welfare standards, community engagement and a clear path to purchase. Then there’s what we can actually see: intelligent use of POS and merchandising and a great choice of the best quality products. But another critical factor in ensuring that you create a successful store that people want to visit is optimising profit that can be invested to develop the business further. I really believe one of the best routes to drive profit is to work with manufacturers that specifically support independent retailers. The most savvy retailers with great commercial instincts, realise the value to signing up to bespoke loyalty schemes that add value and drive consumers back to store. They will always be on the look out for insights into consumer behaviour and will do everything they can to ensure that they never erode cash margins.
Q. What advice would you give a pet retailer in tackling the challenges ahead?
Claire says: Know your customers. Build trust and engage with them. Show them you are an expert: this provides the opportunity to upsell to products that offer a more rewarding consumer experience and bigger cash margins - enabling you to help build bigger baskets. Be aware of the potential offered by multi-pet ownership and the ability to cross-sell based on existing patterns of purchase – the customer that buys super-premium dog food but economy food for their small furries is clearly open to education about nutrition. Take advantage of free training to add power to your bespoke recommendation, use the plethora of in-store support that is available to highlight star products and take your customers on a journey around your store. Suppliers want to sell more and so do you – work that partnership and everybody wins.
Visit the Seminar Theatre at PATS Harrogate, sponsored by Barclaycard, to be inspired and motivated by fantastic speakers. Register to attend the show now at www.patshow.co.uk
PATS Harrogate takes place on Sunday, September 15, and Monday, September 16, at Harrogate International Centre.
