Wetherby-based Discount Feeds has been named UK Pet Retailer of the Year in the prestigious PetQuip Industry Awards 2023. Jo Sutton, who owns the store with husband Rob, reveals the secrets of her company’s success.
What does this award mean to you?
This award means the world. We are a small local business focusing on being the best that we can be. To have our store recognised by PetQuip is just a dream come true.
Who works in the business?
It’s a family run business. I am in the shop full time, and we have four part-time staff. My husband Rob does all the building work instore – designing new racking and repairs etc. He works away during the week as a telecoms engineer. Rob is also my support network – he is always there to pick up the pieces, give me encouragement and listen to new ideas.
How long has the store been operating?
The original shop was established in February 2009. We purchased the store in February 2019. I had been the instore dog groomer for three years and when the opportunity came quite unexpectedly to take over the reins I jumped at the chance. I promised my husband Rob I could make it work.
Do you just sell pet food?
The shop initially started focusing on horse feed, and this quickly grew to incorporate pets and other animals. We now carry a large selection of feeds for all animals, from reptiles to small animal, cat, dog, horse, poultry, wild bird and farm animals. There is also a huge accessories range, including beds, leads and collars, harnesses, and treats…the list is endless. We now cover every pet requirement. I am always watching the industry – this year was my seventh trip to PATS. It’s so important for us to keep up to date and stay relevant.
Are all your products discounted?
When the shop was first established there was a focus on price. I have changed the focus from price to service, knowledge and trust. I try to be fair with our pricing, I balance the needs of the business and the customer to find a strategy that works and add value with our customer experience instore. I think it’s important too to ensure we consider the brands we stock – we wouldn’t want to devalue a brand, so we work closely with all reps to maintain a good relationship. There are exciting plans to rebrand the store, to incorporate our ethos and dispel the myths that our main focus is price.
What makes your store so special?
We strive to provide the best service we can. Team work is really important – I never underestimate how important the team is to operating successfully and happily. Our staff are hugely valued individually and as a team, and in turn love working here and mirror my desire to provide an excellent customer experience. My knowledge and passion for animal feeds, particularly canine, seems to be a key feature for our customers.
Do you hold special events, competitions and initiatives?
Yes, lots. There is always something coming soon or being worked on in the background. Most recently we held a charity fund-raising day for a local event rider who is taking part in a charity horse race. We were heavily involved in collecting and transporting donations for the Ukraine Appeal, in just seven days we sent seven pallets of donations. We hold a Christmas shopping evening in December so customers can join us for a mince pie and browse the store. We are main sponsor of our local country show to support them, and in turn this event always raises the profile of Discount Feeds. We’re constantly running brand awareness initiatives, both instore and on social media, and I am a huge fan of a retailer display competition – my favourite involved me wearing an inflatable banana suit stood in a paddling pool full of feed!. So yes, there’s always something happening here.
Do you offer a delivery service?
We do, Tuesday is our main order and delivery day. However, I often drop items off on my way home as we live in the town and try to help out where we can.
What sets you apart from the rest?
I suspect the answer might be me – the experiences in my life have set me up and given me the knowledge needed to own a pet shop. I have always run the shop based on how I would like to have a shopping experience. I worked in market research for 10 years which gave great insight into customer requirements. We have a great reputation for advice, which I am particularly proud of. My educational background is in science and nutrition, holding a BSc (Hons) Equine Science. I was one of the first to complete the iPet Level 3 in Canine Nutrition, and I like to keep up to date with the latest research and advances in the area. I try to be active on the shop floor, interacting with customers and am always happy to discuss various topics if prompted. We always try to be unbiased in our approach – I feel our recommendations should be based on individuals and not the ‘bestsellers’. It’s important to understand the full situation and work with some animals for long periods of time. I’m also conscious that situations evolve, especially in the world we currently live in or due to health changes, and where necessary I’ll update my advice to reflect this.
How do you keep your regular customers happy?
Consistency is key but also flexibility. Our size really helps our adaptability, and our ability to provide a personal service. We face challenges as everyone does, but it’s how we deal with them that makes us stand out. I feel that we have a very loyal customer base, sometimes I even know the order when I see the car drive around the corner.
See below a gallery of pictures from the award-winning pet store...
