PetShed crowned Independent Retailer of the Year
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The PetShed in Swindon has been crowned Independent Retailer of the Year at the Pet Industry Federation Awards.
Store manager Sarah Wells reveals to Pet Trade Xtra how the pet store has achieved its award-winning success.
How did your success story begin?
Philip Wells, our Managing Director, has been in the pet trade since he was 15. He used to work for the wholesaler Wundpets and was with them for 27 years,. He eventually became the Sales and Marketing Manager, and then was made redundant. He worked for a couple more wholesalers and even did some consultancy, but was made redundant again. It was at this point, that he realised he was putting in ranges for other pet shops, so why not have a go himself, with all his knowledge, experience and contacts within the trade. We started trading in April 2003.
How many people work in the shop now?
We have 15 people who work for PetShed – this includes a couple behind the scenes, but most are customer facing.
Do you attract customers from a wide area?
Because of our location (literally seconds off the M4) we do have quite a big catchment area along the M4 corridor, and we have customers travelling from Hungerford and Andover.
How do you attract new customers?
We regularly advertise on two local radio stations, Heart and Sam Fm Swindon, as well as adverts in the local press. We are looking at leaflet-dropping all the new housing in Swindon, and we have a very active Social Media presence with paid advertising on Facebook occasionally.
How do you keep customers loyal?
This year we have taken on a new warehouse on site so we are able to take advantage of stronger buying deals, converting our prices in to a range of Everyday Low Prices for new customers. We don’t have our own Loyalty Card, but support all the ones that are available for the brands we sell. We have a monthly newsletter that keeps people up-to-date with special offers, new ranges and forthcoming events.
What’s the secret of your success?
Hard work, attention to detail, and taking into account what our customers are saying, and what they need, not what we need to sell.
What does this award mean to you?
The award means that all our hard work, and the team’s dedication has paid off. It's proof that we are offering what customers are looking for!
What are your plans for the future?
To continue to grow as we have over the last 13 years, and obtain more sites.
For more information about the PetShed visit http://petshedonline.co.uk
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