With PFMA 2012 data showing that cat food sales are worth £936m a year for 14k tonnes, compared to dog food sales at just over £1m a year for 77k tonnes, it’s clear that cats are a profitable area for the specialist pet trade to focus on.
“The speciliast pet trade is still only feeding 22% of the cats in the UK and Ireland,” says Gemma Duffield, Royal Canin retail marketing manager.
“We are convinced we can change this – hence our fourth ‘Summer of the Cat’ campaign, designed to help our trade partners realise the 78% potential that is still there in the market.”
The aims of Summer of the Cat 2014 are to encourage increasingly large numbers of cat owners into the specialist pet trade, and ensure they remain loyal.
The multi-pronged approach includes a charity element, in-store activity, and promotions, all designed to create an awareness of what the specialist pet trade and Royal Canin can offer cats and their owners.
“Our focus is really on what the specialist pet trade delivers, in terms of advice, expertise and the most highly tailored Health Nutrition products,” Gemma comments.
Feed a rescue cat for a day
According to the RSPCA, the number of cats in rescue rose from 29.7m in 2010 to 31.5m in 2012. Research has shown that 37% of cat owners choose their pet from a rescue centre, and Royal Canin has been working with rescue centres country wide for many years. Every stickered promotional bag sold during Summer of the Cat allows customers to visit www.royalcanin.co.uk/feedarescue, find the rescue centre of their choice, and make a donation to feed one cat for one day.
Rescue Cat of the Year
Oni, last year’s winner from St Francis Persian Rescue, is about to hand over his title to one of the 15 finalists for 2014, whose owners have told their cat’s story. “We know that many specialist pet trade retailers are involved in rescue and rehoming, as well as getting to hear their customers’ stories,” says Gemma. “Please encourage them to vote – the winning rescue centre will receive a month’s supply for 50 cats.”
Voting is via www.royalcanin.co.uk/rescuecat2014. Voters will be rewarded with an email money-off voucher for Royal Canin’s cat range, and are limited to one vote per person.
Royal Canin On the Road
Bringing new customers in, creating a sense of excitement, and communicating the services, products and expertise the specialist pet trade can offer are integral to building your business. ‘Royal Canin On the Road’ offers a package, including store specific advertising, trained staff to help educate customers on their pet’s nutritional needs, and vouchers to encourage repeat purchase and build loyalty.
Talking to pet owners
“It’s really important that we don’t just talk to pet owners through the traditional channels,” says Gemma. “So we’re using big-selling titles like the Daily Mail, Mail on Sunday, Marie Claire and Prima to target those cat owners who currently pick up their cat food alongside their groceries.”
A free 400g bag, available exclusively through the specialist pet trade, is available to over 9m consumers.
There’s an app for that…
The mycat app has a Lost Cat Alert to help reunite lost cats with their owners; a unique directory of cat friendly businesses; and a guide to cat health. Retailers can log on to ensure that they are featured on the app. Make sure your details are included – email info@fetchdigital.com confirming your business name, contact name, business phone number and business email address.
catwyse
catwyse is a new FREE educational programme to help promote and encourage responsible and respectful cat ownership, with the aim of helping increase owners’ understanding of their cats. There are three levels of achievement – bronze, silver and gold – with a series of fascinating and engaging educational films covering topics from the simple history of cats to indepth looks at feline diseases. Topics are presented by well known experts including Vicky Halls and John Bradshaw. “There’s always more to learn about cats” comments Gemma, “and catwyse has something to offer novices and experts alike – retailers can demonstrate their expertise by passing all the awards!” Visit www.catwyse.co.uk for more information and to sign up now.
In-store impact
Retailers taking part in ‘Summer of the Cat 2014’ can choose from a range of merchandising to create real impact in-store. External banners, window clings and boxes, stand wraps and an arch, a dual-sided 3d totem and a pallet stacker are all on offer. Free local newspaper adverts are on offer to qualifying retailers, and cat owners can also get a free night for their cat in the cattery of their choice via promotional bags. A range of price promotions will offer added value to consumers, and help drive sales.
£3,100 bonus bonds up for grabs!
As in previous years, there will be a retailer display competition, judged on impact, creativity and effect on sales. All retailers taking part will need to keep their Summer of the Cat displays in place for a minimum of four weeks to enable a ‘mystery shopper’ to visit. The national winner will receive £2000 and 14 regional winners £100 each in bonus bonds to spend at High Street store.
Gemma sums up: “This is our fourth Summer of the Cat campaign, and every year it has lived up to expectations, providing a real focus for the specialist pet trade and bringing in more cat owners who have then stayed loyal. It’s obvious that the cat market is a huge opportunity; we want to feed more cats in a better way, and we want to help our retail partners grow the market as a whole.”
For more information about Summer of the Cat 2014, contact your Royal Canin retail business manager, call 0845 606 9980, or visit www.royalcanin.co.uk.
