A professional trainer once told me that a dog only needs two things to be happy: good food and good training. If this is true (and I think it is), then pet business retailers have an opportunity to help spread happiness throughout the dog kingdom by offering training advice and products.

Training is a huge issue in the lives of many dog owners, and trainers approach their discipline from fairly diverse points of view. Storeowners interested in providing products that support these diverse training programs would probably do well to first survey a number of trainers in their markets to learn as much as they can. Retailers should cultivate relationships with these trainers so that they will be more inclined to steer their students to the store for training supplies. In turn, retailers who come across a dog that could benefit from a training program can suggest one to the customer.


The Product Basics
Whether they’ve signed up for a formal training class or not, dog owners will always need collars, leads and harnesses. Many of these pet owners simply look for style and durability when selecting these products, but after spending a bit of time with a dog trainer in the area, retailers will learn how to introduce customers to new, functional concepts that will help sell these must-have accessories.

For instance, a retailer might decide to stock a greater supply of short, two-foot traffic leads, along with the typical four-foot and six-foot leads. Trainers often dispute the relative merits and proper use of retractable leads and so-called “choke” and prong collars, so retailers should be conversant with the training issues if the store carries these products.

Harnesses come in a variety of design configurations, often presenting a confusing array of straps, snaps and buckles to the consumer. The store’s staff needs to be trained and familiar with the harnesses, because customers will almost always need help putting them on their dog and adjusting them for a proper fit. It’s also important to note that certain harness designs might be better suited to particular breeds, sizes and body shapes.  

Trainers also might suggest that a store carry specific toys. Agility trainers might focus on things that fly, like balls and discs. Behavior and manners training might put greater emphasis on toys that provide calm entertainment to help keep dogs stimulated, challenged and occupied.

Another key product category trainers use a lot of is treats. Here, again, confer with the experts, but generally speaking, the store should provide a wide variety of treat products. Remember, variety can be a powerful training aid, since many dogs will become bored with the same treat. Stock store shelves with “high-value” treats to pique the dog’s attention. Suggest an unpredictable mix of treats–with different flavors and textures–to keep the dog guessing and alert. Treats of different sizes for both small and large dogs should also be stocked. And keep in mind that the treat needs to taste great but not be filling.


Expanding the Inventory
When considering the store’s inventory, retailers should also look beyond collars, harnesses, leads, toys and treats. For example, housebreaking is one of the first and most common training challenges. Pee pads are a must for many dog owners. Many housebreaking tips suggest placing pads near the door most commonly used for outdoor business until the pet learns to hold it long enough and to signal the owner he needs to get outside. Bell systems that dogs can ring to signal bathroom time are also available. Crates for crate training come in a wide range of designs and price points.

In addition, when housebreaking, there is also a need for cleanup. Stock plenty of pet-safe household cleaning products and present this merchandise category as part of the training mix.

The product list does not end there. Training clickers, treat bags that attach to the belt, portable water and food containers, and products that deter chewing and barking also have their place on store shelves. All of these incremental products help round out a store’s training supplies inventory. One of the important attributes of this category is that, while they convey a high value proposition in terms of functionality, these products typically come at low price points with high margins.

The bottom line is that a sizable portion of a store’s total inventory mix probably has a training component that could lead to a possible sale. The smarter a retailer gets about the world of trainers, the better equipped they’ll be to sell these products.


Retail Opportunity Beyond Products
In this economy, retailers have to be creative. Every pet store sells products, but that is not all of the store’s retail power. If time and energy has already been invested in forming relationships with trainers in the market, look for ways the store can do double duty as a training venue.

Since most pet stores allow dogs inside, consider opening the store for classes to practice proper behavior in public places. The retail space can be used to help socialize dogs. Many trainers don’t necessarily have their own facility, so this allows the retailer to build community, enlarge the market, and cultivate ambassadors for the business by offering their space for certain training groups.

Many trainers provide promotional gift bags to their new clients, and pet stores can help stuff that bag with treat and food samples, business cards and discount coupons to the store. Lots of trainers will also send their students out shopping with a list of must-have supplies. Work to develop cooperative relationships to ensure the store stocks the items trainers want their students to have.

And finally, help customers find the right trainer. Be a source of information in the community, not just a purveyor of merchandise. In this effort, a retailer’s skills of diplomacy must be sharpened to avoid conflicts with potential competitors among trainers in the community. Learn their differentiations and help steer the right clients their way. Do that, and they’re likely to reciprocate.

A pet business is about more than just selling–it’s also about learning and cultivating new markets and relationships, trying new products and daring to take novel approaches. In this way, all of us are always in training.


Dan Headrick is a freelance writer who, with his wife Pam Guthrie, owns Wag Pet Boutique in Raleigh, NC. The couple, former corporate burnouts who just got fed up with having to leave their dogs home alone all day, opened Wag in 2003. The store has received numerous community and industry awards.