If there's one company that knows how to keep customers returning to its stores to buy more pet food and accessories then it has to be Just For Pets.
For a second year in a row, one of its stores has been voted Favourite Pet Specialists by the public at the Pet Industry Awards.
The Yardley branch is run by Kirk Gopsill, who moved from Acocks Green after it had taken the prestigious prize in 2011.
Pet Trade Xtra spoke to Just For Pets at Yardley in Birmingham to find out how they keep their customers happy.
So how do you ensure that customers keep returning to your store?
As a company we are dedicated to ensuring that our customers receive excellent advice, the best quality products, efficient service and maximum satisfaction every time they visit our stores. Management, directors, head office and store teams are all 100% 'committed' to ensuring that our customers return to our stores time after time. We believe that quality training is vital and offer a full 12-week training programme to all our retail staff as well as investing in additional training like the Pet Care Trust qualifications, SQPs and micro-chipping.
What makes you such a good retailer?
We are lucky enough to have a very low staff turnover, and this means that experience stays within the company, in the stores, head office or warehouse, benefitting both our customers and new team members. As we have grown we have been able to promote from within – many of our current store managers joined the company as sales assistants and have been with us for years. We listen to what our customers want, and are able to act quickly if we identify a gap in our product ranges as we have a small buying team.
How do you keep your customers loyal?
We always try and provide great service to our customers and take time to learn a little about them, their pets and their needs. Many of our customers have shopped with us for years, and we know what they like. We try to be competitive on our prices and offer strong promotions, and keep our ranges fresh and exciting as well as offering a special offer service
How many people are employed by Just For Pets?
Approximately 250.
Are they all pet lovers?
The majority of us have pets of our own, some more than others! Regardless of the question that a customer asks there is usually someone who has experience of that type of pet who we can ask. We hold regular training nights that are really well attended – this gives stores the chance to meet each other as well as providing some great ongoing training – and we always try very hard to live up to our slogan ‘the pet people who care’!
What piece of advice would you give to other pet retailers?
We believe that owning a pet should be rewarding and fun for both owner and pet. Spend time with potential new owners to ensure that they understand the responsibility that comes with a new pet and always put the welfare of the pet first. Offer excellent customer service at all times and keep ranges new, interesting and your prices competitive.
How have you managed to overcome difficult trading conditions?
By remaining positive and reactive to the market. We have listened to our customers and introduced value lines to complement some of our ranges as well as ensuring costs are under control. Strong promotions are vital as well as good relationships with our suppliers.
For more information visit www.justforpets.uk.com
Keith Aldis, chairman of the Pet Care Trade Association, presents the Favourite Pet Specialists Award to Just For Pets Yardley store manager Kirk Gopsill (right). Also pictured is Natalie Sheargold, deputy manager of the Bentley Bridge store, which was also one of the seven finalists.
Pictured below: Inside the Yardley store.
