The award-winning retail chain Just for Pets plans to add to its current 21 stores while continuing to put animal welfare at the heart of its business.

Following the company's success in winning the Best Retail Chain in the PetQuip Industry Awards, operations director Kate Byrne revealed to Pet Trade Xtra what made Just for Pets stand out from the crowd.

How many stores is there in the Just for Pets portfolio?

We have 21 at present, varying in size from 1,200 to 8,000 sq ft.

Are they all run on the same lines or do you allow individual managers to put their own stamp on things?

All our stores are different, and therefore each has its own character, this goes for our store managers too! Although product ranges, policies and much of the merchandising is the same across the board, depending on store size, each manager is actively encouraged to put their stamp on their own store as we feel this allows them the opportunity to take pride in their store, express their individuality and get more involved. 

Do you encourage the more experienced managers to help and advise the less experienced?

Oh definitely, we are lucky enough to have a very low staff turnover and many of our managers have been friends and work colleagues for years, often working together on their career progression up to managing their own stores. Any new managers that join us spend time working with existing experienced managers. Regular meetings, training events and curry nights give them opportunity to get to know each other. In addition to this, all of our current regional managers have been Just for Pets store managers in the past and are able to recognize specific needs or weaknesses and identify the best person to help with this.

How do you spread best practice across the business?

We have a small, very close knit team, carry out our own recruitment and offer an in depth training programme for all new members joining the team. This includes an induction to the business, buddy training and training manuals that cover all key aspects of store, customer and livestock policies and also product knowledge. Regular management/ team building and training sessions are held throughout the year.

Because of our low staff turnover, new starters who join the company immediately become part of an experienced, committed team which is the best way to encourage ongoing best practice. Our buying and accounts teams although small have many years experience within the business and also work closely with the stores and warehouse as well as getting regular feedback from store teams on customer trends and requests.

What can a customer expect when he or she enters one of your stores?

Bright, colourful stores and excellent customer service and advice from friendly, knowledgeable staff. We also have on site groomers, micro chipping and even on site vaccination clinics at some stores.

How do you help the pet owner make the right choice?

When a customer comes into a Just for Pets store with a question  we will always try to help them and give them the support that they need to choose the right product or food for their pets needs. Ongoing product training is so important, and you can’t  beat  experience either when it comes to recommending a product. As a pet retailer we have a duty or care to the pets that we sell to ensure that they go to the best home possible and the welfare of that pet will always come first, we spend as much time as possible with potential new pet owners to ensure that they are making the right choice for their circumstances, and that they understand the importance of their responsibilities to that pet for its entire life.

Do all of your staff have to be pet lovers?

Due to the diverse nature of the business and the fact that everything revolves around pets, the care of pets and their welfare, I can’t see many non pet lovers being interested in working in pet retail. There is no other retail like it, it is emotional, great fun, interesting, each day is different and it attracts such a great mix of people both as employees and customers.

As a pet lover working in pet retail, nothing beats meeting a new pet for the first time and being able to watch it grow and develop on regular visits to the store is a fantastic part of the job, The other side can be heartbreaking, when a regular customer has to say goodbye to a much loved pet that has been part of their family for many years, you just want to give them a hug as you can understand how devastating this can be.

Not all of our new employees have pets when they come to us, they may be between pets, this never lasts long though!

How much importance do you place in spreading the message of good pet welfare?

We will always try and put the pets needs first, welfare is of huge importance, it is not enough to love a pet, you need to appreciate its specific needs and requirements. Whenever a customer purchases a new pet, they have to understand the responsibility that they are taking on and the duty of care that they have to their new addition. We offer a guarantee with each pet we sell, and give leaflets and advice, as well as taking as many details as possible from the customer. We will also contact the customers a few days after purchase to see if everything is ok and their new pet is settling in to its new home.

Have you got plans to open more stores?

Yes, that’s the plan. We have our own refit team, made up of people from within the business. New store openings are hard work but great fun. The pressure of working to a deadline and making sure that store is ready for the customers is really exciting and gives new staff the opportunity to become part of the team very quickly as they too get involved in the fit out. Although they can involve long hours and incredibly hard work, we have found that a good supply of chocolate biscuits works wonders at revitalizing the team!

What's the secret of your success?

A passion for pets, and long standing, experienced staff that are committed to the business and its future. All stores provide weekly feedback on customer requests and comments,  we have the ability to adapt quickly to changing trends within the sector and constantly look for new ideas and products from suppliers and aren’t afraid to try something new. Regular range reviews help to keep things interesting for our customers.,

All stores support local charities and are active in the local community, we are also very proud to be part of the guide dog’ name a puppy’ scheme and have raised over £15k in the past couple of years, this has been enough to name three guide dog puppies, one has just moved onto full training and the other two are currently with walkers.

For more information visit www.justforpets.uk.com