Creating the ultimate visitor experience is one of the secrets behind the success of Cadbury Garden & Leisure's Pet & Aquatic Department, voted Retailer of the Year in the recent Pet Industry Awards.

The Bristol-based garden centre beat off stiff opposition to pick up the award at the Pet Industry Forum & Awards 2013.

Cadbury's Ben Williams spoke to Pet Trade Xtra about the company's success.

What's the secret of your success?
We have followed our goal of providing a pet and fish viewing experience for visiting customers within a commercially successful department. This enables the department to inspire and create new pet owners while entertaining and educating visitors to the store. Our range includes many of the leading pet specialist brands and we work closely with suppliers to provide customers with the expected range, quality and value. We follow an ongoing programme of staff training from industry trade bodies, leading experts and manufacturers. We have a great team of staff at Cadbury and we are proud of the service, quality and dedication that they give to both the customer and their pets. We take time to discuss the requirements of every pet to potential new owners and only let our animals leave to fully-informed homes.

What makes your pet and aquatic department stand out?
The Cadbury store has been newly re-fitted as a model of what we believe will create the expected modern customer experience. Animal and fish units are designed to be of veterinary quality and cleanliness, with a sense of fun added in the form of toys and bright images.



The pet area has been updated with a series of bright and inspiring graphics above new animal pods to maximise the visibility of the animals for customers without compromising the necessary safety and shelter for each individual pet. 

Is the department a big part of the garden centre's offering?
The department can create up to 15% of the store's takings. This is a significant turnover but lower than the core gardening departments in season. Pets & Aquatics forms a valuable draw to customers year round and a welcome basket spend out of the main gardening seasons.

What's the most popular part of the department?
Currently for us the strongest areas are indoor aquariums, small animal and dog products.

How many people work in the store?
Over 150 staff members work at the Cadbury store and around 17 work in the Pet & Aquatic department.

What are the plans for the department?
We plan to retain our high standards and build on the successes of the department, improving the visitor experience and encouraging more local community interaction.



New child-friendly ponds were installed with viewing windows to see the fish under water as well as from above.